保时捷（Porsche）文化 产品与市场分析汽车行业ppt模板.ppt

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1、PorscheGuarding the Old While Bringing in the NewPorsche：IntroductioncontentsSWOT Analysis4Ps AnalysisProspect&Recommendation Cars(汽车总动员）Have you ever seen the movie?Porsche 911http:/ video about Porsche IntroductionIntroductionBrand:Porsche AGLocation:Stuttgart,GermanyBusiness Scope:High-end automo

2、bilesMain products:911,Boxter,Panamera,CayenneOfficial website:http:/ BoxsterCayenne2009PanameraIntroductionSWOT analysisSWOT analysisOpportunityThreatsSWOTFirms Brand Name and ResourcesDemand for Product Size of MarketLow Product Awareness Poor FacilityBad Economy CompetitorsWeaknessStrengthSWOT an

3、alysisStrengthStrong Brand Image History&LoyalistsAdvanced TechnologyDiversification Of Car Models The Entry-level Model&The Higher-end ModelStrengthSWOT analysisStrengthAchievers Profile Porsche was founded in 1931In the past 83 years Strong Brand ImageFinancially Successful PeopleSWOT analysisStre

4、ngthIf I were going to be a car, Id be a Porsche.SWOT analysisStrengthAdvanced TechnologySWOT analysisStrengthAdvanced TechnologyVariable Turbine GeometrySWOT analysisStrengthAdvanced Technology Superior Engineers TeamSWOT analysisStrengthAdvanced Technology Superior Engineers TeamSWOT analysisStren

5、gthDiversification Of Car Model911SWOT analysisStrengthDiversification Of Car ModelPanameraSWOT analysisStrengthDiversification Of Car ModelCayenneSWOT analysisWeakness Fierce Competitors The Traditional Model Of High-fuel consumption Lacking Price AdvantageWeaknessSWOT analysisWeaknessFerrariLambor

6、ghiniSUPERCARFierce CompetitorsSWOT analysisWeaknessSUVLandroverBMW XFierce CompetitorsSWOT analysisWeaknessHigh-fuel consumptionBrandModelTypeDisplacement（L）PorscheCayenneSUV4.8BMW X5SUV4.4BrandModelTypePrice (RMB)PorschePanameraSports car4.8BMWM3Sports car3.4BrandModelTypePrice (RMB)PorscheBoxster

7、Roadster2,7BMWZ4Roadster2.4resource from: http:/ analysisWeaknessLacking Price AdvantageBrandModelTypePrice (RMB)PorscheCayenneSUV922,000BMW X5SUV877,000BrandModelTypePrice (RMB)PorschePanameraSports car1145,000BMWM3Sports car998,000BrandModelTypePrice (RMB)PorscheBoxsterRoadster726,000BMWZ4Roadster

8、578,000resource from: http:/ analysisOpportunity Famous brand represent faction and trend. The conbination with VW（大众汽车） The develop of Chinese marketOpportunitySWOT analysisAs the represent of sport car faction Sporsch aways in the front of faction.OpportunityIts peoples nature to trace faction in

9、luxury and high-end market.SWOT analysisThe conbination with VWThe VW provide:Stable cash flow Helping in its distribution channel.for Porsche its a good chance to strengthen its power.OpportunityBefore the conbination,high debt rate lead to high operational risk for Porsche.SWOT analysisOpportunity

10、The development of Chinese market. China is one of the four big acients with 14hundred million people which is also one of the fastest growing economies in the world. SWOT analysisOpportunityIn 2009,Chinese car production and sale is 13.791 million of 13.6448million respectively,surpassing the US,kn

11、own as the worlds car production and marketing power.In 2012 Chinese annual production of 19.2718 million an 19.3063 million respectively,the worlds first for four consecutive years.SWOT analysisOpportunity Porsches sales in China (20012010）The development of Chinese market.SWOT analysisThreats Glob

12、al Economic Slowdown The price of fuel oil increase Chinese market competition is stiffThreatsSWOT analysisThreatsThe environment of global economic may limit the speed of Porsches development. Global Economic SlowdownSWOT analysisThreatsThe price of fuel oil increase Oil price trend over 35 yearsSW

13、OT analysisThreatsThe price of fuel oil increase Porsche with the character of high oil consumption facing more challenge.People concen more about Energy-saving and green power .SWOT analysisThreatsA large number car firm want to occupy there too.Chinese market competition is stiff.4Ps analysis4Ps a

14、nalysisproduct1948 Porsche365 4Ps analysisproduct1963 Porsche911Porsche is a unique company. It has always been a niche brand that makes cars for a small and distinctive segment of automobile buyers.Porsche owners are as rare as their vehicals Classic Sports Cars (Exclusivity) 4Ps analysisproduct4Ps

15、 analysis 1950s 1960s1950s 1960s AG AG Porsche 356orsche 356 Porsche 911 911 two most popular models of two most popular models of Porsche Enginengine: air-cooled four six-c-cylinder “boxerboxer”motormotor Target:narrow segment of arget:narrow segment of financially successful people financially suc

16、cessful people Enjoy driving, they are car njoy driving, they are car enthusiastsenthusiastsproduct1970 Porsche914cheap and underperformingEntry-level Sports Cars（From niche to numerous）cheaper than 911Although these cars were in many respects sales successes, the Porsche faithful cried foul. They c

17、onsidered these entry-level modles to be cheap and underperforming.4Ps analysisproduct1993 BoxsterRoadster (Return to its roots)It recognized the error of its ways and halted production of the entry-level models. It rebuilt its damaged image by revamping its higher-end model lines with more race-bre

18、d technology. Porsche once again targeted the high end of the market in both price and performance.4Ps analysisproduct4Ps analysis 1970s1970s Porsche extend its brand outside the box extend its brand outside the box 924 944 entry-level model different level 924 944 entry-level model different level

19、of people can afford of people can afford The loyalists never accept it as porschehe loyalists never accept it as porsche Fierce competition with ierce competition with Nissan Toyota BMW BMW Datsun 280-ZX and 280-ZX and Toyota Supra cheaper and Supra cheaper and faster then 944faster then 944product

20、2002 Cayenne SUVGuaring the old while bringing thr newJump into the SUV market4Ps analysisproduct2009 PanameraGuaring the old while bringing thr newInvent Panameraproduct4Ps analysis4Ps analysisproduct 1990 Porsche sale had plummeted and 1990 Porsche sale had plummeted and the company flirted with b

21、ankruptcythe company flirted with bankruptcy Late 1990s 2000sate 1990s 2000s Target the high-end model lines arget the high-end model lines with more race-bred technologywith more race-bred technology 2002 last car company to jump into 2002 last car company to jump into SUV market .Invent CayenneSUV

22、 market .Invent Cayenne4Ps analysisPriceX4Macan S77.4万元68.8万元（起售价）77.4万元79.79万元Porsche dont cut down its price. But rice its quality and service . keep focus on high-end sport entry class of a certain cars price is lower than the competitor.4Ps analysisPlace Jiecheng(捷成)is the biggest distributor in

23、 china 4Ps analysisPromotion Now , Porsche s product is limit ,and the customers need is biggerIt didnt made promotionFor Porsche ,no promotion is the best promotionProspect&RecommendationProspectAchieve its global sale target Develop new marketRecommendationContinue to expend its marketing network to seize global market , especially china.Co-operate with other companiesMaintenance of imageRecommendationInvest to research and development of new modelRecruit more professionalMake targeted plan（cheapest Macan）THANK YOU.STU tributehttp:/stu- 授权发布