保时捷(Porsche)文化产品与市场分析汽车行业ppt模板

1、1PorscheGuarding the Old While Bringing in the NewPorsche：2IntroductioncontentsSWOT Analysis4Ps AnalysisProspect&Recommendation3 Cars(汽车总动员）Have you ever seen the movie?4Porsche 911A video about Porsche 5Introduction6IntroductionBrand:Porsche AGLocation:Stuttgart,GermanyBusiness Scope:High-end a

2、utomobilesMain products:911,Boxter,Panamera,CayenneOfficial website:http:/719481963197019332002IntroductionPorsche365Porsche911Porsche914Porsche BoxsterCayenne2009PanameraIntroduction8SWOT analysis9SWOT analysisOpportunityThreatsSWOTFirms Brand Name and ResourcesDemand for Product Size of MarketLow

3、Product Awareness Poor FacilityBad Economy CompetitorsWeaknessStrength10SWOT analysisStrengthStrong Brand Image History&LoyalistsAdvanced TechnologyDiversification Of Car Models The Entry-level Model&The Higher-end ModelStrength11SWOT analysisStrengthAchievers Profile Porsche was founded in

4、1931In the past 83 years Strong Brand ImageFinancially Successful People12SWOT analysisStrengthIf I were going to be a car, Id be a Porsche.13SWOT analysisStrengthAdvanced Technology14SWOT analysisStrengthAdvanced TechnologyVariable Turbine Geometry15SWOT analysisStrengthAdvanced Technology Superior

5、 Engineers Team16SWOT analysisStrengthAdvanced Technology Superior Engineers Team17SWOT analysisStrengthDiversification Of Car Model91118SWOT analysisStrengthDiversification Of Car ModelPanamera19SWOT analysisStrengthDiversification Of Car ModelCayenne20SWOT analysisWeakness Fierce Competitors The T

6、raditional Model Of High-fuel consumption Lacking Price AdvantageWeakness21SWOT analysisWeaknessFerrariLamborghiniSUPERCARFierce Competitors22SWOT analysisWeaknessSUVLandroverBMW XFierce Competitors23SWOT analysisWeaknessHigh-fuel consumptionBrandModelTypeDisplacement（L）PorscheCayenneSUV4.8BMW X5SUV

7、4.4BrandModelTypePrice (RMB)PorschePanameraSports car4.8BMWM3Sports car3.4BrandModelTypePrice (RMB)PorscheBoxsterRoadster2,7BMWZ4Roadster2.4resource from: 24SWOT analysisWeaknessLacking Price AdvantageBrandModelTypePrice (RMB)PorscheCayenneSUV922,000BMW X5SUV877,000BrandModelTypePrice (RMB)PorschePa

8、nameraSports car1145,000BMWM3Sports car998,000BrandModelTypePrice (RMB)PorscheBoxsterRoadster726,000BMWZ4Roadster578,000resource from: 25SWOT analysisOpportunity Famous brand represent faction and trend. The conbination with VW（大众汽车） The develop of Chinese marketOpportunity26SWOT analysisAs the repr

9、esent of sport car faction Sporsch aways in the front of faction.OpportunityIts peoples nature to trace faction in luxury and high-end market.27SWOT analysisThe conbination with VWThe VW provide:Stable cash flow Helping in its distribution channel.for Porsche its a good chance to strengthen its powe

10、r.OpportunityBefore the conbination,high debt rate lead to high operational risk for Porsche.28SWOT analysisOpportunityThe development of Chinese market. China is one of the four big acients with 14hundred million people which is also one of the fastest growing economies in the world. 29SWOT analysi

11、sOpportunityIn 2009,Chinese car production and sale is 13.791 million of 13.6448million respectively,surpassing the US,known as the worlds car production and marketing power.In 2012 Chinese annual production of 19.2718 million an 19.3063 million respectively,the worlds first for four consecutive yea

12、rs.30SWOT analysisOpportunity Porsches sales in China (20012010）The development of Chinese market.31SWOT analysisThreats Global Economic Slowdown The price of fuel oil increase Chinese market competition is stiffThreats32SWOT analysisThreatsThe environment of global economic may limit the speed of P

13、orsches development. Global Economic Slowdown33SWOT analysisThreatsThe price of fuel oil increase Oil price trend over 35 years34SWOT analysisThreatsThe price of fuel oil increase Porsche with the character of high oil consumption facing more challenge.People concen more about Energy-saving and gree

14、n power .35SWOT analysisThreatsA large number car firm want to occupy there too.Chinese market competition is stiff.364Ps analysis374Ps analysisproduct381948 Porsche365 4Ps analysisproduct391963 Porsche911Porsche is a unique company. It has always been a niche brand that makes cars for a small and d

15、istinctive segment of automobile buyers.Porsche owners are as rare as their vehicals Classic Sports Cars (Exclusivity) 4Ps analysisproduct404Ps analysis 1950s 1960s1950s 1960s AG AG Porsche 356orsche 356 Porsche 911 911 two most popular models of two most popular models of Porsche Enginengine: air-c

16、ooled four six-c-cylinder “boxerboxer”motormotor Target:narrow segment of arget:narrow segment of financially successful people financially successful people Enjoy driving, they are car njoy driving, they are car enthusiastsenthusiastsproduct411970 Porsche914cheap and underperformingEntry-level Spor

17、ts Cars（From niche to numerous）cheaper than 911Although these cars were in many respects sales successes, the Porsche faithful cried foul. They considered these entry-level modles to be cheap and underperforming.4Ps analysisproduct421993 BoxsterRoadster (Return to its roots)It recognized the error o

18、f its ways and halted production of the entry-level models. It rebuilt its damaged image by revamping 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 analysisproduct434Ps analysis 1970s1970s Porsche e

19、xtend its brand outside the box extend its brand outside the box 924 944 entry-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

20、 competition with Nissan Toyota BMW BMW Datsun 280-ZX and 280-ZX and Toyota Supra cheaper and Supra cheaper and faster then 944faster then 944product442002 Cayenne SUVGuaring the old while bringing thr newJump into the SUV market4Ps analysisproduct452009 PanameraGuaring the old while bringing thr ne

21、wInvent Panameraproduct4Ps analysis464Ps 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 lines 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 Cayenne474Ps analysisPriceX4Macan S77.4万元68.8万元（起售价）77.4万元79.79万元Porsche dont cut down its price. But rice its quality and