Analyse stratégique de la marque automobile Porsche (2009)

Étude de cas Marketing & marques Marketing automobile

Date de publication :

25/03/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

24 pages

Niveau :

expert

Consulté :

7 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Porsches new turn strategy
1. A living tradition
2. A world-wide synonym of sports cars
3. Present situation ? Porsche in numbers
4. A strategic profile
An out-standing opportunity
1. Porsche Value chain
2. Primary Value Chain Activities
3. Competitors
4. Mapping: Federations of Porsche in the World
Porsche and Volkswagen, not only a German merger
1. Porsche and Volkswagen, a long story
2. An excellent position for the future
3. From the cooperation to the merger
4. A risked merger or great merger
5. TOWS matrix
A key consultant in the Automobile industry
1. Porsche, an all-domain presence
2. Porsche, as a consultant in the auto industry

Résumé :

How profitable an automotive manufacturer can mainly depend on how he can use his production facilities to full capacity - negative examples are Opel or Volkswagen, where overproduction leads to small profit margins. The strategy of porsche is the opposite. porsche is different from its competitors : high margin, no variation of production capacity, storage, closed to external production suppliers, low costs of fabrication, high demand, smart communication strategy, etc... In the beginning of 2008, porsche made satisfied 100 000 clients with only 4 models of cars.
porsche meets difficulties in the United States (decrease of 20% of sales with only 14 500 cars sold) but its growth is increasing in Russia, China and Europe. Despite of the crisis, porsche seems to be the strongest car builder in the world. Partnerships help porsche to maintain its great shape.

The porsche business model is based on a precisely defined, long-term invested product and brand strategy, which is called focalization on the luxury segment. In its center it focuses on performance, sporty and emotion. porsche builds automobiles, which are "the most beautiful combination between two points, the curve" - according to the porsche advertisers. porsche held on to its principles since its foundation.
Today porsche's product portfolio consists of 4 main models, all designed for the sports car luxury segment and marketed under the same brand: 911, Boxster, Cayenne and Cayman. This shows that porsche is following a niche strategy in the automobile industry. porsche has diversified its portfolio but stayed within its niche.