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Volkswagen’s Drive to Become the World’s Top Automaker Volkswagen Group, Europe’s largest

Volkswagen’s Drive to Become the World’s Top Automaker

Volkswagen Group, Europe’s largest automaker, is accelerating toward its goal of passing Toyota to become the world’s largest automaker by 2018. Based in Wolfsburg, Germany, Volkswagen has introduced many distinctively styled vehicles over the years, including the Beetle, which was recently redesigned and relaunched in North America amid a flurry of multimedia marketing communications.

The latest Beetle model lacks the bud vase that graced the dashboard of the previous model, a small but noticeable change that may steer consumers away from the idea that the Beetle is a “chick car.” Another pointed hint about the target market: Ads with the headline “It’s a boy” over an image of the redesigned Beetle. A third clue is a new emphasis on sleek styling and powerful performance, as evidenced by the campaign’s tagline: “That’s the power of German engineering.”

Overall, however, Volkswagen wants to give consumers a good feeling about its cars. One TV commercial showed a 30-ish man driving around town in the new black Beetle. As he sits at red lights or inches ahead in traffic, he gets friendly hand-slaps from a pedestrian, a truck driver, a police officer on horseback, a construction worker, and a group of cyclists, all to the toe-tapping tune of “The Clapping Song.” Why the focus on friendly reactions? Eric Wilson, Volkswagen of America’s marketing communications manager, observes that the Beetle is “the world’s most iconic car, and when people see it, they smile, they connect with the driver, and the driver connects with them.”

When the redesigned Beetle was introduced in Canada, Volkswagen invited consumers to download a free app that activates special on-screen digital animation when the phone is pointed at billboards and transit poster ads around Toronto, Montreal, and Vancouver. Brought to life on the smartphone screen, the Beetle seems to roar from one billboard to another and race through tunnels on the transit ads. The company used messages on YouTube and in other social media to build awareness and engage consumers in the animated ads. Here, Volkswagen wanted to emphasize the Beetle’s more aggressive personality and performance, to distinguish it from the cute Beetles of the past.

To introduce its new Passat model, Volkswagen posted an online preview of a clever 60-second commercial that gained millions of YouTube views and thousands of Twitter comments days before its network television Super Bowl debut. In “The Force,” a youngster in a Darth Vader costume prowls the house trying in vain to use the force to do something to his dog, his sister’s doll, a sandwich, and other things. When his father’s new Passat coasts to a stop in the driveway, the child rushes past dad and tries to use the force on the car. After a moment, the car roars to life, and its headlights illuminate a surprised and delighted Darth. Then the audience gets a glimpse of dad, out of sight in the kitchen, smiling as he holds up his keychain and presses the Passat’s remote starter.

This feel-good commercial had already gone viral before the Super Bowl kickoff, capturing upwards of 10 million YouTube views (it is now over 60 million views). As the game progressed, social media sites buzzed with positive reactions to “The Force.” The commercial, among the most popular and critically acclaimed of all the Super Bowl ads, continued to draw online views and reinforce the Passat’s family-friendly image for many months.

Volkswagen’s sales are up, but it still faces a number of challenges in its drive to the top, including competition from other global automakers, economic uncertainty in numerous markets, and relatively tepid demand for new cars as many consumers keep the brakes on personal spending. But when consumers are thinking about a new car, Volkswagen wants them to have positive thoughts and feelings about its cars


What is Volkswagen doing to change consumers’ beliefs and evaluations of its cars or encourage them to add new beliefs about its cars? Explain your answer.

What message characteristics are particularly important to Volkswagen’s ability to try to influence consumers’ affective attitudes toward its cars?

How is Volkswagen applying the principle of emotional contagion in its marketing communications?

Describe how Volkswagen employs the utilitarian dimension, the hedonic dimension, and the arousal of curiosity to influence consumers’ attitudes toward its ads. Which do you think is most important in this product category, and why?

Bus 326 Fall ‘21 BSBA Assessment Assignment Prof Woodside 50 Points Due

Bus 326 Fall ‘21

BSBA Assessment Assignment

Prof Woodside

50 Points

Due in Kodiak 11/22/21

As students in Bus 326 – Business Plan New Ventures – your accumulated knowledge across multiple disciplines is key to successful completion of this course. This assignment will assess some of your accumulated knowledge for the learning goal and objective listed below.


Apply problem-solving techniques to organizational

challenges in a dynamic business environment.


Determines solutions to both structured and unstructured

problems in a business context.


Using your assigned business plan client project, write a paper addressing the following questions. These relate to the goal and objective above regarding the application of problem-solving techniques to organizational challenges in a dynamic business environment. For example, if your project is Hemp Fiber Processing you would write your paper to answer the questions below in relation to this project. Each student must write their own paper and not collaborate. This is an individual assignment only. The paper should be double spaced and 3-4 pages in length and include a bibliography for all citatations.

For the assignment you are required to identify at least two techniques or approaches to each of the questions below based on what you have learned so far both in the course and other courses leading up to Bus 326. For the application of the technique explain how it would be applied to answer each question. Some of the techniques might be the same across questions. Examples of techniques include forecasting tools, market sizing, market segmentation techniques, various tools for external and internal situation analysis, planning techniques, etc. Be specific in your answers.

What is the problem you are trying to solve for your client and what is the process for solving the problem?

What tools/techniques will you use to communicate business value to the client?

How will you identify the market for your assigned project?

4. How will you describe and frame the business, industry, strategic grouping, and other competitive terms for your assignment project?

5. How will you best introduce your Management Team and skill sets to your client? (How will you sell the value of your team to your client)?

6. How do you deal with inter and intra team communication challenges (to your client and within your team)?

The purpose of this assignment is for you to think about your

The purpose of this assignment is for you to think about your career goals and further your ability to achieve them. Taking time to learn more about either the career you’re interested in or a company you’d like to work for is an important step in achieving your goals.

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To complete this assignment you will research a career or company that interests you, do an informational interview, and write a report on your research.

The 3 parts to this assignment are:

Research company or career of interest

Informational interview

Written report

Informational Interview

After you’ve identified the company or career you will research for this assignment, you need to identify a person in that company or career that you can interview. If you need guidance on how to do any part of the informational interview process, this article is a good resource –

Written report (60 pts)

Choose one – Company of Interest or Career of Interest – to report on.

If you choose Company of interest

What’s the company and their demographics – name of company, number of employees, locations (domestic, international), years in business, etc. (10 pts)

What do they do? Do they have a primary focus? Who are their clients/customers?(10 pts)

Why are you interested in this company? (10 pts)

What would you like to do for this company? Think about the kind of role you could get right after graduation and the role you’d like to achieve after being in the company for a while. This does not have to be a specific job. (10 pts)

Informational interview (20 pts)

Who did you interview?

What did you learn from them?

What action items do you have based on the information you learned?

If you choose Career of interest

What’s the career? Be specific. What is this career about? What does it do? Don’t just say, Product Design Engineer. Talk about what people do in that career. (15 pts)

What are the requirements for someone to get hired in this career? What would someone hiring a person for this career be looking for in a candidate? Degrees? Licences? Skills? Experience? etc. (10 pts)

What are 2-3 companies that hire people working in this career? Who are they and where are they located? (5 pts)

Why are you interested in this career? (10 pts)

Informational interview (20 pts)

Who did you interview?

What did you learn from them?

What action items do you have based on the information you learned?

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For full points you must:

Research a company or career of interest

Conduct an informational interview

Submit a written report that:

Answers/responds to all the prompts/bullet points in the Task section above

Is well written with full sentences and free of grammatical errors.

Upload the written report to the assignment on Canvas

Report on the Communication in My Field of Study 1 Homeland Security

Writing Assignment Help Report on the Communication in My Field of Study


Homeland Security and the Communication within Report

Brandon Walker

ENGL110: Making Writing Relevant

Jolene Mendel


Report on the Communication in my Field of Study

1. Program I am studying:

Homeland Security with a focus in Cyber Security

2. This is the Research Guide I am using and some of the things I found in it.

The name of the resource guide that I will be utilizing is the Homeland Security Program Guide from APUS school library under School of Security & Global Studies. This resource guide consists of journals, books, website links including blogs, and citing information with writing guides.

There are many articles and journals I can utilize including library search including ISBN numbers. The information I will focus on will be counter terrorism, theoretical approaches to understanding radicalism, legalities, and cybersecurity.

The databases that will be most useful based off my research and interest will be Homeland Security Digital Library (HSDL) and Homeland Security (MERLN). The reason I chose those two is because MERLN, which is military education research libraries, will allow me to quickly find accredited US policies. This will help with proving a thesis, defending/attacking a law, or backing research. The HSDL benefits with an easy search bar, sorting & grouping, and great classifications on the area of study, such as Cyber Policies, Interoperability, and Lone Wolf Terrorism.

The types of books I will utilize in this field will typically be introductory books or unit specific books such as Government Counterterrorism: A Guide to Who Does What by Michael Kraft.

While I’m sure there are many video sites that talk about this field, it would benefit best when writing collegiate papers to use the Department of Homeland Security official sources of media, as well as their YouTube page.

Websites that focus on this field are Homeland Security Digital Library, allowing the user to utilize many other links specific to their query. Others are their official website the U.S. Department of Homeland Security, and any archive site, such as the National Security Archive.

Organizations used by people in this field would be the entire Homeland Security Enterprise (HSE) which would include the Department of Homeland Security and its public or civil support facilities, an example would be Immigration and Customs Enforcement or Cybersecurity.

All social media sites are used by people in this field because it is now a source of recruitment, a network for communication to solicit for future crimes, or commit them, cyber-attacks and many others.

3. Here is a closer look at an organization or website used by people in my field.

This field has many paths to choose from within the Homeland Security Enterprise, the best website to start to find credible information or links is this is the official website for the Department of Homeland Security. This website, addressed to the public, private sectors, and government employees, provides the latest stories and information on a variety of topics within the Department of Homeland Security.

4. Describe things you found as you looked at an organization or website used by people in your field.

Formal language written in short cliff notes with a direct explanation

Citizenship and Immigration

Homeland Security Enterprise

Feedback is offered as a submission form of either helpful information or not

Each link has a picture or icon to associate with the information in the link

Ways to distinguish insiders from outsiders

Everything on their websites is professional and formal, providing direct information and links to extrapolate on the topics, or forums that provide discussions with other viewers from all walks of life.

5. Here are tips for communicating in this field of study.

Communicating in this field would be similar to communicating as a lawyer in a way, you must have the proof, knowledge, and formality while being able to clearly discuss issues that may affect you personally. It would benefit to always be current on your information and up to date on directives as they change about every 4 years, not including other changes on a weekly basis. My last tip for this field would communicating with the right people, networking could be extremely beneficial in an industry as such because of the many influences outside of government. A great number of industries work with DHS or are at least overseen by them, including the conversion of private industries and private sectors working in conjunction.

Running head: 2.3 – CASE ANALYSIS: FUNDING THE RAILROADS 1 2 2.3




2.3 – Case Analysis: Funding the Railroads

Ellen A.

2.3 – Case Analysis: Funding the Railroads

I. Summary

The speculative benefits of a transcontinental railroad were easy enough to articulate: there was fertile land out west for migrants to farm, gold and silver to be mined in California, and of course it was a matter of national pride (Ambrose, 2000). According to Ambrose (2000), the whole country was clamoring for it to be done, yet few were crazy enough to invest as “the risks of financial failure and ruin were huge” (Union Pacific, n.d. para. 3). Ultimately, funding was provided by the United States government via the Pacific Railroad Act of 1862, “mostly in the form of land grants to the railroads; the railroads would sell the unused land to fund the construction” (Ambrose, 2000, p. 47). Much of the land was all but worthless at the time, but it was assumedthat as transportation cost were reduced, the land would become more valuable (Garrison & Levinson, 2014;Ambrose, 2000).

II. Problem

The problem is multifaceted. Unfortunately for the railroad companies, they could not sell most of the land until after the railroad was built, and they could not build the railroad without the proceeds of the land sales (Ambrose, 2000). Some relief came with the Pacific Railroad Act of 1864 which doubled land grants and (more importantly) provided the ability to borrow against the land grants by issuing bonds (Union Pacific, n.d.). However, even with doubled bonds and the ability to borrow against them, the transcontinental railroad had major financing difficulties (Ambrose, 2000; Union Pacific, n.d.).

On the other hand, Illinois representative E.B. Washburn (as quoted in Ambrose, 2000) called the 1864 bill “the most monstrous and flagrant attempt to overreach the government and the people…” (p. 94), charging that the Wall Street elites pushing for funding were only out to profit off the public (Ambrose, 2000). Eglin Air Force Base Archaeologist Benjamin Aubuchon (personal communication, August 17, 2016) affirms that while the Pacific Railroad Acts were instrumental in building the transcontinental railroad, many railroad corporations in the Southeastern U.S. were formed with no intention of following through. In Northwest Florida, the timber-rich land was usually promptly sold for lumber (or turpentine operations in the early 1900s) as soon as it was acquired, whereupon shareholders pocketed the profits as corporations went bankrupt, abandoning the vast majority of the proposed railways (B. Aubuchon, personal communication, August 17, 2016).

III. Significance of the Problem

While the public was eager to see the transcontinental line built, putting taxpayer’s money behind the project was out of the question (Ambrose, 2000). Offering land grants was seen as a way to fund construction with little public risk, but some felt that this was still too much government meddling. Ultimately, those who acted in good faith by attempting to actually build the proposed railroads had extreme difficulty funding the construction, with many risking family fortunes and going deep into personal debt (Ambrose, 2000; Union Pacific, n.d.). Yet others took the public land without providing anything of value in return.

IV. Development of Alternative Actions

Alternative Action 1.The U.S. government could have abstained from providing financial assistance and allowed free market forces alone to drive development.

Advantages. This alternative would have eliminated the risk of Robber-Baron types betraying the public trust.

Disadvantages.Honest entrepreneurs were scarcely able to fund the rails west even with the Pacific Railroad Acts. While the railroad certainly would have been built at some point, it would have taken decades longer as it moved incrementally across the nation.

Alternative Action 2.The U.S. government could have limited the number of lines funded. For example, companies could have bid on one or two lines to California, and maybe one north-south line. The bidding could have been for the whole line or in sections. More generous land grants would have better facilitated developmentand these would be feasible as total lands granted would be drastically reduced.

Advantages. This alternative would have served to satisfy publicdemand with reduced risk of Robber-Barrontypesbetraying public trust. Furthermore, lines could be privately fundedoff of the first lines as demand called for it.

Disadvantages.While the distance to California would be crossed more quickly, privately funded lines with no land grants would have taken longer to spread. Limiting the number of companies funded could prompt charges of government favoritism.

V. Recommendation

The demand for a transcontinental railroad was clear. It is reasonable to assume a majority of entrepreneurs will strive to maximize profits by satisfying demand. Therefore, publiclyfunding only the lines for which there was very clear public demand coupled with private refusal to invest would have ensured that funds were used for their intended purposes.For example, if there had been great demand for railroads in Northwest Florida, entrepreneurs who received the land grants to build would have been foolish to simply sell the land and back out. This makes Alternative Action 2 the superior solution to the transcontinental railroad funding problem.


Ambrose, S. E. (2000). Nothing like it in the world. New York, NY: Simon & Schuster.

Garrison, W. L., & Levinson, D. M. (2014). The transportation experience (2nd ed.). New York, NY: Oxford University Press.

Union Pacific. (n.d.). Financing. Retrieved from

BUS 152 Customer Service Final Project Modified As a customer service team,

BUS 152 Customer Service

Final Project Modified

As a customer service team, you and your partner will select an industry and prepare an analysis of customer service utilized by this industry. Some examples are: fast food restaurants, fine dining (or “sit-down”) establishments, retail operations (mall stores, discount stores, department stores, supermarkets, convenience stores), utilities organizations, movie theatres, pet groomers, fitness centers, hotels, libraries, automobile service shops, etc. The possibilities are virtually endless.

Each member of the team must check out the websites of at least two companies in this industry, one the same as their partner and one different. You can must also call the company If possible, include information identifying with whom you spoke (name, position, etc.). During each phone visit, each team member should ask the same questions (at least three), present the same special request, or share the same suggestion for improvement. DO NOT CALL WHERE YOU WORK OR YOUR FAMILY BUSINESS OR WHERE YOUR RELATIVES WORK.

Prepare a comparative analysis of this information.

Begin with a phone visit section. Provide a summary of the phone visitations. Which organizations you phone? Days? Times? Locations? What issues or concerns were discussed?

For each company visited, prepare the following sections:

Corporate Identity. Use at least one internet resource per organization visited to identify the company’s customer service philosophy, customer service training, strategic goals, etc. Summarize why this company is in business.

Feedback Avenues/Internet Presence. Identify what, if any, resources are readily available for customers to use to give feedback.  Is this company present on Facebook? Is there any information about this company listed with the Better Business Bureau?

Rapport Building and Customer Relationship Management. Do you think the employee attempted to build a rapport with you as the customer? Would you say that this company values customer relationship management? Why or why not? Support your answer by responding to at least the following questions:

Were you greeted?

Did the employee introduce himself or herself?

When you voiced your suggestion or concern or asked your questions, in what ways did the employee indicate that he or she was actively listening to you?

Did you believe they listen to what you said in your call to them?

Identify any technology that was used in your exchange.

Recommendations for Improvement. What suggestions/recommendations with regard to customer service would you give the manager of this establishment? 

End with a Comprehensive Summary section. Based on your and your partner’s observations and experiences, which company do you feel did the best job of providing quality customer service? Why?

Provide your instructor with a typed, double-spaced report. This should be free of any spelling and grammatical errors and should be written in paragraph format, preferably including the side headings and sections shown. At the end, cite any references you use.

Outline for Final Project:

Phone Visitations

Corporate Identity

Feedback Avenues/Internet Presence

Rapport Building and Customer Relationship Management

Recommendations for Improvement

Comprehensive Summary

Work Cite or Website Used

Be sure to read and understand:

The Final Project is done by two people. You will produce one report between the both of you. You both need to work on the report. If you refuse to work with a partner, you will receive one grade reduction on the report you produce as a single person. If you have problems with your partner due to lack of communications or lack of work, please document by emailing your instructor and forwarding emails that you have sent your partner.

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