Porsche Case Analysis
Consumer Behaviour
11/10/2012
CASE STUDY ASSIGNMENT # 1 PORSCHE CANADA: SELLING WINTER DRIVING Mrs Leila Hamzaoui Essousi
THE TEAM: MONSTERS Safa Hanfi Feriel Babbou Yassine Kacem Ilyes Belhaj
1
Consumer Behaviour
11/10/2012
The Table of Content:
I. II.
The executive summary Situation analysis (and current problem the company is facing) a. The market b. Micro-environment c. Macro-environment The assignment questions Key marketing issue and expected results
III. IV.
2
Consumer Behaviour
11/10/2012
I.
The executive summary
Rawlinson’s concern is to succeed to attract a new segment of the market and to change both users’ behavior and perception towards the Porsche products. In fact, what is common for the Porsche users is that they tend not to use their vehicle during winter time; a habit that they acquired because of the weather conditions that damage their precious and usually wellmaintained car. Worldwide, Porsche takes part into the market of high end luxurious cars, it competes with brands known as being highly ranked in their range (Lexus, Mercedes). So is the case in the Canadian market. Porsche is a brand that captivates a certain category of buyers, with an average age of 45 years old certainly ones with a high income and a good social status who can afford the car’s price. The different models offered by Porsche makes it possible for the brand to capture the interest of different users all along the years. Five models of Porsche are displayed to please the interest of the brand’s amateurs who are usually into this brand since their early age. The Canadian market had witnessed an evident decrease in sales that went down by 17 % between 2007 and 2008 due to the financial crisis not because of the relocation of Porsche Canada. The challenge is that even though the luxury car market is filled with competitors such us BMW, Audi, Mercedes Benz and Jaguar, the users are more attracted to standard and basic sports
11/10/2012
CASE STUDY ASSIGNMENT # 1 PORSCHE CANADA: SELLING WINTER DRIVING Mrs Leila Hamzaoui Essousi
THE TEAM: MONSTERS Safa Hanfi Feriel Babbou Yassine Kacem Ilyes Belhaj
1
Consumer Behaviour
11/10/2012
The Table of Content:
I. II.
The executive summary Situation analysis (and current problem the company is facing) a. The market b. Micro-environment c. Macro-environment The assignment questions Key marketing issue and expected results
III. IV.
2
Consumer Behaviour
11/10/2012
I.
The executive summary
Rawlinson’s concern is to succeed to attract a new segment of the market and to change both users’ behavior and perception towards the Porsche products. In fact, what is common for the Porsche users is that they tend not to use their vehicle during winter time; a habit that they acquired because of the weather conditions that damage their precious and usually wellmaintained car. Worldwide, Porsche takes part into the market of high end luxurious cars, it competes with brands known as being highly ranked in their range (Lexus, Mercedes). So is the case in the Canadian market. Porsche is a brand that captivates a certain category of buyers, with an average age of 45 years old certainly ones with a high income and a good social status who can afford the car’s price. The different models offered by Porsche makes it possible for the brand to capture the interest of different users all along the years. Five models of Porsche are displayed to please the interest of the brand’s amateurs who are usually into this brand since their early age. The Canadian market had witnessed an evident decrease in sales that went down by 17 % between 2007 and 2008 due to the financial crisis not because of the relocation of Porsche Canada. The challenge is that even though the luxury car market is filled with competitors such us BMW, Audi, Mercedes Benz and Jaguar, the users are more attracted to standard and basic sports