Porsche case of marketing
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The document discusses the launch of the Porsche Cayenne SUV. It provides a timeline of important events in Porsche's history from its founding in 1931 to the introduction of the Cayenne in 2002. It then presents a SWOT analysis, identifying Porsche's strengths as its brand image, driving experience, and engineering capabilities, and weaknesses as its small size and reliance on the US market. Opportunities mentioned include expanding its product line and innovating to compete, while threats include government regulations, competition, and declining core markets. In conclusion, it recommends Porsche target the fast luxury SUV segment and introduce more fuel efficient and hybrid SUV models.
Porsche case of marketing
- 1. PORSCHE: THE CAYENNE LAUNCHE Presented To: âą Prof. Narendrababu Presented By: âą Anuj Gilra âą Alok Kumar âą Amit Singh âą V. Sandeep Kumar âą Inderjeet Singh
- 2. TIME LINE ï± In 1931, Porsche was founded by Ferdinand Porsche ï± In June 1948, the company launched Porsche 356 ï± Porsche 356 was the 1st car under Porsche brand name ï± In 1953, they launched their first racing car Porsche 550
- 3. TIME LINE ï± In 1964, the launched Porsche 911 ï± In 1970, Porsche and Volkswagen collaborated and launched Porsche 914 ï± In 2002, Porsche produced the sport utility vehicles which is Cayenne
- 4. SALES DATA
- 5. ï± Over saturated sports car industry ï± Launching Porsche Cayenne (SUV) ï± Customer attitude towards the brand ï± Entry from niche market to mass market PROBLEMS
- 7. STRENGHTS ï± Company image and brand name are well established and well known ï± Smoother driving experience ï± Powerful engine ï± Classy advertising ï± Engineering capabilities
- 8. ï± Strong competition in SUV markets, means limited market shares ï± Higher reliance on the US markets ï± Not diversified ï± Small in size and revenue compared to competitors WEAKNESS
- 9. ï± Leverage Porsche to expand product line ï± Implement innovative features to face competition ï± Increase in manufacturing units to penetrate in domestic markets. OPPORTUNITIES
- 10. ï± Government regulation policies ï± Impeding recession ï± Intensive competition from automobile giants catering to the elite class ï± Declining core market sells ï± Foreign currency fluctuations THREATS
- 11. PERCEPTUAL MAP
- 12. ï± Should go for Fast and Luxury SUV ï± Should make more fuel efficient SUV ï± They should come with Hybrid cars RECOMMENDATION
- 13. Thank You