Strategic Analysis of Volkswagen in the German market

This thesis aims to perform the strategic analysis of Volkswagen AG. The thesis includes theoretical background of components of strategy that contribute to successful creation of corporate strategy. Furthermore, the importance of resources and corporate culture is covered in the context of the automotive industry and other related examples. Finally, the practical parts include strategic analysis of the company Volkswagen AG, including stakeholder, macroenvironment, microenvironment and internal analysis. Upon the results of the investigation, recommendations were formed to improve the corporate strategy of Volkswagen AG justified by the results of the investigation. The company’s strategy is deemed to be over conservative, and the company should increase its R&D expenditure, reduce its dependency on the automotive industry and reliance on the two major markets by investing in car sharing industry and developing hydrogen fuel cell technology as source of competitive advantage.