1. Tutor: Mrs. Kim Ngan Group 5: Nguyen Cao Ky Do Ha Thu Nguyen
Minh Duc
2. Guarding the Old While Bringing in the New
3. Porsche Background1 Case Study2 Todays Overview
4. Porsche BackgroundCompany: (Automobile Industry) Porsche
Automobile Holding SE Founder Ferdinand Porsche (in 1931) Owner
Porsche Family & Qatar Investment Authority (10%) First two
decades, the company built Volkswagen Beetles of Germany citizens
and tanks and Beetles for the military. 356 and 911 :the design of
elegant look =>increasing sale In 2014: workforce of 32,307,
selling 623,000 new vehicle and generating 17.1 billion euros
5. Analyze the buyer decision process of a traditional Porsche
customer? Question 1:
6. Need Recognition The consumer recognizes a problem or
need
7. Information Search The consumer is aroused to search for
more information The consumer may simply heightened attention or
may go into an active information search.
8. Alternative Evaluation The consumer uses information to
evaluate alternative brands in the choice set.
9. Purchase Decision The buyers decision about which brand to
purchase.
10. Post- purchase Behavior Consumers take further action after
purchase based on satisfaction/ dissatisfaction with a
purchase.
11. Post purchase Behaviors Purchase Decision Alternative
Evaluation Information Search Need Recognition The consumers
already know the exclusivity and highly reputation of Porsches
unique and distinctive productions. Skip
12. Question 2: Contrast the traditional Porsche customer
decision process to the decision process for a Cayenne or a
Panamera customer?
13. Cayenne - A five seat mid- sized luxury crossover - 5 doors
SUV Panamera - A full sized luxury car - 5 doors fastback Changes
in marketing decision making process
14. First three steps are NOT skipped Need recognition :
Customer still recognize the problems and needs Information search:
Customer find out some information of 2 new car series Evaluation
of alternatives: Consumers use information to evaluate alternative
brands
15. Question 4: Explain how both positive and negative
attitudes toward a brand like Porsche develop. How might Porsche
change customer attitudes toward the brand?
16. Negative Attitudes Positive Attitudes The customer who can
afford will have positive side views. Create own exclusivity and
maximize the utility and satisfaction. Separate the lower and
middle class social status even for upper lower. The price is high,
thus, only certain people could buy the car. 914,924 &944
models: high price but underperforming Production image: become
numerous but not niche.
17. Porsche changes customer attitudes toward the brand Porsche
keeps them into a balance emphasizing the image of high performance
as it was known exclusively worldwide by the brand.