Porsche –True to Brand? 1. Issues on Porsche’s brand equity in related to entering Sport-Utility Vehicle(SUV) market a. Concerns on brand equity with SUV category There are two main concerns related to Porsche’s expansion to SUV category. First is whether entering in to SUV market would be a smart move in brand equity’s point of view. And the other concern how a choice of production location might affect Porsche brand. The case identifies three uncertainty which would be elaborated in the following
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Porsche Cars North America‚ Inc. 980 Hammond Drive‚ Suite 1000 Atlanta‚ Georgia 30328 Dr. Ing. h.c. F. Porsche AG is the owner of numerous trademarks‚ both registered and unregistered‚ including without limitation the Porsche Crest®‚ Porsche®‚ Boxster®‚ Carrera®‚ Cayenne®‚ Cayman®‚ Panamera®‚ Speedster®‚ Spyder®‚ Tiptronic®‚ VarioCam®‚ PCM®‚ PDK®‚ 911®‚ 4S®‚ 918 Spyder®‚ FOUR‚ UNCOMPROMISED.®‚ and other model names and numbers‚ and the distinctive shapes of the Porsche automobiles‚ such as the federally
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Ing. h.c. F. Porsche AG (A): True to Brand? Questions: Relying on one or two sports car models and nearly going bankrupt and losing its independence in 1993. Porsche had to diversify product lines‚ and examines the branding implications of the internationalization of production. 1. The company CEO wants to integrate a new member into the Porsche product line-a sport utility vehicle (SUV)‚ a model segment the company has never focused on. The brand extension will hinder the Porsche brand imagery
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from home as they rush to maintain their dominance of the world-wide market for premium cars. Demand for high-end cars is growing faster than the broader market and it is strongest for Mercedes‚ Audi and BMW sedans and sport-utility vehicles and Porsche sports cars. Together‚ these German manufacturers control nearly 80% of the global market for premium cars‚ according to industry estimates. In the past‚ Germany exported its iconic cars. But for years‚ the Germans have been ramping up production
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buyer decision process of a traditional Porsche customer I found that they primarily produce sports cars and mainly appeal to a selective market segment of economically stable and target the high class. The company purchases reflect themselves and personal achievement showing the customer why they should buy cars like Porsche. The customers purchase the product because it is a fun car to drive and enjoy and because of the brand name. 2. The traditional Porsche customer decision process to the decision
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other everyday items (Occupational Index). All around‚ the GTR is the perfect sports car. The Nissan GTR is the perfect price. It is approximately 1/3 cheaper than any other sports car in its class. The GTR’s competitors contain Ferrari‚ SRT‚ BMW‚ Porsche‚ Aston Martin‚ McLaren‚ Lamborghini as well as Bugatti. All of these high-end‚ respected‚ sports car companies and their cars are ranged from well over 100 grand‚ if not in the millions. Amazingly‚ the GTR is right around 80 grand‚ which is a tremendous
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DISCUSSION 1)Analyze the buyer decision process of a traditional Porsche customer. We have five steps in marketing decision making process which are; 1) Need Recognition 2) Information Search 3) Alternative Evaluation 4) Purchase Decision 5) Post-purchase Behavior Generally‚first three steps of marketing decision making process are considered when a customer face a new or complex purchase situation.However in our case‚ Porsche is already known by its customer well and has high reputation among
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DISCUSSION 1)Analyze the buyer decision process of a traditional Porsche customer. We have five steps in marketing decision making process which are; 1) Need Recognition 2) Information Search 3) Alternative Evaluation 4) Purchase Decision 5) Post-purchase Behavior Generally‚first three steps of marketing decision making process are considered when a customer face a new or complex purchase situation.However in our case‚ Porsche is already known by its customer well and has high reputation
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• QUESTIONS FOR DISCUSSION 1. As completely as possible‚ sketch the value chain for Netflix from the production of content to viewer. This movie rental company enables customers to get a membership (monthly) in which for less than $10 dollars they get access to movies on DVD in their mail. Still this fee depends on the amount of DVDs the people wants to get. The due-date doesn’t exist; the loan goes as far as the consumer needs it. When returning a DVD there is just a prepaid return envelope
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Please explain your answer. (10 points) Case Week 2: Porsche (40 points) Please read the case on page 171-173 and answer the following questions: Question 1: analyse the buyer decision process of a traditional Porsche customer. (10 points) Question 2: contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. (10 points) Question 3: which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s en 1980s
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