...management of Porsche. The Porsche company has been around for a very long time and has had its share of ups and downs in the automobile industry. In this case study, I am going to be discussing the marketing management orientations, the buyer decision processes, the various segmentation strategies used and touch on why Porsche sold lower priced models in the 1970’s and 1980’s. First let’s talk about Porsche’s marketing management strategies used. The marketing management orientations used (or that should be used) by Porsche are product concept, societal marketing concept, and the marketing concept. With the product concept, we see Porsche striving to not only improve on the cars they have, but to innovate into new markets - showing that Porsche isn’t a one trick pony. They focus on quality, not quantity. Porsche believes that it is better to have 500 amazing Porsches in the world, verses 1000 average ones. Porsche also has focused on the performance and features of a Porsche that set it apart from every other car manufacturers, even other luxury car makers like BMW, Lexus, etc. Every Porsche that leaves their German plants has been meticulously designed down to the smallest part of engineering, to the tiniest detail. By concentrating on making each one perfect and an automobile feat, Porsche is able to show that while others may produce millions of cars, they produce works of art that you can drive. For the new markets that Porsche has entered, we see Porsche applying marketing...
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...Porsche: Guarding the Old While Bringing in the New Porsche: Guarding the Old While Bringing in the New Team 5 Principles of Marketing February 2014 Team 5 Principles of Marketing February 2014 1. Develop a 1-2 paragraph summary of your assigned Company. When a person hears the name Porsche, immediately the word elite comes to mind, along with a few other words such as success, money, and speed. These terms are exactly what the owners of this one of a kind sports car are trying to obtain. In 1931 Ferdinand Porsche entered the car making market. For the first 20 years of business Ferdinand focused on his famous Volkswagen Beetle. It wasn’t until 1950 that the Porsche sports car came into the eyes of this rising businessman. The first Porsche cars, the 911 and 356 models, were unique and fast with their motors located in the back of the vehicle. This car screamed the words expensive and luxurious. Porsche purchasers dropped an enormous amount of cash to own one of these beautiful cars. Owners were a limited group of entrepreneurs and part of a small group that viewed their vehicles as an extension of themselves, much like their expensive suits and watches that were thousands of dollars. Porsche buyers enjoyed being “special.” Since Porsche was such an expensive car that caught the attention of a select group of buyers, the company began to struggle with the idea of expanding its market to a broader horizon. Ferdinand Porsche decided to create a cheaper model...
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...Maggie Beckley Anite Dahaba Sherryon Moore Zulma Ocampo Chapter 5 Porsche Case Study: Guarding the Old While Bringing the New 1. Analyze the buyer Decision process of a traditional Porsche customer. a. Traditionally Porsche has developed a low volume and increasingly fragmented auto market. The availability of these high end models created an image of exclusivity. And this image is very important to the Porsche customer and they want their car to represent how successful they are. For the traditional Porsche customer the 1st 3 steps in the buying decision may be skipped or gone through a bit quicker and go to steps 4 and 5 because they already know about the Porsche and they already know what they need in this type of car. The first 3 steps generally arise when a consumer faces a new and complex purchase situation. i. Need Recognition: The Porsche customer is financially well off so the car they purchase would be a representation of their lifestyle. ii. Information Search: The Porsche consumer will likely obtain information from personal sources (those in their circle who already owns a Porsche) or from commercial sources. iii. Evaluation of Alternatives: This step is skipped for traditional Porsche customer because this is the only brand they would be evaluating. iv. Purchase Decision: the Porsche customer will likely go with what their preferred brand. The intent of this customer...
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...Chapter 5 Company Case Porsche: Guarding the Old While Bringing in the New Questions for Discussion 1. Analyze the buyer decision process of a traditional Porsche customer. The need recognition for the traditional Porsche customer would be internal and external stimuli. The need to have a nice exclusive car no matter, how it drives would be internal stimuli. It’s a status quote. External stimuli would be that they do not feel comfortable that just the average person can buy it. This is only for financially successful people. The traditional customer did their information search by making sure that the price and quality was high enough to meet their expectations. They are strong and satisfying feeling. The evaluation of alternatives for the traditional customer was the logical thinking that not anyone could just drive and afford a Porsche. By accomplishing the daily task. The purchase decision was made due to them enjoying the machine and it fast engine. The post purchase behavior is that if Porsche continue to meet their customer relationship loyalty then the traditional would keep faithful. 2. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or Panamera customer. The Porsche customers need to identify whether they will choose for a Cayenne or Panamera. The post purchase behavior for Porsche customers expect that Cayenne is SUV but they dissatisfied with performance. The Sports Luxury car traditional...
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...Porsche: Guarding the Old While Bringing in the New Background on Porsche The Porsche Company was founded by Ferdinand Porsche who credited himself for the design of the original Volkswagen Beetle and Adolf Hitler’s people’s car. He had already gathered over 30 years of valuable experience before designing the Porsche. The first result of this work in automobile development was an electric car called the Lohner Porsche which was powered by wheel-hub motors. In 1948 Porsche engineering office started working under its own steam on the Type 356 VW Sports Car it marked the birth of the Porsche sports car. Today the Porsche engineering continues to take on engineering challenges of the future. The Problem The Porsche Company started to decline in sales due to its’ exclusive customers. Porsche became concerned about if there were enough products to keep the company afloat. The company tried to extend its brand outside of the box with making cars that were affordable to individuals who didn’t represent the Porsche brand. What factors are important to understanding this problem? The Porsche customers were upset, because there were different classes of people who owned this product. The customers exemplified attitude toward the product. “A customer’s attitude fit into a pattern changing ones attitude may require difficult adjustments in many others” (Kotler and Armstrong). Brand personality is a unique concept with this case. “Brand personality is the specific mix of human...
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...Porsche : Guarding the Old While Bringing in the New Introduction Porsche : The company Porsche founded in 1931 Porsche appealed to financially succesful people. People buy Porsche because the car mirrors their self-image Unique company Managers of Porsche wants to know: -Who their customers are - What they think - How they feel The buyers decision process Low volume and increasingly fragment auto market Sold a few models, creating an image of excusivity Making decisions : Cayenne or Panamera? Porsche 914 1970 - Porsche began to worry Cheaper model for other classes Made for a differend type of costumers VS How the Loyalists were thinking about the 914 They never accepted the 914 as a real 'Porsche'. The 914 users don't fit in the real owner profile. Disappointment in the new strategy of Porsche : Mass over Class Questions for Discussion Positive and negative attitudes toward a brand like Porsche. Positive Customer buying a Porsche wants to show their status and separate from the lower class. Negative Customers are not satisfied with the produce image. Answer 1 : It is the image of exclusivity that is most important. They want their car to represent how successful they are. Answer 2 : A traditional Porsche customer is more concerned about the way the car sounds, vibrates and feels. A Cayenne or Panamera customer is looking for both family car and speed. Answer 3 : * Cultural Factors (Social Class); having a Porsche is always means to upper social class...
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...Case Study Porsche: Guarding the Old While Bringing in the New 1. Analyze the buyer decision process of a traditional Porsche customer. A typical Porsche customer does not go through the traditional buyer decision steps. “The five steps include; need recognition, information search, and evaluation of alternatives, purchase decision, and postpurchase behavior” (Kotler & Armstrong, 2014). These customers skip most of the 5 stages and jump right into the purchase decision. Although these individuals might make a purchase off of brand recognition usually the decision is made based on their wants and their mind is made up well before the purchase occurs. “Porsche appeals to a very narrow segment of financially successful people” (Kotler & Armstrong, 2014) and these people purchase their cars for the pure enjoyment of the vehicle and the exclusivity the car provides. As a current owner of three Porsches, and currently searching for number four, I can tell you that personally I purchase these vehicles for two reasons; for the pure excitement I get when driving these cars and they also define my arrival at a successful benchmark in my life and the exclusivity that comes with ownership. Nothing can replicate the feeling of driving one, and no other combination of sound, feel, sight and soul can connect with a true “Porschephile” (Urban Dictionary, 2005), like owning a Porsche. “A Porsche is more than just a vehicle. It is an expression of freedom and a unique attitude...
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...evolved to use sex for recreation as well as for procreatim whereas most other mammals are denied that pleasure.... It is a great little book, by one of the worlds foremost biological philosophers." -ROGER Shohl Professor of Physiology Monash University Australia "Once again Jared Diamond provides us with answers to questions we may never have stopped to ask, but wish we had. In this long essay Diamond explains that recreational sex, while not unique to humans, is a rare behavior in the animal world. Above all, we learn, sexual activity divorced fron procreation is not only part of what it is to be human, but the very crux of our evolutionary success." -Bettyaxn Kevles. author of Naked to the Bonn Medical Imaging in the Twentieth Centnty The Science Masters Series is a global publishing vonture consisting of original science books written by leading scientists and published by a worldwide team of twenty-six publishers assembled by John Brockman. The series was conceived by Anthony Cheetham of Orion Publishers and John Brockman of Brockman Inc., a New York literary agency, and developed in coordination with Basic Books. The Science Masters name and marks are owned by and licensed to the publisher by Brockman Inc. Copyright c 1997 by Jared Diamond. Published by Basic Books, A Member of the Perseus Books Group. All rights reserved. Printed in the United States of America. No part of this...
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...B2B Brand Management Philip Kotler ´ Waldemar Pfoertsch B2B Brand Management With the Cooperation of Ines Michi With 76 Figures and 7 Tables 12 Philip Kotler S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Business Northwestern University 2001 Sheridan Rd. Evanston, IL 60208, USA p-kotler@kellogg.northwestern.edu Waldemar Pfoertsch Professor International Business Pforzheim University Tiefenbronnerstrasse 65 75175 Pforzheim, Germany waldemar.pfoertsch@pforzheim-university.de ISBN-10 3-540-25360-2 Springer Berlin Heidelberg New York ISBN-13 978-3-540-25360-0 Springer Berlin Heidelberg New York Cataloging-in-Publication Data Library of Congress Control Number: 2006930595 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag. Violations are liable for prosecution under the German Copyright Law. Springer is a part of Springer Science+Business Media springeronline.com ° Springer Berlin ´ Heidelberg 2006 Printed in Germany The use of general descriptive names, registered...
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...THE KITE RUNNER by KHALED HOSSEINI Riverhead Books - New York The author makes liberal use of _italics_ and I have missed noting many of them, but the rest of this text file should demonstrate good proofing. Copyright © 2003 by Khaled Hosseini Riverhead trade paperback ISBN: 1-59488-000-1 This book is dedicated to Haris and Farah, both the _noor_ of my eyes, and to the children of Afghanistan. ACKNOWLEDGMENTS I am indebted to the following colleagues for their advice, assistance, or support: Dr. Alfred Lerner, Don Vakis, Robin Heck, Dr. Todd Dray, Dr. Robert Tull, and Dr. Sandy Chun. Thanks also to Lynette Parker of East San Jose Community Law Center for her advice about adoption procedures, and to Mr. Daoud Wahab for sharing his experiences in Afghanistan with me. I am grateful to my dear friend Tamim Ansary for his guidance and support and to the gang at the San Francisco Writers Workshop for their feed back and encouragement. I want to thank my father, my oldest friend and the inspiration for all that is noble in Baba; my mother who prayed for me and did nazr at every stage of this book’s writing; my aunt for buying me books when I was young. Thanks go out to Ali, Sandy, Daoud, Walid, Raya, Shalla, Zahra, Rob, and Kader for reading my stories. I want to thank Dr. and Mrs. Kayoumy--my other parents--for their warmth and unwavering support. I must thank my agent and friend, Elaine Koster, for her wisdom, patience, and gracious ways, as well as Cindy Spiegel, my keen-eyed and...
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...Contemporary Developments in Business and Management Kenneth Fee The University of Sunderland © 2013 The University of Sunderland First published September 2013 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without permission of the copyright owner. While every effort has been made to ensure that references to websites are correct at time of going to press, the world wide web is a constantly changing environment and the University of Sunderland cannot accept any responsibility for any changes to addresses. The University of Sunderland acknowledges product, service and company names referred to in this publication, many of which are trade names, service marks, trademarks or registered trademarks. All materials internally quality assessed by the University of Sunderland and reviewed by academics external to the University. Instructional design and publishing project management by Wordhouse Ltd, Reading, UK. Contents Introduction vii Unit 1 The contemporary world of business and management Introduction 1.1 1.2 The global business environment The importance of developments in the global environment Case Study 1.3 Organisational decision making and performance vii 1 3 10 14 17 19 19 20 Self-assessment questions Feedback on self-assessment questions Summary Unit 2 Globalisation Introduction 2...
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...FROM THE AUTHOR OF THE BESTSELLING BIOGRAPHIES OF BENJAMIN FRANKLIN AND ALBERT EINSTEIN, THIS IS THE EXCLUSIVE BIOGRAPHY OF STEVE JOBS. Based on more than forty interviews with Jobs conducted over two years—as well as interviews with more than a hundred family members, friends, adversaries, competitors, and colleagues—Walter Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing. At a time when America is seeking ways to sustain its innovative edge, Jobs stands as the ultimate icon of inventiveness and applied imagination. He knew that the best way to create value in the twenty-first century was to connect creativity with technology. He built a company where leaps of the imagination were combined with remarkable feats of engineering. Although Jobs cooperated with this book, he asked for no control over what was written nor even the right to read it before it was published. He put nothing offlimits. He encouraged the people he knew to speak honestly. And Jobs speaks candidly, sometimes brutally so, about the people he worked with and competed against. His friends, foes, and colleagues provide an unvarnished view of the passions, perfectionism, obsessions, artistry, devilry, and compulsion for control that shaped his approach to business and...
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...THE KITE RUNNER by KHALED HOSSEINI Published 2003 Afghan Mellat Online Library www.afghan-‐mellat.org.uk _December 2001_ I became what I am today at the age of twelve, on a frigid overcast day in the winter of 1975. I remember the precise moment, crouching behind a crumbling mud wall, peeking into the alley near the frozen creek. That was a long time ago, but it's wrong what they say about the past, I've learned, about how you can bury it. Because the past claws its way out. Looking back now, I realize I have been peeking into that deserted alley for the last twenty-‐six years. One day last summer, my friend Rahim Khan called from Pakistan. He asked me to come see him. Standing in the kitchen with the receiver to my ear, I knew it wasn't just Rahim Khan on...
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...Breaking Dawn Stephenie “Cockblock” Meyer Copyright© 2008 by Stephenie Meyer. All rights reserved. Except as permitted under the U.S. Copyright Act of 1976, no part of this publication may be reproduced, distributed, or transmitted in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. Little, Brown and Company Hachette Book Group USA 237 Park Avenue, New York, NY 10017 Visit our Web site atwww.lb-teens.com First eBook Edition: August 2008 Little, Brown and Company is a division of Hachette Book Group USA,Inc. The Little, Brown name and logo are trademarks of Hachette Book Group USA, Inc. Epigraph for Book Three from Empire by Orson Scott Card. A Tor Book. Published by Tom Doherty Associates,LLC. Copyright© 2006 by Orson Scott Card. Reprinted with permission of the author. The characters and events portrayed in this book are fictitious. Any similarity to real persons, living or dead, is coincidental and not intended by the author. ISBN: 978-0-316-03283-4 Contents BOOK ONE: BELLA Preface 1. Engaged 2. Long Night 3. Big Day 4.Gesture 5. Isle Esme 6. Distractions 7. Unexpected BOOK TWO: JACOB Preface 8. Waiting For The Damn Fight To Start Already 9. Sure As Hell Didn't See That One Coming 10. Why Didn't I Just Walk Away? Oh Right, Because I'm An Idiot. 11. The Two Things At The Very Top Of My Things-I-Never-Want-To-Do List 12. Some People Just Don't Grasp The Concept...
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...Wal-Mart’s Global Expansion (Chapter 6) ● WalMart Internally Ventures a New Kind of Retail Store (Chapter 8) ● Sam Walton’s Approach to Implementing Wal-Mart’s Strategy (Chapter 9) Strategy in Action Features A Strategic Shift at Microsoft (Chapter 1) ● The Agency Problem at Tyco (Chapter 2) ● Circumventing Entry Barriers into the Soft Drink Industry (Chapter 3) ● Learning Effects in Cardiac Surgery (Chapter 4) ● How to Make Money in the Vacuum Tube Business (Chapter 5) ● The Evolution of Strategy at Procter & Gamble (Chapter 6) ● Diversification at 3M: Leveraging Technology (Chapter 7) ● News Corp’s Successful Acquisition Strategy (Chapter 8) ● How to Flatten and Decentralize Structure (Chapter 9) Practicing Strategic Management Application-based activities intended to get your students thinking beyond the book. Small-Group Exercises Short experiential exercises that ask students to coordinate and collaborate on group work focused on an aspect of strategic management. Exploring the Web Internet exercises that require students to explore company websites and answer chapter-related questions. Designing a Planning System (Chapter 1) Evaluating Stakeholder Claims (Chapter 2) Competing with Microsoft (Chapter 3) Analyzing Competitive Advantage (Chapter 4) How to Keep the Salsa Hot (Chapter 5) Developing a Global Strategy (Chapter 6) Comparing Vertical Integration Strategies (Chapter 7) ● Identifying News Corp’s Strategies (Chapter 8) ● Speeding Up Product Development (Chapter...
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