Volkswagen ManagementThe idea of ​​the Volkswagen Beetle (VW) was designed so that everyone can have their own car. Volkswagen kept that idea in mind when building the New Beetle. When Volkswagen tries to bring the New Beetle to the public, management's problem is knowing consumers' expectations of the New Beetle. They need to use market research to find out who will be in their target market and what the target market's preferences are. After the first step, another issue is how management will use this data to help them understand what improvements New Beetle needs to meet consumer expectations and management needs to know the demand for New Beetle. Finally, management must position the New Beetle in a positive image to achieve high sales in the market. Objective of Market Research: To solve management problems, there are few objectives that Volkswagen managers need to focus on when doing their market research. To begin with they need to (1) identify the target market, (2) find out what the target market's preference is for small cars, (3) find out customer expectations for the new Beetle, (4) know what the reasons why people want to buy the New Beetle. The Volkswagen New Beetle was introduced to the US market in 1998 (Wikipedia.org). Before launching the New Beetle, the team had to design the New Beetle to resemble the original Beetle to bring back people's memories of one of the most successful cars in the world. The New Beetle takes the style and shape of the original Beetle to become a stylish and stylish compact car. Key Factors: There are different ideas between the original Beetle and the New Beetle. Compare their key factors to find out what the consumer's management style and motivation will be to buy New Beetle. And the marketing team will face tough challenges to increase the salesperson's passion for selling the New Beetle. Original Beetle: (1) Capable of carrying two adults and three. (2) Low price that people can afford. (3) The first car in people's lives. (4) Uses air-cooled New Beetle engine: (1) includes modern standard package in the car such as air conditioning, CD changer, airbag (2) Offers excellent German technical design for good handling and improved driving performance . (3) In 1994 consumers emotionally connected to the new Beetle after the North American International Auto Show (Wikipedia.org). (4) Connect people's feelings and place them in a compact and fashionable format.