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."