1. Volkswagen sold its origina

1. Volkswagen sold its original Beetle automobile in the United States until the 1970s. The original Beetle was made of inexpensive materials, was built using an efficient mass-production technology, and offered few options. Then, in the 1990s, Volkswagen introduced its new Beetle, which has a distinctive style, provides more optional features, and is priced for upscale buyers. What was Volkswagen’s strategy with the optional Beetle—product differentiation, low cost, or focus? Which strategy did Volkswagen implement with its new Beetle? Explain your answers. 2. Explain how each of its strategic components—distinctive competence, scope, and resource deployment—plays a role in Google’s success. 3. In what ways is Google prepared to respond to both organizational opportunities and organizational threats in the U.S. market? 4. How can Porter’s generic strategies approach help to explain Goodge’s U.S. strategy? 5. Identify situations in which Google might use tactical, operational, and contingency planning.

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