porsche case of marketing
Post on 19-Jan-2015
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PORSCHE: THE CAYENNE LAUNCHE
Presented To:• Prof. Narendrababu
Presented By:• Anuj Gilra• Alok Kumar• Amit Singh• V. Sandeep Kumar• Inderjeet Singh
TIME LINE
In 1931, Porsche was founded by Ferdinand
Porsche
In June 1948, the company launched Porsche 356
Porsche 356 was the 1st car under Porsche brand
name
In 1953, they launched their first racing car
Porsche 550
TIME LINE
In 1964, the launched Porsche 911
In 1970, Porsche and Volkswagen collaborated
and launched Porsche 914
In 2002, Porsche produced the sport utility vehicles
which is Cayenne
SALES DATA
Over saturated sports car industry
Launching Porsche Cayenne (SUV)
Customer attitude towards the brand
Entry from niche market to mass market
PROBLEMS
SWOT
STRENTHS
WEEKNESS
OPPORTUNITIES
THREATS
STRENGHTS
Company image and brand name are well
established and well known
Smoother driving experience
Powerful engine
Classy advertising
Engineering capabilities
Strong competition in SUV markets, means
limited market shares
Higher reliance on the US markets
Not diversified
Small in size and revenue compared to
competitors
WEAKNESS
Leverage Porsche to expand product line
Implement innovative features to face
competition
Increase in manufacturing units to
penetrate in domestic markets.
OPPORTUNITIES
Government regulation policies
Impeding recession
Intensive competition from automobile
giants catering to the elite class
Declining core market sells
Foreign currency fluctuations
THREATS
PERCEPTUAL MAP
Should go for Fast and Luxury SUV
Should make more fuel efficient SUV
They should come with Hybrid cars
RECOMMENDATION
Thank You
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