Porsche strategic markeing analysis (updated)
•
1 gefällt mir•1,624 views
This document discusses Porsche's brand positioning and marketing strategy. It summarizes that Porsche positions itself as a high-quality, high-priced exclusive sports car manufacturer. It then discusses segmenting the Porsche market and targeting everyday users. The document outlines Porsche's "Magic Marketing Mix" that focuses on practicality, prestige, product, and predictability. It concludes with Porsche's strategy to increase sales to 200,000 cars annually by 2018 through growing customer enthusiasm and becoming an excellent employer while maintaining high returns.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Porsche strategic markeing analysis (updated)
Ähnlich wie Porsche strategic markeing analysis (updated) (20)
Mehr von Derek Mitchell, MBA
Mehr von Derek Mitchell, MBA (16)
Kürzlich hochgeladen
Kürzlich hochgeladen (6)
Porsche strategic markeing analysis (updated)
- 1. Engineered for Magic: Everyday The Professional Speaker - Project #3: Sales Training Speech May 11, 2016
- 2. Porsche Brand Identity What do we sell?
- 3. HighQuality High Price Low Price LowQuality Porsche Positioning
- 4. HighQuality High Price Low Price LowQuality Porsche Positioning High-priced High-quality Exclusive sports cars
- 5. Marketing Segmentation Porsche Market Elitists Bon Vivants Fantasists Proud Patrons Top Guns Everyday Users Everyday Users Enjoys sporty car for daily use Women, younger drivers etc.
- 6. Performance Focused VS. • Bluetooth • Navigation Systems • Cup Holders • Creature Comforts American Consumer Valued Features • PDK:Porsche Dopplekupplung? • PSK:Stability Management • Launch Control Advertised Features
- 7. Engineered for magic.Every day.
- 8. • Marketing the practicality of Porsche • Targeting consumer values • Breaking from traditional performance-driven advertising Consumer Focused
- 9. Magic Marketing Mix 4 P’s of Selling the Magic
- 11. Porsche Performance Projections Engineered for Everyday Impact
- 12. Strategy 2018 Increase customer enthusiasm Excellent employer and business partner Return on capital 21% Return on sales 15% Sales of 200,000 cars
- 13. Strategy 2018 Increase customer enthusiasm Excellent employer and business partner Return on capital 21% Return on sales 15% Sales of 200,000 cars Goal: World's leading exclusive sports car manufacturer
- 14. Increase customer enthusiasm Excellent employer and business partner Return on capital 21% Return on sales 15% Sales of 200,000 cars 2015: Record breaking year • 225,121 unit sales • First year in Porsche history with sales over 200,000 units • $21.5 billion in revenue • $6 billion in profit Strategy 2018
- 15. Increase customer enthusiasm Excellent employer and business partner Return on capital 21% Return on sales 15% Sales of 200,000 cars Value- creating growth Value-creating Growth • Increase market share- double sales by 2018 • Porsche Pure-remain true to Porsche brand • Value creating-growth, not growth at all cost Strategy 2018
- 16. Marketing Impact Porsche World-wide Annual Sales
- 17. 911 Boxster/Cayman Cayenne Panamera 918 Spyder Macan Porsche World-wide Model SalesMarketing Impact
- 18. KEYNOTE BY APPLE DESIGNED WITH For the complete presentation send a request to derek@myyearoffear.com