porsche mss group 9 131105 final version
TRANSCRIPT
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PORSCHE
A Success StoryBy Abhishek
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In troductio n
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Porsche The Story
1931 established as a desig n a n de n gin eeri n g specialist 1948 Ma n ufactured first car (356 Roadster) 1980s Yuppie era 1993 practically ba n krupt
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Porsche The Story 1993 Mr Wiedeki n g appoi n ted as CEO 2005 Acquired 20% stake i n VW
1993 2004
Sales 870 m 6,359 m
Net In come -123 m 612 m
ProfitMargi n -14.1% 16.1%
Vehicles
Sold21,124 76,827
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Customer Value &Eco n omic Tur n arou n d
Profitability Percentages FY1992 - FY2004
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,
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/ / / / / / / / / / / / /
Fiscal Year
et In comerofit ar i n ( )
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Customer Value
ors e DamlerC r sler Vol swa en
Key Profit Margins against competitors
G our e: oovers om
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Is Porsche a Success ?
Our criteria of success1. Superior customer alue
1. Highest margi n of the i n dustry2. Premium prici n g
2. Eco n omic tur n arou n d through marketi n g strategy3. Famous bra n d4. Success despite mi n imal ad ertisi n g budget
As r su lt f M rk t-driv Str t !
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Is Porsche a Success ?
Advertising B u dget
Year
A m o u n
t ( M i l l i o n
E u r o s
)
Au
B
erce es
Porsche
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Impleme n tatio n of Success
Porsche success resulted from Mr Wiedeki n gs strategy
Mr. Wiedeki n g took the heel i n 1993 He set the co n dition s for Porsche to follo the
strategic marketi n g path ayA n d the n led them alo n g it
The Boxster is the model that led to success
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Impleme n tatio n of Success
The Str t eg i t hwayCustomer Focus
&Market Se n si n g Market Choices/
Segme n tatio n ValuePropositio n
K eyRelatio n ships
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Customer Focus & Market Se n sin g
Porsches Philosophy
At the begi nn in g of e ery thought a n d e ery
deal, there is the customer.
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Market Choices & Segme n tatio n
1948 1958 1968 1978 1988 1996 2002...
Tech n ology ri e n Customer ri e n
Co n s tr uc -tio n u r o/
Ma n u f a c tu r e
P r o d uc e r o f
r a c in g c a r s w ith MOT app r o va l
P r o d uc e r o f
r a c in g c apab le
s p o rt s c a r s
P o r sc he=
911
The Mu lti-S p o rt s c a r
Ma n u f a c tu r e r
The P o r sc he Br a n dPh ilo s o phy
The P o r sc he Pa c kage
P o r sc he=
911
356 Nr. 1Ro a d s te r
356550
911912
911(924)(928)
911944924928
959
911 C aye nn eBox s te r
911
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P ICTURE OF PANAMERA
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Value Propositio nStrategic Bra n d Ma n ageme n t
Core Bra n d Values Traditio n & Inn o atio n Performa n ce & Practicality esig n & Fu n ctio n ality Exclusi ity & Social Accepta n ce
They lea d t o the c om pe titiv e a dv a n tage !
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Le erage key capabilities
U n exploited Market segme n t for sportsroadster
Porsche key capablilty of desig n a n de n gin eeri n g
Porsche desig n a sports roadster The BOXTER
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Un ique Value Propositio n
The Porsche Package Exclusi e ealerships Highly-trai n ed Sales Co n sulta n ts O n ership Clubs
Racin
g Clubs Exclusi e Factory Visit Perso n alised Tequipme n t Customised productio n
Ma ke s a 50 yea r- o ld f ee l 25 aga in !
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Q uestio n s ?
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THANK YOU