Ch. 7 - Business Marketing

Business marketing- the marketing of goods and services to individuals and organizations for purposes other than personal consumption.

Porsche’s marketing towards businesses is neither their first or last priority. Since the start; Porsche has   had the notion of producing high performance luxurious vehicles for the end consumer. Porsche has always been a “niche brand” that produced for a small and distinctive market. The company understands Porsche owners are as rare as their vehicles and for those reasons top managers at Porsche focus solely on the consumer. But from an internal aspect, business marketing is strong between Porsche and its dealers all around the world.

As an original equipment manufacturer Porsche adopts the role of a producer. The organization buys business goods which they incorporate into the products they produce for eventual sale to resellers or consumers. In most scenarios the dealers are the closest connection to Porsche. As a dealer they are buying the cars and reselling them to the end consumer. The only example of business marketing is between the producer (Porsche) and its resellers (dealers). Unfortunately Porsche doesn’t have the luxury of being the corporate car for mangers of paper companies and sales persons. Business marketing is simply an aspect of marketing that isn’t a focal point of the company.

Identifying Porsche’s business marketing as per definition is not the grounds for which the company is seeking. Porsche’s intentions and motives for their vehicles are for no other purposes than personal consumption.

Porsche officially stops doing business in Iran

Iran just became a bit less interesting for automotive enthusiasts with the announcement by Porsche that it will no longer do business there. The announcement was made Monday by United Against Nuclear Iran and New York Public Advocate Bill De Blasio.
"Consumers here have the power to force these companies out of Iran and tighten the screws on Tehran's regime," De Blasio said in the statement. "Our message is clear: you can do business with the Iranian regime or you can do business with the American consumer – but you can't do both."

This follows news that Hyundai will also stop selling or servicing its cars in Iran. But despite the ongoing international embargo against Iran, car shoppers there still have plenty manufacturers from which to choose. Fiat, Isuzu, Kia, Mazda, Mitsubishi, Nissan, Peugeot, Renault, Suzuki, Toyota and Volvo are all still selling and/or servicing their models there. Sadly, for Iranians, nothing on par with Porsche.

But then again, most Iranians aren't exactly flush with cash. A Bloomberg report from March says car sales in Iran were down 20 percent with prices up by about the same amount. For example, an imported Lexus RX350 sells for about $151,000 over there. Even in good times, that's a tough monthly payment for the average Iranian. In that same report, a Tehran car dealer said he hasn't replenished his stock of Porsche models for months because no one can afford them.

So either for political or economic reasons, we may soon see other carmakers pulling out of the Iranian car market.




Source:
autoblog

Ch. 8 - Segmenting and Targeting Markets

Like most companies, Porsche uses a hybrid of strategies for segmenting and targeting their desired markets. Porsche and other, rather progressive, companies don’t rely on ridged or inflexible rules to adhere by. Porsche may approach these strategies unconventionally but certainly are using a conventional base for segmenting and targeting markets.

Porsche, being a niche/specialty company within a bigger industry, recognizes that having criteria for successfully segmenting and targeting a market is imperative. Their strategy for creating a segmentation scheme has four simple but crucial basic criteria.

Substantiality:  A segment must be large enough to warrant developing and maintaining a special marketing mix. This criterion does not mean that a segment must have many potential customers.  Marketers of Porsche develop marketing programs that can be tailored to each potential customer’s needs.  

Identifiability and measurability: Segments must be identifiable and their size measurable. Data about the population within geographic boundaries, the number of people in various age categories, and other social and demographic characteristics are often easy to get, and they provide fairly concrete measures of segment size. This is where Porsche excels. They are great at measuring how many of the consumers are willing, indifferent or unwilling purchase their cars. With their “data” they are able to tweak sales and promotional campaigns.

Accessibility:  The firm must be able to reach members of targeted segments with customized marketing mixes. This aspect may be hard for most companies, but not for Porsche. Porsche is able to speak a language that is ubiquitous and has molded the company, within the car industry, as a globalized one. This makes Porsche that must easier to be reached and understood.

Responsiveness: Markets can be segmented using any criteria that seem logical. Unless one market segment responds to a marketing mix differently than other segments, however, that segment need not be treated separately. Porsche understands that the responsiveness on a new product they have or one being developed (the Maccan) is a great assessment as to whether, improve that product’s depth, or move on to a newer project. 

Testing the 2012 Porsche Carrera 911

Ch. 11 – Developing and Managing Products

Diffusion of Innovation...

Innovation is a product perceived as new by a potential adopter. It really doesn't matter whether the product is "new to the world" or some other category of new product. If it is new to a potential adopter, it is an innovation, which Porsche is not short of. 

Innovation is crucial to product development. Porsche didn't developed products that did not exist before (well they did make the first hybrid, but that's another post). The Cayman wasn't the first coupe sports car, the Cayenne wasn't the first sports based truck, and the Panamera wasn't the first sports sedan! With that said, what makes Porsche so called “innovative?”  

In this context, Porsche is in the front of the pack as far as innovation is concerned. As I mentioned earlier it’s a "product perceived as new by a potential adopter." An excellent example of this is currently happening now at Porsche is new Cayenne diesel that’s been debuted under, of course, the Cayenne product line. For Porsche it was only natural to expect something new for one the models, but in the span of two years they have taking innovation to a whole new level from the Cayenne S Hybrid, Panamera Turbo S, Cayenne Diesel and with much anticipation the soon to be Porsche Macan.

Managers for Porsche have been efficient in successfully marketing products this way. They are tending to needs whether it performance or efficiency and understand that development and management with their products can always improve. Porsche managers also understand how important it is for the consumers to learn and adopt the products they are designing and enhancing.    

The Cayenne Diesel

Performance
The Cayenne Diesel is powered by a new 3.0-liter V6 turbo-diesel engine. Its turbocharger features Variable Turbine Geometry. The incoming exhaust gases drive a set of electronically variable turbine blades whose angle is continuously adjusted to ensure optimum performance under all engine loads. This results in an output of 240 hp and maximum torque of 406 lb-ft. The car accelerates from 0 to 160 mph in 7.2 seconds. Maximum torque is available between 1,750 and 2,500 rpm. Top track speed is 135 mph, while fuel consumption has been lowered.

Porsche Traction Management (PTM)

The Cayenne Diesel features a permanent all-wheel-drive system. During normal driving, it splits torque 60 percent to the rear wheels and 40 percent to the front. If one of the wheels is about to lose grip, the self-locking center differential transmits the torque to the axle offering the highest level of traction.Cayenne Diesel can also vary the distribution of engine torque to the rear wheels to help enhance steering precision and driving dynamic

Common Rail
On the Cayenne Diesel, direct fuel injection comes courtesy of a common-rail injection system. The fuel is injected at extremely high pressure so as to help distribute the air/fuel mixture for greater performance. And absent is the knocking noise typical of the diesels of the past. Knock is caused by abrupt combustion.

Tiptronic S

The outstanding feature of the new eight-speed Tiptronic S is a particularly wide ratio spread. First gear is designed for optimum acceleration when pulling away and greater performance when tackling ascents and towing loads on or off the road. Top speed is reached in 6th gear. The remaining upper gears are used to lower the revs at high speed, thereby enhancing fuel economy and occupant comfort. On the motorway in particular, driving at low revs will significantly reduce the noise level inside the vehicle.

In automatic mode, the driver can influence gearshifts on the Tiptronic S using the throttle and brakes alone. Tiptronic S automatically adapts the gearshift points for performance driving – equally, if a more defensive driving style is detected, the system selects a gearshift point that offers maximum fuel economy. Under heavy braking, Tiptronic S shifts down to maxi mise engine braking.

An electric pump is used to maintain the required pressure of the transmission fluid, e.g. to transmit high levels of torque at lower engine speeds.

The standard sports steering wheel in conjunction with Tiptronic S has two ergonomic switches for manual gear changes. One press forward with the thumb and Tiptronic S shifts up. One pull backwards with the index finger and Tiptronic S shifts down. Either the right or left-hand switch can be used.

Naturally, you can also change gear using the gear selector lever on the centre console.

Standard on the Cayenne S, Cayenne S Hybrid and Cayenne Turbo. Optional for the Cayenne.

Variable Turbine Geometry (VTG) 
The turbocharger in the Cayenne Diesel features Variable Turbine Geometry (VTG) which significantly increases the power and torque. The way it works is remarkable: The vanes of the turbine can adjust their angle electronically. To achieve optimal performance, the vanes that guide exhaust gases flowing from the engine automatically alter their angle depending on how fast the turbine is spinning and how much exhaust air is flowing.


Character
 Boasting outstanding performance and efficiency, the Cayenne Diesel is ideal for longer journeys – offering high levels of torque, while fuel consumption remains low.

Its new 3.0-liter V6 turbo-diesel engine is now more powerful and refined.The unit generates 240 hp and maximum torque of 406.lb-ft. The sprint to 60 mph requires just 7.2 seconds. Top track speed is 135 mph.

Direct fuel injection comes courtesy of a common rail direct injection system. The fuel is injected at extremely high pressure so as to help distribute the air/fuel mixture for greater performance.

The new turbocharger on the Cayenne Diesel features Variable Turbine Geometry. Combined with optimized channelling of the intake air, it enhances the charging effect, thereby generating a higher output and impressive torque, even at low engine speeds.

The standard eight-speed Tiptronic S includes gearshift controls on the steering wheel. Transmitting the high torque of the Cayenne Diesel smoothly and effectively, the eight gears are designed to facilitate both economical driving with low fuel consumption and performance driving with emphatic acceleration.

Porsche Traction Management (PTM) permanent all-wheel drive with self-locking center differential transmits the car’s power to all four wheels with optimum precision and control.

Ch. 16 – Integrated Marketing Communications Product

 No matter how well developed, priced, or distributed a product is its ability to exist in the marketplace will suffer without effective promotion. To achieve the ultimate goal of promotion you must get the consumer to purchase your goods or services, or in the case of Porsche, buy their cars. The classic Model that helps companies reach these goals is called the ADIA concept. This acronym is defined as attention, interest, desire and action. Most Buyers involved in high-involvement purchase situations pass through the four stages. 

Attention- The marketer or advertiser must gain the attention of the targeted market. This is crucial when a company’s target market does not know the goods or services exist, therefore the company cannot sell. Porsche creates attention mostly through their ads on the television, in magazines and on the internet.

Interest- "Simple Awareness of a brand seldom leads to a sale" so Porsche must create interest in the product. The most effective way for Porsche to do this is by performing demonstrations and target messages to create interest in their cars.  The show "Top Gear" tests many luxury and sports cars, like Porsche. The cast tests these cars on performance, their aesthetic design and any other aspect that has the potential of creating a deeper sense of interest. 

Desire- Potential customers for Porsche may like the concept of the Porsche Cayman for example, but they may not feel the car is necessarily better or practical for everyday use. So Porsche must now create brand preference that adds practicality to its already premium performance and look. Specifically, Porsche created the  "Everyday Magic" campaign to combat the idea that their cars weren't practical.  This campaign was very effective and served as the best solution to enhance the consumer's desire for the cars. 

(Desire) Iconic Porsche commercials

Action- Some of the customers in Porsche's target market may have decided to get a Porsche but have not made the actual purchase. As further motivation to make the buy, Porsche would advertise features and benefits like price discounts on parts, free deliver, or extended a warranty.

   

   

Ch. 10 – Product Concept

A product as you know it is defined as everything, both favorable and unfavorable, that a person receives on exchange. In the world of business, the product can vary from an idea to a service and most commonly, a tangible good.  Most companies who are truly successful market a blend of all three, whether they know it or not.

Porsche products are considered shopping products because “consumers usually buy only after comparing several brands or stores on style, practicality, price and lifestyle compatibility”. While shopping products are clearly defined, Porsche can be further associated with one of the two types of shopping products, heterogeneous and homogeneous. When products, such as cars, are the product it’s assumed to be heterogeneous because the “prices, quality and features [of cars] vary so much”.

 Porsche also falls into the specialty product category. These are products that consumers will search for expansively and aren’t willing to settle for substitutes. Specialty products, especially Porsche, frequently use advertising that is a blend of more than just marketing a product but an idea or service. These status-conscious advertisements are aimed to maintain a product’s exclusive image. Porsche’s high price, premium quality and rich history all have the aspects of service, product and idea. Once a consumer becomes an owner of a Porsche it’s out the question to own a car from a different brand. What’s more, which is very interesting, is Porsche seems to be the advocate of advertising is a way that is truly unique. Porsche is feeds into the status-conscious marketing that evokes feelings and emotions associated with the company which is why Porsche still serves as one of the only car manufacturers that make ads and don’t touch on how great the specs are but instead touch on the history and sensation of owning one. 

*A great example of Porsche using status- conscious advertisements

Superb Sporting

Ch. 18 – Sales Promotion and Personal Selling

As we learned last chapter, advertising offers the consumer a reason to buy; but sales promotion offers an incentive to buy. The marketing managers use sales promotion to increase the effectiveness of their promotional efforts. Sadly, Porsche isn’t frequent in regards to offering a bunch of promotions but they have been doing well without them. (Previous Post On Sales)

Sales promotion is usually targeted towards two distinctly different markets. Consumer sales promotion or trade sales promotion. Consumer sales promotion is targeted to the ultimate consumer market and trade sales promotion, is directed to members of the marketing channel such as wholesalers and retailers. Porsche targets the wholesalers and retailers market, for the fact that majority of their products are sold through authorized dealers. With that said, it’s actually up to the authorized dealers to understand their type of consumers and how to implement certain sales promotions.

Porsche enthusiasts, who are part of the larger group of car enthusiast, are in two types of buyer groups, loyal customers and competitor’s customers. These loyal customers experience sales promotion offers like maintenance plan and reduced Porsche parts promotions from their dealers. Offers like the “maintenance plan” and "reduced Porsche parts" from London and Saskatchewan Porsche dealers are examples of how the company is reinforcing the loyalty behavior with promotions. What's more, is that all these promotions that differ between each dealer, can all be found on the official Porsche website.These promotions, despite being few, are great ways to entice Porsche owners and future Porsche owners in beginning or strengthening their loyalty with the company.

The Porsche personal can’t go unmentioned. The Porsche salesmen aren't the typical pompous sales personnel who think the car can sell itself in their 80's demeanor.  The sales team is very knowledgeable and helpful. They never try to push you on a car that is more than what you want, and will do all they can to make the deal work. The service at most Porsche dealers are like no other, they will always spend time with you even if you just to be educated.  

Classic Porsche x Pepsi Promotion

Pepsi Porsche 911 Carrera azul (blue)

Pepsi Porsche Boxster vermelho (red)

Pepsi Porsche 911B amarelo (yellow)

Pepsi Porsche 911 Turbo vermelho (red)

Pepsi Porsche 356 B (black)

Pepsi Porsche 911 Carrera Cabrio azul (blue)

Made In Brazil For Brazil In 1997

Iconic Porsche Commercials

Carerra 911

60 Years

                                                                 Everyday. Magic

Ch. 17- Advertising and Public Relations

Porsche’s presence has seemed almost ancestral to the car culture, which make some assume they don’t need advertising outside of telling us when the new model will be released. Porsche’s longevity isn’t caused by a whim of rapid recognition that causes their cars to sell themselves. Despite the fact that Porsche produces some of the best performing and luxurious cars, they still need great advertising campaigns and public relations to remain on top. (Especially, with their price tag) Porsche has always advertised modestly as well as with limits, always refraining from flooding the media with ads. This approach doesn’t go to say that Porsche doesn't  strategize and invest time and money into the ads they produce.

Porsche is known as the world’s best luxury sports car and is instantaneously associated with top tier design. This comparison is equally associated with the company’s limited but iconic ads. A great example is the 06 Porsche Carrera 911 commercial or even the “60 Years” Porsche Panamera ad, which can’t be mentioned without the ad made to abolish the “it’s not an everyday car” stigma which I’ve also posted earlier this semester. 

Porsche has always remained detailed and creative so the company can to do more visually with less. Just like any company from Apple to Nike, Porsche understands how influential displaying how and where the products are used and by whom. This is the greatest possible way for product placement which Porsche has managed to do it without much actual work. Porsche has been in hundreds of movies and TV shows-and I literally mean hundreds! Their cars have been spotted in movies from Fast Five, 2012, Mean Girls 2, Dumb and Dumber, Redline, Alvin and the Chipmunks and TV shows from Entourage, CSI Miami, Law and Order, The Mentalist……. Its cliché but, the list seriously goes on. 

                 Here's the link to look for yourself  Porsche On The Big & Little Screen

Porsche in Bad Boys

The Blood Lines Are Unmistakable

60 Years of Relentlessness

Ch. 15- Retailing

Porsche dealerships are owned by individuals with the permission of Porsche (franchises). There are more than 900 Porsche dealerships worldwide and currently 200 dealerships in the United States with 10 being in New York. All dealerships provide the patron with sublime customer service in any area from detailed customization to repairs and maintenance. If the issue ever arises were you are far from a Porsche dealer, which is unlikely, the official Porsche website(build your own)can supply you with the same experience. This allows product customization and service normally solely through the dealer to be at the online shopper’s finger tips (online retailing). Porsche dealerships are best categorized as specialty stores. The dealer gives “attention to the customer and limited product line” as well as being distinctive regarding the mood, staff and décor of the store.

I visited Manhattan Motorcars on eleventh Ave, which was closest to me. Immediately when you enter you’re bombarded with a boutique vibe, which isn’t overwhelming at all. This particular store does offer more than just Porsche but other high line luxury vehicles. Other than Porsche they had show rooms for Rolls Royce, Lamborghini, Lotus and Bentley. Of course my attention was focused on Porsche, but method of having multiply brands allows you to really compare performance with luxury across the board. The Porsche showroom displayed every model to personally test. Along with having each model they had a Porsche specific design module where you can be assisted in building your Porsche. On top of that, every Porsche related accessory or material you want to incorporate in your build is actually there for you to see and touch. The DIY atmosphere of tailoring your car to be as unique as you is emphasized in all Porsche dealers. The store felt historical yet very contemporary with its lustrous and minimalist vibe. I was told by one of the experts on Porsche that the company expects all dealers to “provide exactly what’s needed and nothing less”. The dealer also provided in other aspects that are crucial when purchasing a car like leasing, financing, and an in depth professional service center that can take care of all your needs.

Overall, Porsche is persistent in provided a personal experience. This especially means a lot when this theme is equally throughout the dealers like Manhattan Motorcars who specialize in more than one brand. The Porsche staffs are extremely knowledgeable and conscious of what you’re looking for in a sports car. With the heavy price tag, which pays for itself in the product, you still leaving knowing you’ve been taken care of with respect.

The Porsche Macan is Coming......

Ch. 6- Consumer Decision Making

Understanding the consumers and their behavior is part of the formula for a company surviving in a market. The consumer has the choice to buy, not buy or go with the alternative. This in general is considered in the five step consumer decision-making process and it’s important for any company, just as Porsche, to be conscious of.

Need recognition is the first stage in the five step process. In general, the need of a car lies in the hands of the person. Whether they need a car or not, if the question came about, what would your dream car be? You would get and immediate answer. This instant knowledge of their dream car would be established through what is called the external stimuli. External stimuli would be a recommendation from a Porsche owner, a Porsche advertisement or the brand being associated with someone famous (Jerry Seinfeld, Ralph Lauren). These all serve as influences from an outside source that could affect your decision making.

The second stage is information search. Once the consumer recognizes the want or need they search for more information about the product. The consumer at this point has a few ways to go about finding more information whether it be external, internal or both. In regards to Porsche there is a mix of both types of information searching but the most prevalent method is the internal one. Most Porsche owners part of the “car enthusiast club” and have had interaction with the brand personally. Porsche owners are quite the loyal bunch and remain true to the company. In contrast, when a consumer is using the external method it is through a friend, family or public source.

Once all the information is gathered, the consumer prepares to make a decision. To help with a proper decision the consumer may also evaluate alternatives. Porsche has positioned itself in the car industry has a historical and Luxury/performance based brand. The “car enthusiasts” buy what they know can perform the best and that has longevity. For Porsche, this helps dwindle the evaluation of alternatives for their potential consumers.

Next within the process is purchase. Porsche has had a rather GREAT first quarter in sales and seem to be improving.

Lastly, when a consumer makes a purchase they assume certain outcomes, preferably a positive one, with that product. The only way the expectations are met comes from whether the consumer has been satisfied or not. This aspect of the process would be considered the post purchase behavior. According to the numbers and statistics of the sales mentioned in previous posts, I can firmly say that the consumers are satisfied with the Porsche products.

Making of an Icon: Porsche 911

Panamera Are Selling Like German Hotcakes!!

The Porsche Panamera may not be the best looking Porsche ever designed, but it just could grow to be one of the best selling cars in the company's history.

22,518---that's how many Porsche Panamera have been sold in the first year of production.

6,188---that's how many Porsche Panamera have been sold in the United States so far.

13 percent---that's the percentage Porsche says the Panamera now owns of the high-end luxury class market.

 
$74,400---that's the starting price of the base Porsche Panamera in the United States.

890---that's how many Porsche Panamera's were sold in LA last year.

760---that's how many 760 were sold in New York last year.

300-500 HP---that's  the difference in horsepower between the base and turbo versions of the Porsche Panamera.

9,394---that's how many Panamera 4S models were sold last year, and that's also happens to be the most popular model in the Panamera lineup of cars

Source

Ch.5- Developing a Global Vision

Porsche is continuing to move forward in regards to their global strategy. All regions in the world where Porsche sold had growth between September 2010 and 2011. With the introduction of the hybrid Cayenne the company has reached the international market very well.  The European and Asian Markets now have a stronger customer base with the brand than the U.S, which is evident in the sales.

The Chinese for example, doubled its numbers in Porsches sold from 1,049 units to 2,146 units in 2011. Just as China, Europe doubled their sales from 2,963 units to 4,133 units with the most successful models for both regions being the Cayenne and Panamera. With the international markets doing so well, the U.S market’s posted growth was good, but not good enough for the size its market and in comparison to the others. So Porsche will have to begin expanding their efforts of globalization towards the U.S.

Porsche is doing a great job with their global vision and are steadily looking for ways to improve. Porsche plans to build its first Experience Center Headquarters in North America. Porsche operates Centers like this in other global cities and do well. The U.S headquarters will be comprised of all Porsche Cars North America’s business under a single roof. The New headquarters that is set to open in 2013 will improve the accessibility and production of the world famous brand to the American market.   

Porsche Sells 5% More Sports Cars In January

Stuttgart. Dr. Ing. h.c. F. Porsche AG, Stuttgart, has got 2012 underway with an increase in deliveries: January saw the Zuffenhausen-based company deliver 9,613 vehicles of the 911, Boxster/Cayman, Cayenne and Panamera model lines to its customers worldwide, up 4.8 per cent compared with the same month the year before.

Bernhard Maier, Executive Vice President Sales and Marketing of Porsche AG said: “The good start in January shows that we have evidently set the correct course with our product offensive. This result picks up where last year’s good results left off.”

Deliveries in January 2012 rallied in all regions of the world. In the German domestic market, the sports car manufacturer excelled with an increase of 16 per cent. In Europe, the previous year’s performance was trumped by 6.3 per cent. Scandinavia and Russia especially accounted for much of this growth. In the USA, Porsche delivered 2,550 vehicles to customers; an increase of 6.3 per cent compared with January 2011. Sales of 2,261 units in China were on a par with last year’s result, notwithstanding the fact that the Chinese New Year national holiday fell in this month.

The sports car manufacturer’s most popular model in January 2012 was the Cayenne SUV, almost 4,900 of which were delivered to customers worldwide. To meet the high demand, a third shift was introduced for the very first time at the end of January at the Porsche works in Leipzig. In the past month, Porsche delivered 30 per cent more Panamera sports saloons than in January 2011. The 911 model range also exceeded expectations at the beginning of the year: sales of more than 1,500 of the classic sports cars represent an increase of 14.9 per cent compared with January last year. The most popular model variant was the new 911 Carrera S, 432 units of which were delivered to customers.

Source: http://www.porsche.com/usa/aboutporsche/pressreleases/pag/?pool=international-de&id=2012-02-08-01

Ch.4- The Marketing Environment

Porsche’s target market has been rather specific. Future Porsche owners and current ones are part of a luxury/sport enthusiasts group and with this label the price tag on a Porsche steep. These individuals have been Porsche’s target market since the beginning. And all people who want a company that has focused historically on performance are lured to Porsche. Today, as other companies marketing environment are changing rapidly, the opposite is happening with Porsche. That doesn’t mean that they haven’t taking different approaches for campaigns and a great example is “Engineered for Magic everyday” commercials. While Porsche stays the same they understand broadening their message, which is something they haven’t done before, will help the company solidify their luxury/sport enthusiasts. 

Porsche sales by Model 1995-2010

“Engineered for Magic. Everyday”

Porsche Hybrid put to the test.

An article on Porsche's go at green.

Ch.3- Social Responsibility and Ethics

The phrase “Meeting the green challenge” has been the talk of many companies, especially in the car industry. It wouldn't be nearly enough to say Porsche is “meeting the green challenge” when in fact, Porsche is the company that wrote the rules. If you weren't aware, Ferdinand Porsche himself built the first hybrid car in 1900. The hybrid came with an electric bulb motor and two combustion engines and battery to store energy. Now in the present, Porsche is always going the extra mile to create technology that benefits both car and environment. Porsche has numerous eco-friendly concepts like low fuel consumption, direct fuel injection and using more recyclable materials to help performance and the environment. For the past 15 years Porsche has reduced CO2 emissions and fuel consumption by 1.7 % annually. Now in the present, the hybrid Cayenne and hybrid Panamera are raising the bar. Being ethical and having social responsibility with Porsche is embedded in the history and identity of the company. Still to this day, one of the most important corporate objectives of Porsche is and always will be the environment.

Lohner-Porsche Hybrid

Porsche and the Environment. (list of most of the different technologies Porsche uses)

Environmental Management with Porsche.(a little of how Porsche goes the extra mile)

Porsche Cayenne

Ch. 2- Strategic Planning for Competitive Advantage

Porsche is truly authentic in the sense that their mission statement is completely intertwined into their strategic planning. The company has taking that "not afraid to tread its own path" ideal into providing a car that not only stands on its own but is tailored so you too can tread your own path. In addition, quality is equally as important with individuality to achieve ultimate product competitive advantage.

The competitors are one-dimensional while Porsche is multifaceted. Porsche's competitors like Mercedes and Bmw are loosely throwing the terms of luxury and sport around in efforts to say they have created the perfect blend. What's more, these competitors are doing the exact opposite. Porsche, on the other hand makes emphasis on giving equal attention to luxury and sport such as the Porsche Cayman. Porsche's history showed those two aspects is what they aimed for. In the present, Porsche became the brand for it. Now that the company  strategically plans for the future to stay relevant, they will continue the same path of luxury and sport with efforts to perfecting it.

Porsche doesn't just look the part but performs equally as well.



  Its evident the principles are throughout the  Porsche Cayman Commercial campaign.





"Go your own way."

Porsche's Mission Statement

Porsche is a company that has firm principles and ideals that are evident within the brand. Porsche always reaches the highest level only to surmount and strive further. Stretching their boundaries, continuous improvement and excellence is why “Porsche is a company that is not afraid to trend its own path.”

                                                                   

Brief History of Porsche

  On September 3^rd, 1875, an innovative engineer by the name of Ferdinand Porsche was born. After spending his childhood in Maffersdorf, Bohemia he went to the nearby Reichenberg vocational school in 1889. In 1890 he goes on to help design and construct the Lohner-Porsche electric car, which at the time brought Ferdinand “international attention.” Within the same year Ferdinand creates an all-wheel-drive race car and electric/petrol hybrid vehicle.

  In 1906 Ferdinand became the Technical Director at Austro-Daimler in Wiener Noustadt, Austria. This was where and when the design of the Austro-Daimler touring car & legendary Mercedes Compressor took place. Three years later Ferdinand’s son Ferry was born.

  By 1923, Ferdinand had won 3 motor sport competitions, one being the Prince Henry trials in which he designed and raced the sports car. At the pinnacle of his career, Ferdinand opens his own consultation and developmental work company in 1931 called Dr.Ing.h.c.F.Prosche KG.

  Between 1931 and 1933 the company solely focused on design and consultation. It wasn’t until 1934 that Dr.Ing.h.c.F.Prosche KG got order to design and construct what is now the German Volkswagon. By 1939 the “Berlin-Rom-Wagon” was successfully built. What’s also important is that this car was essential to the foundation of Porsche’s future Designs.

  Ferry Porsche, the son of Ferdinand, was the engineer behind the 356 which was the first car to bear the Porsche name in 1948. This very same year, the 356 became road certified and went onto winning its first motor sport trial.

Welcome!

The task of choosing a company to blog and follow for a semester proved to be daunting at first. So I made it imperative to pick a company I love for this project.  Well……..You’ve probably guessed by now what company I chose and you’re right. Porsche!! The blog will analyze the marketing system, methods and policies within the company and more closely on my favorite model, the Porsche Cayman.