case study: porsche

PRESENTER

AZRUL AZMI

ANG YE HAN

RADZIAH RAHMAT

INTRODUCTION

INTRODUCTION

Company: (Automobile Industry)Porsche Automobile Holding SE

Founder• Ferdinand Porsche (in 1931)

Owner• Porsche Family & Qatar Investment Authority (10%)

First two decades, the company built Volkswagen Beetles of Germany citizens and tanks and Beetles for the military.

Analyze the buyer decision process

of a traditional Porsche customer

Postpurchase Behaviour

Purchase Decision

Alternative Evaluation

Information Search

Need Recognition

Need Recognition

The first stage of the buyer decision process, in which the consumer recognizes a problem or need.

Information Search

The stage of the buyer decision process in which the consumer is aroused to search for more information; the

consumer may simply heightened attention or may go into an active information search.

Evaluation of Alternatives

The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in

the choice set.

Purchase Decision

The buyer’s decision about which brand to purchase.

PostpurchaseBehavior

The stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction

or dissatisfaction with a purchase.

Post purchase Behaviors

Purchase Decision

Alternative Evaluation

Information Search

Need Recognition

Porsche’s customers skip three decisions process, and go right to the purchase

decision.

Basically, the consumers go through all the buyer decision process when they face a new and complex purchase situation.

The consumers already knows about

the exclusivity and highly reputation of

their unique and distinctive

productions.

Contrast the traditional Porsche customer decision process

to the decision process for

a Cayenne or a Panamera customer

Cayenne

Is a five seat mid-sized luxury crossover.

5 doors SUV.

Panamera

Is a full sized luxury car.

5 doors fastback.

Postpurchase Behaviour

Purchase Decision

Alternative Evaluation

Information Search

Need Recognition

The customer always bear in their mind that Porsche is “the one and only” car with the exclusivity and highly distinctive.

Which concept in the chapter explain why Porsche sold so many lower-

priced models in the 1970s and 1980s

Adoption Process

Awareness Interest Evaluation Trial Adoption

Explain how both positive and negative attitudes toward a brand like Porsche develop. How might

Porsche change customer attitudes toward the brand

NegativeAttitudes

PositiveAttitudes

The customer who can afford will have positive side views.

Create own exclusivity and maximize the utility and satisfaction.

Separate the lower and middle class social status even for upper lower.

The price is high, thus, only certain people could buy the car.

Production image: become numerous but not niche.

Porsche should keep the image of high performance as they were known exclusively world wide by the brand.

What role does the Porsche brand play in

the self-concept of its buyers

Social Class and Group

(Upper Class)

Upper Uppers

Middle Uppers

If the price is affordable to all people, it will destroy the high level social status of the brand.

Porsche has appealed to a very narrow segment of financially successful people as the price was very expensive due to the good quality.

Porsche manage to create a brand of exclusivity and uniqueness without the argumentation from others. Next, put their buyer in their own class of exclusivity.

Thank You

Question & Answer Session