Case Study for Porsche Canada
Date: November 8, 2012
Course Code: MCS*2600
Course Title: Consumer Behavior
Professor: L. Foti
Assignment: Case Study Report
Introduction
Porsche Automobil Holding SE is a German luxury car company founded by Ferdinand Porsche in 1931. Until 2008, the Canadian segment of Porsche was operated through Porsche Cars North America. When Canadian sales reached nearly 2,000 units, the company decided that there should be a headquarters and operations to meet the demands of the local market. Porsche Canada became an official stand-alone subsidiary in April 2008 (Mark, 2011).
Porsche Canada had sold 1,682 new vehicles in Canada by the end of its first fiscal year ended in July 2009. Porsche has twelve dealerships in six provinces across Canada. Net profit, at the end of the fiscal year 2006, was over one million dollars. The most popular Porsche model sold in Canada over the years has been its sports utility vehicle, the Cayenne with an average list price of about $70,000 (Mark, 2011).
The strategic target customer for Porsche is an Xer who is 45 year-old, professional, and affluent male who earns over $100,000. Most of the customers became interested in Porsche while they were young; they are very brand loyal and acknowledge the country of origin of Germany is known for manufacturing well-built cars. In Canada, a Porsche was the second or third vehicle within a household. The main competition for Porsche are BMW, Audi and Mercedes Benz, while Aston Martin, Lamborghini, Ferrari and Maserati are the competitors for the higher priced Porsche model, 911 (Mark, 2011).
Problem Statement
Porsche Canada would like to increase sales to customers in the winter months and make customers aware of the winter equipment sold by Porsche.
There are many Porsche owners who do not drive their cars during winter because of snow, sand, salt, and other drivers etc. Porsche drivers were reluctant to drive their high priced sports car in the winter (Mark, 2011). There is a
Course Code: MCS*2600
Course Title: Consumer Behavior
Professor: L. Foti
Assignment: Case Study Report
Introduction
Porsche Automobil Holding SE is a German luxury car company founded by Ferdinand Porsche in 1931. Until 2008, the Canadian segment of Porsche was operated through Porsche Cars North America. When Canadian sales reached nearly 2,000 units, the company decided that there should be a headquarters and operations to meet the demands of the local market. Porsche Canada became an official stand-alone subsidiary in April 2008 (Mark, 2011).
Porsche Canada had sold 1,682 new vehicles in Canada by the end of its first fiscal year ended in July 2009. Porsche has twelve dealerships in six provinces across Canada. Net profit, at the end of the fiscal year 2006, was over one million dollars. The most popular Porsche model sold in Canada over the years has been its sports utility vehicle, the Cayenne with an average list price of about $70,000 (Mark, 2011).
The strategic target customer for Porsche is an Xer who is 45 year-old, professional, and affluent male who earns over $100,000. Most of the customers became interested in Porsche while they were young; they are very brand loyal and acknowledge the country of origin of Germany is known for manufacturing well-built cars. In Canada, a Porsche was the second or third vehicle within a household. The main competition for Porsche are BMW, Audi and Mercedes Benz, while Aston Martin, Lamborghini, Ferrari and Maserati are the competitors for the higher priced Porsche model, 911 (Mark, 2011).
Problem Statement
Porsche Canada would like to increase sales to customers in the winter months and make customers aware of the winter equipment sold by Porsche.
There are many Porsche owners who do not drive their cars during winter because of snow, sand, salt, and other drivers etc. Porsche drivers were reluctant to drive their high priced sports car in the winter (Mark, 2011). There is a
Bibliography: Grant, Gary. (April 2010) Porsche Canada Announces Canadian Currency. Driven Wheels. Retrieved from http://drivenwheels.com/2010/04/07/porsche-canada-announces-canadian-currency-credits/ Mark, Ken. (2011) Porsche Canada: Selling Winter Driving. Richard Ivey School of Business Foundation. Case Study Porsche Cars North America Inc. “Porsche Cars North America Reports August Sales for Canada”, press release: September 4, 2007; “Porsche Reports September Sales for Canada”, press release October 2, 2007; “Porsche Reports Record October Sales for Canada”, press release, November 1, 2007; “Porsche Reports November Sales up for Canada”, press release, December 4, 2007; “Porsche Reports Record Sales Year for Canada”, press release, January 3, 2008 “Porsche Reports January Sales for Canada”, press release February 1, 2008; “Porsche Reports February Sales are up for Canada”, press release, March 3, 2008; “Porsche Reports Mach Sales in Canada”, press release, April 1, 2008; “Porsche Reports April Sales in Canada”, press release, May 1 2008; “Porsche Reports May Sales in Canada”, press release, June 3, 2008; “Porsche Reports June Sales in Canada”, press release, July 2, 2008; “Porsche Reports July Sales in Canada”, press release, August 1, 2008. Retrieved from: http://press.porsche.com/news/index.php?year=archived Porsche Canada.(n.d.). Strategy 2018. Porsche Canada. Retrieved from: http://www.porsche.com/canada/fr/aboutporsche/overview/strategy2018/ Lazar Kanuk, L., Schiffman, L. G., (2010) Consumer Behavior (Tenth Edition). New Jersey: Prentice Hall