COMPANY Case
Porsche: Guarding the Old
While Bringing in the New
________________________________________
Talipcan UĞUR
Ersel ŞİMŞEK
Ayça Arslan
Onur UZUN
Thomas Schwarberg
Alexej Simeth
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Introduction
Porsche AG – The company
The Porsche AG is a German
automotive company head-quartered
in Zuffenhausen/Stuttgart in Germany
and owned by VW
Total Sales
Revenue (Mio. €)
Employees
143,096
13,865
17,502
Niche Brand producing exclusive cars
(Toyota 9,75 Million sales in 2012)
Slide 2
Introduction
Porsche AG – The history
1931
“Dr. Ing. h. c. F. Porsche GmbH” was founded by
Ferdinand Porsche; at first just engineering office
1947 First Porsche Model 356 was built
“I very simply built my dream car […]” F. A. Porsche
1964 The Porsche 911 was introduced to market
1970s The much cheaper models 914, later 924 and 944
were introduced
1991 Porsche nearly went insolvent (neg. income)
2002 Entering the SUV-market with the Porsche
Cayenne
2009 Entering the luxury sedan-market with the
Porsche Panamera
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Introduction
Porsche AG – Porsche 914 became the top selling model…
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Introduction
Porsche AG – Present
Porsche recovered and is now the most profitable automotive company in the
world
In 2006 Porsche earned about 21,799 € per car before taxes; 9 times more than
the 2. place in ranking
Philosophy: “Exclusivity. Individuality. Craftsmanship.”
“We’re not looking
for volume; we’re
searching for
exclusivity.”
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Introduction
Porsche AG – The Customers
Financially successful people
Porsche is a mirror for the customer’s self-image
The car is like status symbol –
people want to distinguish
A car for people who
enjoy driving
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Analyzing the buyer decision
process of a traditional Porsche
customer
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1. Analyze the buyer decision process of a traditional Porsche
customer
Need
Recognition
- Financially successful
people.
Postpurchase
Behavior
- Consumer expectation and
satisfaction
Information
Search
- Strong and satisfying
feelings
Purchase
Decision
- Purchase intension &
purchase decision
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Evaluation of
Alternative
- Accomplish
daily task.
1. Need Recognition
The traditional Porsche customer,
follow the first stage Need Recognition.
Most of the traditional Porsche
customer is a financially successful
people, and who see themselves
entrepreneurial. The need to show
themselves with the right car and
Porsche is like a piece of clothing to
stand for.
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2. Information Search
The customer started information
search for the right car, which is the
challenging
Porsche
with
the
competent performance machine. Most
of the consumer of Porsche has
a strong and satisfying feeling of it, so
they may not need to do information
search.
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2. Information Search
If all they needed was something to
get them from point A to point B, they
could find something much less
expensive. Customer expected other to
like their cars and enjoy riding with in it.
Most of the traditional Porsche
customer is delighted with the
perceived performance of Porsche, too.
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3. Evaluation of Alternatives
Once all the information is gathered,
the consumer prepares to make a decision.
To help with a proper decision the
consumer may also evaluate alternatives.
Porsche has positioned itself in the car
industry
has
a
historical
and
Luxury/performance based brand. The “car
enthusiasts” buy what they know can
perform the best and that has longevity.
For Porsche, this helps dwindle the
evaluation of alternatives for their
potential consumers.
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4. Purchase decision
Most of the Porsche buyers are not
moved by information but by feelings.
Because Porsche represent luxury and
challenging, customer will buy it in
order to make difference or out of the
ordinary.
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4. Purchase decision
They
develop
a
personal
relationship with their cars, one that
has more to do with the way the car
sounds, vibrates, and feels, rather than
the how many cup holders it has or
how much cargo it can hold in the
trunk. They admire their Porsche
because it is a competent performance
machine without being flashy or phony.
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5. Postpurchase Behavior
Lastly, when a consumer makes a
purchase they assume certain outcomes,
preferably a positive one, with that
product. The only way the expectations are
met comes from whether the consumer
has been satisfied or not. This aspect of
the process would be considered the post
purchase behavior. According to the
numbers and statistics of the sales
mentioned in previous posts, I can firmly
say that the consumers are satisfied with
the Porsche products.
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Question 2 :Contrast the traditional Porche customer decision
process to the decision process for a Cayenne or Panamera
customer
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Question 2 :Contrast the traditional Porche customer decision
process to the decision process for a Cayenne or Panamera
customer
1-Traditional Porsche Customer’s Reflections
2-Cayenne and Panamera Customer’s Reflections
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Traditional Porsche Customer’s Reflections
• Not just another utilty vehicle but a life style.
• High prices imply high status.
• Take traditionalist stance on certain improvements.
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Cayenne and Panamera Customer’s Reflections
• Emerging market customers are
- not sticked to 2 doors and engines in the back.
• Some traditional markets customers
- move in life stages that brings new needs.
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3. Which concepts from the chapter
explain why Porsche sold so many
lower-priced models in the 1970s and
1980s ?
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Ferry Porsche:We did no market research,
we had no sales forecasts, no return-oninvestment calculations. None of that. I
very simply built my dream car and figured
that there would be other people who
share that dream.
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Factors influencing consumer behavior
 Cultural
 Social
 Personal
 Psychological
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Porsche Models
911
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Porsche Models
914
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Porsche Models
924
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Porsche Models
944
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As a result, Porsche increased sales goal by
nearly 50 percent to 60000 cars a year.
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 Market shares which begin to be insufficient
 Minimum rate of customers to run the company
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Question 4:
Explain how both positive and negative attitudes toward a
brand like a Porsche develope
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• Porsche was founded in 1931. It was desingned the original
Volkswagen Beetle
• First two decades, the company built Volkswagen Beetles for
German citizen and tanks and Bettles for the military.
• In the 1950’s and 1960’s the company began to sell cars under its
own brand named Porsche AG.
• After few decades Porsche 356 was created.
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• In the early 1970’s, Porsche introduced the car 914, cheaper
than 911.
• After that Porsche introduced 924 and 944. So they increased
sales goal by nearly 50 percent a year.
• Porsche loyalists were not happy. Because they wanted to keep
as a small group. On the other hand, the Porsche cars were
losing their quality, more faster cars are introduced.
• By 1990, Porsche reverted. It started to product cars faster and
more expensive
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How might
Porsche
change consumer attitudes
toward the brand?
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They can consumer attitudes while produsing special car for
consumers. For example, Porsche can develep their cars alterable.
So consumers feel more exclusive. Addition to, their car should be
less expensive but more qualified and faster.
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What role does the Porsche brand play in
the self-concept of it‘s buyers?
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A Porsche Buyer‘s Self Concept:
•
•
•
•
Financially successful
See themselves as entrepreneurial
Set high goals and work hard to achieve them
Expect exclusiveness from the products they surround
themselves with
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Why do they buy Porsche?
• Personal relationship with the car
• Moved by feeling, not by information
• They just enjoy driving in it
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In conclusion...
• A Porsche reflects the self image of it‘s buyer:
 Upper level
 Successful
 High social statues
costumers with an exclusive lifestyle
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THANKS FOR YOUR
LISTENING…
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