...------------------------------------------------- PORSCHE ------------------------------------------------- Marketing Case Study Report Group 1: Zipei Liu, Yoon Ji Lee, Junghyun Lee Abstract Analyzed the buyer decision process of consumers of Porsche and how the company developed throughout the history. Even mentioned from the very first sentence of the text, Porsche is a unique company. It holds a very unique customer value, as not much population over the world owns a car of such. In most places, owning a Porsche is considered holding a massive amount of wealth. What made Porsche become such a company with desirable image, and how did the company and market change over the history? A challenging question to Porsche is, why they purchase Porsche instead of Jaguar, Ferrari, or a big Mercedes Coupe. As a consumer, most of us buy utility vehicles. But Porsche is considered a car to be enjoyed as luxury, not just simply used. Most Porsche buyers are not motivated by information, but by emotions. The brand effect can be an important reason why customers choose Porsche instead of Jaguar or Ferrari. Customers believe in the brand image Porsche holds – the luxuriousness. Thus, if there is no influence from others or the influence cannot move people, and if there are no unexpected situation factor, customers will finally decide to purchase Porsche instead of others. And after customers purchase and drive Porsche on road, they will admire and be satisfied with their Porsche...
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...Student name: ________________________________ Student ID _______________________ York University Faculty of Liberal Arts and Professional Studies School of Administrative Studies AP/ADMS 4250 Marketing Strategy, Fall 2013 Instructor: A. Rusetski, Ph.D. EXAM 1: Case AP/ADMS 4250 Marketing Strategy Exam 1 Page 1 of 7 FIAT RETURNS TO CANADA1 A.RUSETSKI, PH.D F IGURE 1: A 2011 FIAT 500 On March 18, 2011 two hundred strange looking tiny cars lined up on the streets around the Quebec Business Centre. FIAT, a major European car manufacturer, was celebrating its return to Canada after 28 years of absence. This comeback became possible thanks to a partnership with one of the Detroit Big Three car manufacturers – Chrysler. From Montreal, columns of FIAT 500 cars paraded to designated Chrysler dealerships where FIAT opened its “FIAT Studios”. A number of important and at times sad developments led to this celebratory moment. Once a powerful player in the North American market, in early 2000s Chrysler Corporation was struggling with declining demand and decreasing market share. In 1998 the company “merged” with German Daimler Benz to form DaimlerChrysler AG. In fact, the German automotive giant took ownership of Chrysler, but after nine years the new owner acknowledged that the “marriage” was not successful and it could not improve Chrysler’s financial ...
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...April TRAINING EXECUTIVE EXECUTIVE BUSINESS SIMULATION MARKET RESEARCH MARKET RESEARCH PACKAGE FOR THE EUROPEAN PASSENGER AUTOMOTIVE INDUSTRY 2009-2010 Release 9 MARKET RESEARCH MARKET RESEARCH PACKAGE FOR THE EUROPEAN CAR INDUSTRY THE EUROPEAN CAR MARKET The European motor industry is the world's largest car market, having exceeded the US market in total units sold (excluding light trucks). It is also an extremely competitive arena. Some of the patterns to emerge from this market over the last few years are listed below. 1. Sales Figures1 Historical and Current The last strong rise in sales was in 1998 (14.3m), continuing into 1999, however, in 2000 sales fell by 2.2% (14.7m) and stayed at this level in 2001. In 2002 sales fell by 3%, 2003 saw an increase of nearly 5% but this was a result of an expanding marketplace, in reality there was another fall of 1% when comparing sales in the same EU member countries. 2004 saw a genuine 2% increase in registrations, remained stable in 2005, showed a substantial 4% rise in 2006 but then the percentage increase dropped to 1% in 2007. In 2008 European car sales figures were easily the worst for over a decade: 14.6m in extended Europe, 13.6m in the core economies, a drop of 8.2% and 8.1% respectively over 2007 figures. Gloomy forecasts for 2009 proved to be well founded with the whole market falling by a further 0.7% to 14.5m, however, the market excluding the new EU countries did show a 0.7% improvement to 13.7m...
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...Fiat plays double or quits with Chrysler Introduction Below are two articles about the merger between Fiat and Chrysler. Please read these and analyse them in the context of TWO of the theoretical frameworks ( One from OS, One from HR) which have been reviewed and considered in this course. Your answer should include: A brief summary of the relevant theories, and any evidenced based critique of those theories You should then apply those three concepts to this case study, so as to illustrate how they apply, or may be contradicted, in the Fiat –Chrysler merger. From The Economist, 27 November 2010, P 73-74 IN JANUARY Fiat cars will be back on sale in America for the first time in 27 years. The tiny, retro-styled Fiat 500 will appear in the showrooms of 130 dealers across the country. It was launched at the Los Angeles motor show last week, alongside a revamped Chrysler range. Fiat’s return to America is the first visible result of what is intended to be an ever closer union with Chrysler, agreed on last year when the Detroit giant was in bankruptcy. The two companies are betting that the Fiat 500—designed by Frank Stephenson, the man behind BMW’s transatlantic success with the MINI—will also prove as popular with Americans as it has with Europeans. Returning to a country from which Fiat was driven out by poor quality—Americans used to quip that its name stood for “Fix It Again, Tony”—is a big risk. But the reward is to get back into one of the world’s largest...
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...Case Study 3 The 2009 Chrysler-Fiat Strategic Alliance 1. What are your views of the 2009 Chrysler-Fiat strategic alliance and its future prospects in the auto industry? When it comes to dealing with worldwide economic recession, grave steps have to be taken in order to ensure the survival of businesses, as too many livelihoods depend on it. Also, due to the investments that shareholders make, and the wide array of other businesses that the company would affect, it puts a lot of pressure on the board or the people running the company to make sure that they survive the bad times and emerge victorious. For Chrysler, it was a major setback when Daimler decided to withdraw its partnership and give its 80 per cent stake to Cerberus for less than 1/4th of the price they bought it for. Chrysler was doing badly, and although known as the “Number Three” car in North America, it was not able to keep up and had to declare bankruptcy and was told to form a strategic alliance with a company as a part of the Obama Administration rescue plan. Fiat has had its own share of ups and downs, but in the European market it has proven to be successful. It withdrew itself from the North American market in the nineteen eighties as it could not keep up there. But now, with its strategic alliance with Chrysler, it can benefit by entering into the North American market without having to push too much as Chrysler is already a well-known brand there. The Strategic Alliance was definitely very...
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...Letter of Transmittal 02 December, 2011. Dr. ABM Shahidul Islam Professor, Department of Marketing Faculty of Business Studies University of Dhaka Sub: Request for acceptance of the term-paper Sir, We are very pleased to be able to submit our term-paper on “Volvo - an overview”. In developing the report we have followed the format and instructions given by you. In every sphere of our report, we have tried our level best to make a good combination of learning from the Integrated Marketing Communication Course. We also tried to match our theoretical knowledge and the direct experience gathered during the preparation of our term-paper. In this report, we have tried to be as descriptive as possible for the convenience for the reader. Any clarification required & query needed regarding our report will be gratefully acknowledged. Yours obediently Mudassar Mahmood Khan Md. Matiul Islam Md. Abdur Rahman Bhuiyan Md. Ehsanul Haque ID No. 41018003 ID No: 40609063 ID No: 40610059 ID No: 41018044 18th Batch 9th Batch 10th Batch 18th Batch EMBA EMBA EMBA EMBA Dept. of Marketing Dept. of Marketing Dept. of Marketing Dept. of Marketing University of Dhaka University of Dhaka University of Dhaka ...
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...UNIT 1- CAR BODY DETAILS Cars can come in a large variety of different body styles. Some are still in production, while others are of historical interest only. These styles are largely (though not completely) independent of a car's classification in terms of price, size and intended broad market; the same car model might be available in multiple body styles (or model ranges). For some of the following terms, especially relating to four-wheel drive / SUV models and minivan / MPV models, the distinction between body style and classification is particularly narrow. Please note that while each body style has a historical and technical definition, in common usage such definitions are often blurred. Over time, the common usage of each term evolves. For example, people often call 4-passenger sport coupés a "sports car", while purists will insist that a sports car by definition is limited to two-place vehicles. Body work In automotive engineering, the bodywork of an automobile is the structure which protects: ⦁ The occupants ⦁ Any other payload ⦁ The mechanical components. In vehicles with a separate frame or chassis, the term bodywork is normally applied to only the non-structural panels, including doors and other movable panels, but it may also be used more generally to include the structural components which support the mechanical components. Construction There are three main types of automotive bodywork: ⦁ The first automobiles were designs...
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...ECON254 THEORY OF THE FIRM. TUTORIAL 5. GROWTH, MANAGERIAL THEORIES OF THE FIRM AND THE ECONOMICS OF MULTINATIONAL ENTERPRISE. 1. Dunning’s Eclectic Theory. Read the following short case study and use Dunning’s eclectic paradigm to explain why IBM has decided to pull out of production of PCs at Zelenograd and revert to exporting. Hint: Dunning’s paradigm argues that firms will set up overseas operations where three conditions hold: • The firm has Ownership advantages – things the firm is able to do particularly well relative to its rivals • There are Locational advantages – there are good reasons why the overseas location is more favourable than supplying from the home country • There are Internalisation advantages – good reasons why the firm will run it’s own overseas operation rather than contracting a third party to produce the good under licence IBM Pulls out of Zelenograd. IBM is considering bending its production of personal computers at Zelenograd, near Moscow, blaming changes in the Russian tax regime for undermining the economic rationale for manufacturing computers locally compared to importing them. Other Western computer manufacturers are also complaining that tax breaks granted to Russian trading groups with connections in the Kremlin have undermined the local market’s price structure. The decision is a serious setback to Russia’s attempts to attract foreign direct investment and reflects the unpredictable business...
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...Should Ford Go Green ? Junwoo Lee - Shirley Jagle- Yaelle Saporta - Arjan Van Berlo- Tomas Duijvestijn - Michiel Van Dongen I. Who are we ? 1. Background 2. Product line 3. Organizational Structure 4. Figures 5. Mission, Vision and Values II. Macroenvironement dynamics 1. Macro-environment - Influences PESTEL 2. Industry Sectoral Dynamics - Industry characteristics - Description of the recent sectoral dynamics - Positioning in the sector - Porter 5 forces analysis - Analysis of the competitive position III. Strategic Capacity Analysis 1. Goals and Targets 2. Analysis of possible Alternative IV. Presentation of Alternatives 1. Strategic Business Units = GO GREEN 2. Directions and development methods V. Assessment of Alternatives 1. Cost / Benefit Analysis - Alternatives 2. Implementation Timeline 3. Expected Results VI. References I. Who Are We ? 1. Background Henry Ford founded the Ford Company in 1903. Despite a difficult start, he created 19 new models in the first five years. The company already had an international aspect even then since the rubber is imported from Belgium Congo. Success finally came with the Ford T in 1908, so much that any advertisement was unnecessary. To produce this model, H. Ford instituted the practice of large scale manufacturing of car and management of industrial Work forces. Such method was named after him, Fordism, in 1914. Nowadays...
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...Fordism and Taylorism are responsible for the early success and recent decline of the U.S. motor vehicle industry Ronald Jean Degan International School of Management Paris 2011 Working paper nº 81/2011 globADVANTAGE Center of Research in International Business & Strategy INDEA - Campus 5 Rua das Olhalvas Instituto Politécnico de Leiria 2414 - 016 Leiria PORTUGAL Tel. (+351) 244 845 051 Fax. (+351) 244 845 059 E-mail: globadvantage@ipleiria.pt Webpage: www.globadvantage.ipleiria.pt WORKING PAPER Nº 81/2011 Setembro 2011 Com o apoio 2 Fordism and Taylorism are responsible for the early success and recent decline of the U.S. motor vehicle industry Ronald Jean Degen Ph.D. Candidate at the International School of Management Paris Vice Chairman of Masisa Chile Address: E-mail: rjdegen@gmail.com Phone: +55 21 8068 9000 Av. Pasteur 333 Botafogo/Urca Lancha Ovelha Negra Iate Clube do Rio de Janeiro 22290-240 Rio de Janeiro, RJ Brazil 3 Fordism and Taylorism are responsible for the early success and recent decline of the U.S. motor vehicle industry Abstract This paper identifies the ways in which the ideas of Fordism and Taylorism have been responsible for the success of the U.S. motor vehicle companies until 1955, and for their subsequent decline. On three occasions, the motor vehicle industry has changed the fundamental ideas on the process of manufacturing, and, perhaps more significantly, on how humans work together to create value. Under Fordism...
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...EXECUTIVE SUMMARY OBJECTIVES OF THE STUDY 1. To explore the history of the automotive industry in the Philippines 2. To examine the implications of various laws and regulations, whether domestic or international, on the local automotive industry 3. To provide and survey the current profile of the industry 4. To analyze the problems and challenges significantly affecting the industry, especially those which are economic in nature 5. To provide various recommendations that would address the problems identified and eventually, aid in the betterment of the industry I. INTRODUCTION The Philippine automotive industry has been greatly characterized by parts and components manufacturing as a result of its participation in production sharing. Parts and components manufacturing accounts for more than 80 percent, while motor vehicle assembly accounts for about 17 percent of the local automotive industry. The components sector consists of: metalworking, rubber, seats and trims, plastics, electrical, and others. The components sector manufactures the following parts: * Suspension: tires steel rims, aluminum wheels, leaf and coil springs * Interior: carpets, seats * Electrical system: wiring harnesses, batteries, lamps, relays * Pressed components: mufflers, radiators, seat frames, sea adjusters, oil and air filters, pedals * Rubber and plastic components: fan belts, rubber hoses, small plastic parts * Mechanical...
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...Annual Report At 31 December 2013 108th financial year Annual Report At 31 December 2013 All our reports are available at http://2013interactivereports.fiatspa.com Go to the online version of the Fiat Annual Reports to learn more about the Group's financial performance, sustainable development and other corporate information. | | Download our app www.fiatspa.com/mobileapp 3 General Meeting An Ordinary General Meeting of Shareholders will be held at 11 a.m. on 31 March 2014 (single call) at Centro Congressi Lingotto, Via Nizza 280, Turin to vote on the following: Agenda 1. Motion for Approval of the Statutory Financial Statements and Allocation of 2013 Net Result 2. Compensation and Own Shares: a) Compensation Policy pursuant to Article 123-ter of Legislative Decree 58/98 b) Authorization for the Purchase and Disposal of Own Shares Attendance and Representation Shareholders are entitled to attend the Meeting if they hold the right to vote at the close of business on the record date of 20 March 2014 and the Company has received the relevant confirmation of entitlement from an authorized intermediary. As provided by law, shareholders entitled to attend the Meeting may also be represented by proxy. The Company has appointed Computershare S.p.A. (Via Nizza 262/73, Turin) as the Designated Representative, pursuant to Article 135-undecies of Legislative Decree 58/98, upon whom shareholders may confer proxy and instruct to vote on all or some of the motions on the agenda...
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...The Growth of Independent Chinese Automotive Companies (Second Draft for Discussion) Jianxi Luo May 6, 2005 International Motor Vehicle Program, MIT Index 1 Overview of Current Chinese Automotive Industry……………1 2 The Burgeoning Independent Chinese Auto Companies………9 3 Case Study: Chery Automobile Company………………………14 3.1 Introduction………………………………………………………… 14 3.2 Characteristic Analysis…………………………………………….. 18 3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.2.6 Technical Capabilities………………………………………………….18 Production Management……………………………………………….24 Product Characteristics……………………………………………….. 25 Intellectual Property…………………………………………………... 29 Exportation Strategies……………………………………………........33 Enterprise Culture…………………………………………………….. 36 3.3 Comparative Analysis ……………………………………………....36 4 Conclusions………………………………………………………. 42 References…………………………………………………………….47 1 Overview of Current Chinese Automotive Industry China’s first automobile manufacturing base, FAW (First Automobile Works), was built 50 years ago. From then on for over 30 years, there was no big progress in the Chinese automotive industry on both production and technology sides. Production capacity was low, and technology was outdated. From the middle 1980’s, with the establishments of joint ventures, the Chinese automobile industry began to develop faster than before. So far, all of the world's major automakers, such as General Motors, Toyota, Ford, Volkswagen, DaimlerChrysler, Nissan-Renault, PSA Peugeot Citroen,...
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...Ford Report on the BUSINESS IMPACT OF CLIMATE CHANGE FORD REPORT ON THE BUSINESS IMPACT OF CLIMATE CHANGE Table of Contents Foreword 1 Introduction Implications Actions Challenges Convergent Issues Commitment 2 2 3 3 3 Background The climate issue Business Drivers Market Share Regulatory compliance Shareholder value Industry Considerations 4 4 4 4 5 5 Strategic Roadmap Strategic principles Strategic actions Product Policy Plants People Partnerships 6 6 7 7 8 9 9 9 Conclusion 10 Appendix 1 Excerpt from 2004-2005 Sustainability Report 11-20 Appendix 2 California GHG regulations 21 Foreword In November 2004, Ford Motor Company received a shareholder resolution from the Interfaith Center on Corporate Responsibility (ICCR) and the Coalition for Environmentally Responsible Economies (Ceres) and others requesting we release information specific to our greenhouse gas emissions strategy. Much of the information requested is reported annually in our Sustainability Report (formerly called the Corporate Citizenship Report), and we have excerpted the most recent Sustainability Report as an appendix to this report. However, we agreed to publish the industry's first report dedicated to the issue of climate change and its effect on our business as well as the automotive industry as a whole. While we have worked closely with ICCR, Ceres and other stakeholders throughout the writing of this report, the material contained here is is our view of this...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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