This document is dedicated to the automaker who was born in 1948 in the village of Gmund in Austria; the builder won all sorts of competitions, including the 24 Hours of Le Mans 16 times; the builder who has created a myth by his range of Cars: Ferdinand Porsche. Today everyone knows the brand Porsche, which has been internationally renowned since 1948 with the creation of the first Porsche car.
The 356/01 has been improved continuously to reach out to new customers. From the legendary 550 Spyder to the famous 911, Porsche is known for its reliability and the quality of its cars. Before the creation of the Porsche, Volkswagen and Porsche had entered a partnership to create one of the most famous cars in the world, the Beetle. Given the success of this project, the partnership endured, and is still involved in the creation of luxury automobiles.
This is also true for the Porsche Cayenne which was created in 2000, and which addresses this issue. Note that since October 2005, Porsche has become the largest shareholder of the biggest European carmaker Volkswagen, with a share of 18.53%. Porsche is also the most profitable automaker in the world. In fact, the brand recorded a new record net income in the fiscal year 2004/2005, due to the new models, the 911 and Boxster, which were released in these years.
The brand from Stuttgart, Porsche, has always sought to respond to customer needs. A new market has emerged, which is that of the luxury Sports Utility Vehicle. This market was created by the Mercedes 4x4 ML and BMW X5. In partnership with Volkswagen, Porsche created the luxury SUV: the Cayenne. Subsequently Volkswagen created its own 4x4: the Touareg, and thus went into competition with Porsche, Land Rover, Chevrolet, BMW, Mercedes, Lexus, Audi, Volvo and Jeep. There is thus a real market whose issues we will study.
Porsche, named after its creator Ferdinand, was established in 1948. From its appearance to the present day, Porsche has built its brand image, and established itself as a leading luxury brand in the automotive market. The beginnings of its creator: Its creator was born in 1875, and died in 1951. He built his first car (electric) in 1899 and opened his design office in 1931 near Stuttgart.
In 1933, Hitler asked him to design a popular car, which was modern and accessible to everybody. Thus the Volkswagen was born. Subsequently, the Second World War gave another direction to Volkswagen, as the company created a military version, the Volkswagen Type 82 E. In 1942, the Volkswagen Type-87 appeared. It was a developed version of its predecessor. It had the same civil body, but could overcome obstacles with a high ground clearance, a four-wheel drive, and all-terrain tires.
564 copies of this "high on legs' were sold before the end of the war. The problem was that the Volkswagen was too bourgeois to be used on the front. Ferdinand Porsche then developed a more versatile and robust body with a simplified and Convertible Kubelwagen. Thus the alias type 82 was born. Then the soldiers asked for an amphibian model. Ferdinand Porsche then invented a Volkswagen with a device that had a propeller, and a rounded body wrap that could float on water. This was the Schwimmwagen 166. It was produced from 1942 to 1945 and sold more than 14,000 copies.
Tags: Ferdinand Porsche, reliability, quality, Volkswagen, Schwimmwagen, Convertible Kubelwagen, Mercedes 4x4 ML and BMW X5, Beetle.
[...] There is thus a real market whose issues we will study Table of Contents Introduction Monograph of the Company Company History Organization The company figures The product: the Cayenne Marketing analysis Market Analysis of the strengths and weaknesses of the model PORSCHE CAYENNE Strategic Marketing Segmentation Targeting Position The 4Ps Strategy Operational Marketing Conclusion Monograph of the company Company History: Porsche, named after its creator Ferdinand, was established in 1948. From its appearance to the present day, Porsche has built its brand image, and established itself as a leading luxury brand in the automotive market. [...]
[...] Operational Marketing Product With the Cayenne, Porsche has decided to extend its range, without completely changing its image, because it wants to retain a sporty and dynamic image. For the Cayenne, the design of the 4x4 has been completely changed, to create a hybrid between a standard 4X4, and a class Porsche. Porsche, in its marketing operations, had already scheduled the release of a new car that is closer to its usual style: the Cayman. Distribution The distribution chosen by Porsche for the Cayenne was not different from the usual one. [...]
[...] This model was selling well, and Porsche acquires a clientele by the price and driving behavior of models with a rear engine. In 1978, Porsche reached a higher power with the 170hp turbo model. At that time P924 and turbo were produced. In 1979 the second oil shock occurred. A period of crisis emerged, during which the automobile was treated merely as a means of transportation. When the economic balance was restored, the car regained its playful and dreamlike power. [...]
[...] Besides the high price, the prestigious image of the brand has long blocked certain occupations and occupational groups interested in the brand, and new products such as the Porsche Cayenne could yet meet their needs. So Porsche is trying to change its image by first creating a 4x4, and then providing a more affordable version of the latter. Subsequently it produced a hybrid version which would increase popularity of the brand among customers, as a brand concerned about respecting the environment. [...]
[...] Marketing analysis The market Macro environment: Porsche operates in a macro environment that has not changed much since its inception. The Porsche Cayenne is meant to be a luxury car and consumers always procure it by appointment. Microenvironment: The offer of the microenvironment of Porsche is composed of its suppliers such as Michelin and Cullman. Porsche wants to have the best suppliers, to create a product of very high quality. With respect to its distributors, Porsche works through centers bearing the brand name. [...]
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