保時捷（Porsche）文化產(chǎn)品介紹動態(tài)PPT

1、二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品PorscheGuarding the Old While Bringing in the NewPorsche：二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品IntroductioncontentsSWOT Analysis4Ps AnalysisProspect&Recommendation二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品 Cars(汽車總動員）Have you ever seen the movie?二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品Porsche 911二二年

2、作品二二年作品二二年作品二二年作品二二年作品二二年作品Introduction二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品IntroductionBrand:Porsche AGLocation:Stuttgart,GermanyBusiness Scope:High-end automobilesMain products:911,Boxter,Panamera,Cayenne二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品19481963197019332002IntroductionPorsche365Porsche911Porsche914Porsche B

3、oxsterCayenne2009PanameraIntroduction二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysis二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisOpportunityThreatsSWOTFirms Brand Name and ResourcesDemand for Product Size of MarketLow Product Awareness Poor FacilityBad Economy CompetitorsWeaknessStrength二二年作品二二年作品二二年作品二二年

4、作品二二年作品二二年作品SWOT analysisStrengthStrong Brand Image History&LoyalistsAdvanced TechnologyDiversification Of Car Models The Entry-level Model&The Higher-end ModelStrength二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthAchievers Profile Porsche was founded in 1931In the past 83 years Strong Brand Im

5、ageFinancially Successful People二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthIf I were going to be a car, Id be a Porsche.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthAdvanced Technology二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthAdvanced TechnologyVariable Turbine Geometry二二年作品二二

6、年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthAdvanced Technology Superior Engineers Team二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthAdvanced Technology Superior Engineers Team二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthDiversification Of Car Model911二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT an

7、alysisStrengthDiversification Of Car ModelPanamera二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisStrengthDiversification Of Car ModelCayenne二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisWeakness Fierce Competitors The Traditional Model Of High-fuel consumption Lacking Price AdvantageWeakness二二年作品二二年作品二二年作品

8、二二年作品二二年作品二二年作品SWOT analysisWeaknessFerrariLamborghiniSUPERCARFierce Competitors二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisWeaknessSUVLandroverBMW XFierce Competitors二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisWeaknessHigh-fuel consumptionBrandModelTypeDisplacement（L）PorscheCayenneSUV4.8BMW X5SUV4.4B

9、randModelTypePrice (RMB)PorschePanameraSports car4.8BMWM3Sports car3.4BrandModelTypePrice (RMB)PorscheBoxsterRoadster2,7BMWZ4Roadster2.4二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisWeaknessLacking Price AdvantageBrandModelTypePrice (RMB)PorscheCayenneSUV922,000BMW X5SUV877,000BrandModelTypePrice (RMB)

10、PorschePanameraSports car1145,000BMWM3Sports car998,000BrandModelTypePrice (RMB)PorscheBoxsterRoadster726,000BMWZ4Roadster578,000二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisOpportunity Famous brand represent faction and trend. The conbination with VW（大眾汽車） The develop of Chinese marketOpportunity二二年作

11、品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisAs the represent of sport car faction Sporsch aways in the front of faction.OpportunityIts peoples nature to trace faction in luxury and high-end market.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisThe conbination with VWThe VW provide:Stable cash flow Helping in

12、 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.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisOpportunityThe development of Chinese market. China is one of the four big acients wit

13、h 14hundred million people which is also one of the fastest growing economies in the world. 二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisOpportunityIn 2009,Chinese car production and sale is 13.791 million of 13.6448million respectively,surpassing the US,known as the worlds car production and marketin

14、g power.In 2012 Chinese annual production of 19.2718 million an 19.3063 million respectively,the worlds first for four consecutive years.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisOpportunity Porsches sales in China (20012010）The development of Chinese market.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analy

15、sisThreats Global Economic Slowdown The price of fuel oil increase Chinese market competition is stiffThreats二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT analysisThreatsThe environment of global economic may limit the speed of Porsches development. Global Economic Slowdown二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT an

16、alysisThreatsThe price of fuel oil increase Oil price trend over 35 years二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品SWOT 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 .二二年作品二二年作品二二年作品二二

17、年作品二二年作品二二年作品SWOT analysisThreatsA large number car firm want to occupy there too.Chinese market competition is stiff.二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysis二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品1948 Porsche365 4Ps analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二

18、二年作品1963 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 analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysis 1950s

19、 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 successful people

20、Enjoy driving, they are car njoy driving, they are car enthusiastsenthusiastsproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品1970 Porsche914cheap and underperformingEntry-level Sports Cars（From niche to numerous）cheaper than 911Although these cars were in many respects sales successes, the Porsche faithful cri

21、ed foul. They considered these entry-level modles to be cheap and underperforming.4Ps analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品1993 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

22、its higher-end model lines with more race-bred technology. Porsche once again targeted the high end of the market in both price and performance.4Ps analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysis 1970s1970s Porsche extend its brand outside the box extend its brand outside the box 924 944 e

23、ntry-level model different level 924 944 entry-level model different level 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 Toyot

24、a Supra cheaper and Supra cheaper and faster then 944faster then 944product二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品2002 Cayenne SUVGuaring the old while bringing thr newJump into the SUV market4Ps analysisproduct二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品2009 PanameraGuaring the old while bringing thr newInvent Panamerapr

25、oduct4Ps analysis二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysisproduct 1990 Porsche sale had plummeted and 1990 Porsche sale had plummeted and the company flirted with bankruptcythe company flirted with bankruptcy Late 1990s 2000sate 1990s 2000s Target the high-end model lines arget the high-end model l

26、ines 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 market .Invent Cayenne二二年作品二二年作品二二年作品二二年作品二二年作品二二年作品4Ps analysisPriceX4Macan S77.4萬元68.8萬元（起售價）77.4萬元79.79萬元Porsche dont cut down its price. But rice its quality and service . keep focus on