The scientific assignment consists of a market analysis and the market definition for the Porsche 911 in the German market from a marketing perspective.
It includes internal and external aspects which are crucial for a successful marketing strategy. The analysis covers a general overview of the company and the respective product, followed by a customer analysis and the internal and external analysis. Instruments which have been used are the SWOT analysis, the PEST analysis and Porter´s Five Forces. The document closes with a conclusion of the analysis.
Table of Contents
- Introduction
- General Information about Company and Product
- Customer Analysis
- Internal Market Analysis
- SWOT Analysis
- Strengths
- Weaknesses
- SWOT Analysis
- External Market Analysis
- SWOT Analysis
- Opportunities
- Threats
- PEST Analysis
- Porters Five Forces
- SWOT Analysis
- Conclusion
- References
Objectives and Key Themes
This assignment provides a detailed market analysis for the Porsche 911 in the German market. The focus is on the 911 Carrera, which is the “entry model” to the 911 series. The main objective is to analyze the market for the Porsche 911 Carrera in Germany, considering various aspects like customer analysis, internal and external market factors, and competitive landscape.- Company and Product Overview
- Customer Profile and Preferences
- Internal and External Market Analysis
- Competitive Landscape
- Marketing Strategies for the Porsche 911 Carrera in Germany
Chapter Summaries
- Introduction: The introduction presents a brief overview of Porsche as a company and the Porsche 911, particularly the 911 Carrera model. It establishes the context and purpose of the market analysis.
- General Information about Company and Product: This section provides a background on Porsche's history, its current portfolio, and the specific characteristics of the 911 Carrera model, including its price point.
- Customer Analysis: This chapter focuses on the target customer profile for the Porsche 911 Carrera in Germany. It examines key customer characteristics such as income, age, gender, and driving preferences. The analysis highlights the emotional component of car ownership for this segment.
- Internal Market Analysis: This chapter explores the internal market analysis for the Porsche 911 Carrera, focusing on the company's internal strengths and weaknesses, and how they impact the product's market position.
- External Market Analysis: This chapter delves into the external market factors influencing the Porsche 911 Carrera. It examines opportunities and threats within the German market, as well as broader industry trends and competitive forces.
Keywords
The key themes and concepts explored in this analysis include Porsche, 911 Carrera, German market, customer analysis, internal market analysis, external market analysis, SWOT analysis, PEST analysis, Porters Five Forces, competitive landscape, marketing strategies, and premium car market.
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- Andreas Mehren (Author), 2016, Definition and Analysis of the Market for the Porsche 911 in Germany, Munich, GRIN Verlag, https://www.grin.com/document/340595
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