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
1. Introduction
2. General Information about Company and Product
3. Customer Analysis
4. Internal Market Analysis
4.1 SWOT Analysis
4.1.1 Strengths
4.1.2 Weaknesses
5. External Market Analysis
5.1 SWOT Analysis
5.1.1 Opportunities
5.1.2 Threats
5.2 PEST Analysis
5.3 Porters Five Forces
6. Conclusion
7. References
Research Objectives and Key Topics
This paper aims to provide a comprehensive market analysis for the Porsche 911 Carrera within the German automotive sector by evaluating internal strengths and weaknesses alongside external macro-environmental factors.
- Detailed analysis of the target customer segment and their emotional purchasing drivers.
- Internal evaluation of Porsche using the SWOT framework.
- Macro-environmental assessment utilizing the PEST analysis model.
- Competitive landscape evaluation through Porter’s Five Forces.
- Strategic outlook based on market trends and future growth potential.
Excerpt from the Book
3. Customer Analysis
If we take a view on the market analysis, we should always focus on our potential and existing customers for the product we want to analyze.
One criteria for the customer analysis and our peer group is the price of our product. As above mentioned, the Porsche 911 Carrera costs at least around 96.000 Euros list price with the basic settings. Therefore, the customer group is already limited due to the income factor. Porsche wants to attract customers with a high income who can spend those nearly 100.000 Euros for a car.
Even though the analysis done by Porsche is from 2003 and therefore already 13 years old, one of the major reasons of the customers for buying a Porsche 911 is the emotional component, which represented more than 60% in the study 2003 (cf. Porsche GfM 2003, Page 6). This shows that the potential and existing customer are seeing a car and making their decision of buying a car with an emotional component and not only with a rationale component. You can assume that these customers have an emotional component to the part of car driving. For them, it is not just a tool for getting from A to B (cf. ibid. Page 11). But it is not only the component of driving. It is also the component of owning. Porsche is still an exclusive product due to the high price. Additional reasons are design and functionality, sport car ambitions and everyday usability (cf. Marketing Club 2012).
Chapter Summaries
1. Introduction: Presents the research scope, focusing on the market analysis of the Porsche 911 Carrera as the entry model for the series.
2. General Information about Company and Product: Provides corporate background, the company's integration into the Volkswagen Group, and an overview of the current product portfolio.
3. Customer Analysis: Investigates the profile, income level, and emotional decision-making patterns of the target demographic for the Porsche 911.
4. Internal Market Analysis: Assesses Porsche's internal environment, highlighting current financial strengths and specific product weaknesses through a SWOT analysis.
5. External Market Analysis: Examines external influences on the market using PEST and Porter’s Five Forces models to evaluate risks and future opportunities.
6. Conclusion: Synthesizes the analysis, confirming the enduring success of the 911 Carrera and outlining the necessity for future-oriented R&D and marketing strategies.
7. References: Compiles all academic monographs, online resources, and professional journal articles utilized for the study.
Keywords
Porsche 911, Carrera, German Market, Automotive Industry, SWOT Analysis, PEST Analysis, Porter's Five Forces, Market Analysis, Luxury Car, Consumer Behavior, Customer Analysis, Connected Car, Automotive Strategy
Frequently Asked Questions
What is the primary focus of this study?
The study provides a structured market analysis of the Porsche 911 Carrera specifically within the German market, evaluating both internal business factors and external environmental influences.
What are the core thematic fields covered?
Key topics include company background, customer segment profiling, internal organizational assessment, and comprehensive external market scanning including political and economic factors.
What is the main objective of the research?
The objective is to understand the market positioning of the 911 Carrera and how the company addresses potential challenges through its strategic product management.
Which scientific models are applied in the paper?
The paper utilizes standard management frameworks, specifically the SWOT analysis for internal and external assessment, PEST analysis for macro-environmental scanning, and Porter’s Five Forces for industry competition analysis.
What content is discussed in the main body?
The main body moves from a detailed customer analysis to an internal evaluation of Porsche’s strengths and weaknesses, followed by an external analysis of political, economic, social, and technological trends.
Which keywords define this work?
The work is characterized by terms such as Porsche 911, market analysis, luxury car segment, automotive strategy, consumer behavior, and Porter's Five Forces.
How does the author classify the target customer for the 911 Carrera?
The target customer is typically male, aged between 40 and 50, possesses a high income, and is significantly driven by emotional aspects rather than purely rational ones when purchasing a vehicle.
What specific technological trend is highlighted as a success factor?
The paper identifies 'Connected Car Technology' as a crucial area, noting a significant projected growth in market potential that Porsche must integrate into its R&D processes.
Why are 'substitutes' considered to have a low impact on Porsche?
Because the typical Porsche buyer is motivated by emotional and exclusive brand value rather than basic transportation utility, standard substitutes like carsharing or public transit do not effectively compete with the product.
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- Andreas Mehren (Autor:in), 2016, Definition and Analysis of the Market for the Porsche 911 in Germany, München, GRIN Verlag, https://www.grin.com/document/340595
