Premium Essay

Porche Case Study

In: Business and Management

Submitted By zoeb1229
Words 860
Pages 4
Jasmin Rawlinson, Director of marketing, Porsche Canada is designing a marketing plan to position Porsche as all season luxury car against the consumer perception and usage behavior of it being summer-only car. The current fiscal year at Porsche has ended July 2009 and the marketing plan is for the next fiscal year. Rawlinson wants to encourage Canadian Porsche owners to use their cars in wintertime as well. If this were to successfully happen, Porsche would not only tap into a new segment of consumers hesitant to buy summer-only vehicle, also, there would be new product category for winter equipment, as sales of spares parts would increase due to vehicles being driven more often. This feat was challenging to achieve, as Porsche never had to do winter specific marketing campaign, low volume production with a limited marketing budget.

Porsche has a prestigious history, good reputation and a positive brand image in the market. Having designed the Beetle in 1930s, it started selling cars in 1948. Porsche has a nice blend of car offerings in its product line. Its most popular car being 911, the design element of which has been retained over 46 years. In 2002, they added Sports utility vehicle Cayenne to their product line. They are planning to launch their first four door sports car Panamera.

Financially, Porsche is placed very strong, with its net profits almost doubled from 2004 – 2006. Earlier, Canadian market was served by Porsche North America based in the U.S. They felt the need to open a local office Canada when there was significant increase in the sales in 2007 and by april 2008 Porsche Canada was formed. This step helped the company understand the demographics and consumer behavior more precisely.

In 1960s, Porsche won car races and over a period of time, it became renowned globally, for its luxury and high performance cars. Due to its racing…...

Similar Documents

Premium Essay

Porche Case Study

...Ong Shao Bin, Ida 402225489 Ong Shao Bin, Ida 402225489 Strategic management in a global context Porsche Case Study Assignment Strategic management in a global context Porsche Case Study Assignment This essay aim to analyse and identify the importance of having strategy to align the business organizational mission and values with external and fast-paced circumstances so that it can use its competitive approach to react in a timely manner and cater to the circumstances. (Johnson et al, 2008) By using the global automotive industry as a reference, it demonstrate how strategy management is being used to help the business to gain competitive advantage via usage of resources and capabilities. Under the preview of strategic management, managers will have the deep understanding of factors driving the competitions in their line of business to find out whether the business has the potential to bring profits or cause loss in the revenue. By using Porter’s Five Forces analysis, it help the managers to know the level of competitiveness and which forces are contributing to the competitiveness. The five forces are the threat of new competitors, threat of new products’ introduced by rival companies, the power of purchasing by customers, the supplies power and the fierceness of rivals in the industry. (Johnson et al, 2008) For the new competitors to enter global automotive industry, the global automotive industry require extensive capital to develop new products and innovate......

Words: 1922 - Pages: 8

Premium Essay

Porsche: Guarding the Old While Bringing in the New

...This Case Study is about the marketing history and the present marketing management of Porsche. The Porsche company has been around for a very long time and has had its share of ups and downs in the automobile industry. In this case study, I am going to be discussing the marketing management orientations, the buyer decision processes, the various segmentation strategies used and touch on why Porsche sold lower priced models in the 1970’s and 1980’s. First let’s talk about Porsche’s marketing management strategies used. The marketing management orientations used (or that should be used) by Porsche are product concept, societal marketing concept, and the marketing concept. With the product concept, we see Porsche striving to not only improve on the cars they have, but to innovate into new markets - showing that Porsche isn’t a one trick pony. They focus on quality, not quantity. Porsche believes that it is better to have 500 amazing Porsches in the world, verses 1000 average ones. Porsche also has focused on the performance and features of a Porsche that set it apart from every other car manufacturers, even other luxury car makers like BMW, Lexus, etc. Every Porsche that leaves their German plants has been meticulously designed down to the smallest part of engineering, to the tiniest detail. By concentrating on making each one perfect and an automobile feat, Porsche is able to show that while others may produce millions of cars, they produce works of art that you can drive....

Words: 1536 - Pages: 7

Free Essay

Facility Expansion

...makes the world taste better  June 2012  Functional Ingredients Magazine  Natural And Organic Trends In Flavor Formulation.  The landscape of the American food market is painted with connotations of natural, organic and wholesome. Words including natural, all natural, organic, honest, homegrown, fresh picked and old fashioned are only a few that have found powerful places on store shelves. These words weave a story to consumers, easily lulling them into a connection with flora and fauna, front porches and fireflies that exist beyond the climate control of most food markets. With this reality in place, it should come as no surprise that “natural” remains a leading claim on new product labels. Indeed, the claim was included on 23 percent of food and beverage launches, according to a finding in the 2009 Mintel Global New Products Database. Taking in the scenery of packaging today, this trend does not seem to have slowed down and may have helped to revisit product development paths well trodden and forge those less traveled. In 2009, the popularity of the natural tagline, along with Michael Pollan’s demonization of high fructose corn syrup in his bestseller, In Defense of Food, may have helped consumers rediscover that sugar is a natural sweetener. Store shelves experienced a throwback to the days when America’s favorite soda brands sweetened their prized products without the use of HFCS. For all the sports fans out there, the soda that Mean Joe Greene famously gulped years ago...

Words: 1416 - Pages: 6

Premium Essay

Order Winners

...order qualifiers, the performance objective has come to further study distinguishing characteristics and features and its model impact through the process of an operation of each element. Order Winners: The best an enterprise that can exhibits competitive feature to a customers competing other competitors .This concept aligned in a market has add a value for an enterprise to be distinctive among other competitors. Understanding the framework designed distinguishing five operation performance objective will help business company to establish it’s an affective operation strategy. Andy Neely in 2007 Order winners center within one of the following five factors quality ( Performance, features, reliability, conformance, technical durability, serviceability, Aesthetics, perceived quality, value for money),dependability (schedule adherence, delivery performance, price performance, ability to keep promises), speed (delivery speed, production speed, new product development speed), flexibility (martial quality, output quality, new product, volume , mix , modified product), cost( manufacturing cost, value added, selling price , running cost, service cost, profit). Therefore companies widen a knowledge of understanding and clarifying order winners in order to build up the firm strategy along long term approaching the highest level competition in a market . Experiment analysis identifying the process of car manufacturing of Porches and Skoda. The consecrate example representing the......

Words: 885 - Pages: 4

Premium Essay

Lodha Marketing Case

...Soar for More –Marketing Case 2014 Presents Soar For More Marketing- Case Study - 2014 Soar for More –Marketing Case 2014 Preamble: Monsoons had just arrived in Mumbai and as the dark clouds began to encompass the sky in the evening, offices called it a day. Unabated by these rains, the construction of bustling high rises which were determined to pierce through the skies, was ubiquitous. Sanjay Sarkar, the Head of Marketing at Lodha Group, was looking at the skyline of this city through his glass chambers with a sense of pride that the tallest and the grandest of them for many years to come will be The World Towers, world’s tallest residential building with Armani designed residences. Lodha Group was widely acclaimed for delivering the finest projects, and for those who have had a remarkable experience from buying a Lodha property, the choice for buying a second residence was markedly another Lodha property. At this thought, Sanjay was pondering over the annual numbers and it occurred to him that so far 14% of the entire group’s revenue in 2014 was from Loyalty and Referral bookings, which were sparked by a loyalty program that was earlier unheard of in real estate industry. Loyalty program rewards repeat purchases and referral bookings in kind, ranging from a fully sponsored trip to the Milan Fashion Week with front row seating to an exclusive A R Rahman concert. The program’s objective is also to drive more loyalty and referral bookings from the existing......

Words: 1082 - Pages: 5

Premium Essay

Abercrombie & Fitch

...and leather. It was possible to buy an antique miniature cannon for $300, a custom built-made rifle for $6000, or a Yukon dog sled for $1,188. A&F cultivated brand loyalty. They were known for their expensive and exotic goods as well as their affluent clientele. . B. Store Format A&F was able to successfully implement an exciting store format. According to marketing expert, Pam Danziger, “Shoppers are rejecting the old concept of ‘hunting and gathering’ shopping in favor of a more involved, interesting, dynamic retail experience.” Each A&E store was designed according to one of several specific models created at company headquarters. Hollister stores were designed to look like beach houses with faux porches and house style layouts. Surfboards leaned against the store walls. Fans blew to mimic the breeze as if you were really on the beach. Shoppers could sit in chairs and read different kinds of magazines. Ruehl stores imitated the architecture of Greenwich Village with red brick facades, iron fences, flowerboxes, and small windows. They looked like brownstones. Customers really enjoyed this new look of all A&F stores. People would just stop by to see the new look in the stores which in turn boost sales because they spent money once they were in the store. C. Target Market A&F had an enviable target market. It catered to teenagers, whose population in the United States was expanding. In 2003, 32 million......

Words: 1445 - Pages: 6

Premium Essay

Childhood Obesity in the U.S.: a Growing Epidemic

...well-being. Happily, childhood obesity can be treated; physical activity, diet management, and behavior modification can bring an obese child to its normal body weight, returning them their physical and psychological health. What are the differences from THEN to NOW? When I say THEN, I am referring to a much simpler time; the time around the 1950’s. At that time children walked to school while now they usually ride a bus or are driven by a parent. Then family meals were eaten at a table while these days’ meals are most often fast food, eaten in cars on the way from one place or activity to another. Back then portion sizes were smaller while now they are super-sized. In the 50’s physical environments included porches, sidewalks in neighborhoods but now, there are no porches or sidewalks in modern subdivisions. When we were young, there was no air conditioning which forced us to go outside for cool air while nowadays kids stay inside to be comfortable. Back then children played neighborhood games, rode bikes, roller skated and got a lot of exercise, while today, children play video games, use computers, watch TV and use remotes to change channels. Parents didn’t worry as much when sending their children outside to play but now for many reasons they are apprehensive about them playing outside, and rightfully so. Physical education was a required class in school back then, but now some schools don’t even offer it. Athletes were expected to be smaller but now must by larger and......

Words: 2402 - Pages: 10

Premium Essay

Blind Side

...Eli Palomares Movie Review 10/11/2012 The movie I chose to write a review on is called "the blind side". The movie is based on a true story of a young African American homeless boy, Michael Oher, who is adopted by a generous white family. At first he struggles to live with the family because of past circumstances and conditions that made him who he was; an “ordinary stereotypical” black boy with no schooling, no real family, and no future. Throughout the film, Michael has experiences that put him in a difficult place. He has never experienced such loving kindness from anyone, and to see it now coming from a white family, he is hesitant to believe it is too good to be true. In our ethnic studies class, we discuss the different type of cultures and races that are in our community. In this case, the African American culture has many of the following stereotypes: Unintelligent and childlike, animalistic/bestial, lazy, criminals, uncivilized, and part of the poor class. All throughout the movie we will see several examples of this and how it affected Michael and the Tuohy's, the white family that took him in as one of their own. Our story takes place in Memphis Tennessee. The main character, Michael Oher, is a poor African American that was taken from his mother as a child. He lives in a foster home, but tries many times to escape, but every time he leaves he would be brought back or placed into a different one. Again, he would run away and not want to be found. He spent most......

Words: 1084 - Pages: 5

Free Essay

Walt Disney’s Celebration: a Success Story of Internalizing Externalities

...urban sprawl (Caplan, 2012). Further, the Coasian solution to deal with land use externalities involves deal-making between parties which, if there are no transaction costs result in the internalization of externalities. In practice, the Coasian solution is at work in tandem with zoning regulation which affects transaction costs (Staley, 1997). Because of the pervasiveness of zoning regulation throughout the United States, the following will examine two different cases of land use regulation, namely, the lack of formal zoning in Houston, Texas and private zoning in the town of Celebration, Florida. It will be shown that the effectiveness land use regulation is dependent on the design of the respective regulations; in other words, zoning is useful if the regulation is well thought-out. In the case of Houston, even though there is an absence of formal zoning laws, the city’s land use regulations have nearly the same effects of restrictive, pro-sprawl, and anti-pedestrian zoning laws. On the other hand, in the case of Celebration, well thought out zoning and land use regulation can result in the minimization of negative externalities. In the end, it is suggested that government planners lack the incentives necessary to create regulations that maximize the benefits to society as a whole, as opposed to private parties who do have the incentives to create well thought out regulations. City of Houston: No traditional zoning First, to analyze the effectiveness of land use......

Words: 3790 - Pages: 16

Free Essay

Restoration

...& Conservation Assignment 2 Conservation Plan & Feasibility Study ------------------------------------------------- Module Title: BUILDING Appraisal Appreciation & Conservation Assignment 2 Conservation Plan & Feasibility Study Ian Scott Student ID 471727 Module Code: 6104 BEUG Module Leader: P.Kenny & S.Buxbaum Submission Date: 16/04/12 Ian Scott Student ID 471727 Module Code: 6104 BEUG Module Leader: P.Kenny & S.Buxbaum Submission Date: 16/04/12 Liverpool John Moores University School of the Built Environment Conservation Plan & Feasibility Study Of The Wellington Rooms (Known locally as the Irish Centre) The Wellington Rooms 2011 http://flickr.com/photos Report prepared by Mr Ian Scott: Student ID: 471727 Report Contents 1. Executive Summary 3 2. Introduction 3 3. Site Location & Description 3 4. Listing Extract 4 5. Statutory Controls 5 6. Evaluation of Development 5-6 7. Development Options 6-7 8. Appraisal of Repairs 7-9 9. Adaption Works 9-10 10. Conclusion 10 11. References & Bibliography 11 12. Photographs & Illustrations 12-16 ------------------------------------------------- 1.0 Executive Summary This executive summary provides a conservation plan and feasibility study considering the options for the proposed development and economic......

Words: 3390 - Pages: 14

Free Essay

Jacarezinho - a Slum Displaced

...playground, was quickly taken over by and transformed into a place of violence. In the new area, the houses were all uniform and monotonous so the residents immediately began to personalize their private spaces. They built high walls, fences and constructed porches in front of the house as a means of safety to protect from crime and violence from their own neighbors. For the functionaries of the Prometropole project, they were completely distraught with the way things turned out in terms of the image of the neighborhood. The self-made constructions by residents in their yards destroyed the image and turned the housing units back into another slum. The officials frequently visited the new housing area telling people that they were not allowed to transform their houses, thus taking away their control and rights of their own property. Some meetings were even organized to inform people with a list of things that were prohibited in the new neighborhood. Government officials felt that the residents were not grateful and refused to behave like good citizens. The new housing estates soon began to look like construction sites with bricks, concrete and piles of sand and everybody building walls, fences, and porches to their own liking. Lessons to Learn The goal of constructing new, clean and durable homes for the squatters away from the unsanitary riverbeds was achieved in this project. Improving the water conditions in their neighbourhoods and implementing......

Words: 4109 - Pages: 17

Premium Essay

Strategic Plan

...developing and executing the marketing mix elements of the company's offerings. As execution is carried out, constant feedback must be assured to provide input for modifications to the marketing plan in the face of changing conditions. Every organization has a marketing strategy. It can be expressed either as written plans or as a collection of unwritten or even unstated rules. In either case, it should include a statement or understanding about the company's mission, customers, and offerings whether formalized or informal.  To have no strategy is to be directionless or what might be perceived as motion without a goal.  This has been the approach to strategic planning by many dot coms in recent years who have devoted far more time to developing their products than their markets. Strategic Planning Models Strategic planning developed as a popular business topic in the 1970's. "Strategically planned" acquisitions and mergers often were driven by financial considerations of cash flow. Combining unrelated businesses, which made financial sense, did not always result in marketing synergy and in some cases proved detrimental to the core business. Market considerations and implications of business and marketing plans are more dominant in today's strategic planning. A new shift to downsizing and leaner managements has emerged. Focusing on "core" businesses with potential for growth is viewed as important as conglomerate building was in the past. Strategic planning has......

Words: 2725 - Pages: 11

Premium Essay

Feseability Study

...Foreseeability Study Report on Amazon Prime Air service About Amazon Prime Air Amazon has invented the new product to deliver the various products to the customers by the drones. It will be the new technology, which will make the company innovative. It is a technological scenario, which makes Amazon capable to develop the new thinking in regards to improve and make the products delivery system fast, In future, the drones will deliver the products in 30 minutes under the control of technology experts. Introduction Electronic commerce (e-commerce) has been a staple of the society’s daily life and the significance has increased tremendously over the last decade, as the internet becomes more integrated and as technology advances rapidly. With a United Kingdom market share of approximately 22.5% in the entertainment market alone (Butler, 2015), beating the likes of Apple and HMV in the sales of music and movies, Amazon is without a doubt a force to be reckoned with in the e-commerce ecosystem. Its service has evolved over the years from the introduction of Amazon Prime which includes free one-day delivery and its movie streaming service, to Amazon Fresh which delivers fresh cooking ingredients delivered on the same day of ordering. Amazon’s latest offering, Amazon Air, a new method of delivery using flying drones has piqued curiosities among experts in the industry. This report will explain further Amazon air’s service as well as pointing out five aspects......

Words: 3504 - Pages: 15

Free Essay

Seeking Asylum

...to come out of this time period is Henry Hobson Richardson. He helped develop a definite American Style of architecture and one of the most important. His influence on building design has made an impact on such architects as Frank Lloyd Wright and Louis Sullivan. Siegfried Giedion, author of Space, Time and Architecture, states that “Richardson’s study of historical precedence- in this case Romanesque buildings-led to the design of the new forms Richardson was after.” Henry Hobson Richardson was born in a Louisiana Parish on September 29th, 1838 to Catherine Priestley and Henry Richardson. He was born into a well-to-do family and was raised on a cotton plantation. He entered into Harvard University in the winter of 1856 where he studied civil engineering and was a member of the graduating class of 1959. Many scholars studying Richardson quote how unsuccessful and unexceptional he was at the University level, but that would all soon change. After graduation, Richardson wanted to see the other side of the Atlantic and traveled to Paris, France. While enjoying the culture change in Paris, Richardson decided to continue his studies at the Ecole des Beaux-Arts as an architecture student. Furthermore, he found employment in an architectural firm in France, as a draftsman. This helped to hone his new learned talents and show him what the business was like. He entered into the Architecture school in the Fall of 1860, but due to the Civil War back in the States, Richardson had to...

Words: 5002 - Pages: 21

Premium Essay

Virgin Cola Term Paper

...Chapter One 1.0 Introduction 1.1 Background of the Study Global Beverage Company Limited (GBCL) is the one of the stabilized beverage company in Bangladesh. They provide soft drinks with a brand name “Virgin” which an exclusive franchise agreement with Virgin Enterprise Limited of United Kingdom. GBCL started their business in Bangladesh December in 1999. Gazipur is our only production zone and main office at Mirpur, Dhaka. GBCL produced soft drinks with different flavors and sizes (can and bottle). Cola, Orange, Lemon-lime, Passion fruit, Grape fruit, Tutti-frutti these are all flavors of Virgin. Beside these, Diet cola is exclusive. Its competitors are Tabani Beverage, Bangladesh Beverage, National Beverage, Globe Beverage and Partex Beverage Limited. Its target market is teenager at the age of 13 to 19. It offers good taste with various products, maintaining international standard quality level. Product design and packaging is distinctive rather than the others. It takes better positioning in consumers mind from starting period flavored drinks. GBCL also introduced Mango juice flavor with brand name Cheers. In BCG matrix Virgin cola stays in Dogs but have a better chance to move from Dogs to Cash Cow. GBCL is continuing 13% of total market growth share. Its core benefit is removing the thirst of consumer. It uses aluminum container can, and plastic Container for pet bottle. Virgin drinks have proved their standard......

Words: 6264 - Pages: 26