保时捷（Porsche）文化 产品与市场分析汽车行业PPT模板

GuardingtheOldWhileBringingintheNewPorsche：IntroductioncontentsSWOTAnalysis4PsAnalysisProspect&RecommendationCars(汽车总动员）Haveyoueverseenthemovie?Porsche911IntroductionIntroductionBrand:PorscheAGLocation:Stuttgart,GermanyBusinessScope:High-endautomobilesMainproducts:911,Boxter,Panamera,Cayenne19481963197019332002IntroductionPorsche365Porsche911Porsche914PorscheBoxsterCayenne2009PanameraIntroductionSWOTanalysisSWOTanalysisSWOTFirm’sBrandNameandResourcesDemandforProductSizeofMarketLowProductAwarenessPoorFacilityBadEconomyCompetitorsSWOTanalysisStrength•StrongBrandImage——History&Loyalists•AdvancedTechnology•DiversificationOfCarModels——TheEntry-levelModel&TheHigher-endModelStrengthSWOTanalysisStrengthAchieversProfilePorschewasfoundedin1931Inthepast83yearsStrongBrandImageFinanciallySuccessfulPeopleSWOTanalysisStrengthIfIweregoingtobeacar,I'dbeaPorsche.SWOTanalysisStrengthAdvancedTechnologySWOTanalysisStrengthAdvancedTechnologyVariableTurbineGeometrySWOTanalysisStrengthAdvancedTechnologySuperiorEngineersTeamSWOTanalysisStrengthAdvancedTechnologySuperiorEngineersTeamSWOTanalysisStrengthDiversificationOfCarModel911SWOTanalysisStrengthDiversificationOfCarModelPanameraSWOTanalysisStrengthDiversificationOfCarModelCayenneSWOTanalysisWeakness•FierceCompetitors•TheTraditionalModelOfHigh-fuelconsumption•LackingPriceAdvantageWeaknessSWOTanalysisWeaknessFerrariLamborghiniSUPERCARFierceCompetitorsSWOTanalysisWeaknessSUVLandroverBMWXFierceCompetitorsSWOTanalysisWeaknessHigh-fuelconsumptionBrandModelTypeDisplacement（L）PorscheCayenneSUV4.8BMWX5SUV4.4BrandModelTypePrice(RMB)PorschePanameraSportscar4.8BMWM3Sportscar3.4BrandModelTypePrice(RMB)PorscheBoxsterRoadster2,7BMWZ4Roadster2.4resourcefrom:(RMB)PorscheCayenneSUV922,000BMWX5SUV877,000BrandModelTypePrice(RMB)PorschePanameraSportscar1145,000BMWM3Sportscar998,000BrandModelTypePrice(RMB)PorscheBoxsterRoadster726,000BMWZ4Roadster578,000resourcefrom:=360ppciSWOTanalysisOpportunity•Famousbrandrepresentfactionandtrend.•TheconbinationwithVW（大众汽车）•ThedevelopofChinesemarketOpportunitySWOTanalysisAstherepresentofsportcarfactionSporschawaysinthefrontoffaction.OpportunityIt'speople'snaturetotracefactioninluxuryandhigh-endmarket.SWOTanalysisTheconbinationwithVWTheVWprovide:StablecashflowHelpinginit'sdistributionchannel.forPorscheit'sagoodchancetostrengthenitspower.OpportunityBeforetheconbination,highdebtrateleadtohighoperationalriskforPorsche.SWOTanalysisOpportunityThedevelopmentofChinesemarket.Chinaisoneofthefourbigacientswith14hundredmillionpeoplewhichisalsooneofthefastestgrowingeconomiesintheworld.SWOTanalysisOpportunityIn2009,Chinesecarproductionandsaleis13.791millionof13.6448millionrespectively,surpassingtheUS,knownastheworld'scarproductionandmarketingpower.In2012Chineseannualproductionof19.2718millionan19.3063millionrespectively,theworld'sfirstforfourconsecutiveyears.SWOTanalysisOpportunityPorsche'ssalesinChina(2001—2010）ThedevelopmentofChinesemarket.SWOTanalysisThreats•GlobalEconomicSlowdown•Thepriceoffueloilincrease•ChinesemarketcompetitionisstiffThreatsSWOTanalysisThreatsTheenvironmentofglobaleconomicmaylimitthespeedofPorsche'sdevelopment.GlobalEconomicSlowdownSWOTanalysisThreatsThepriceoffueloilincreaseOilpricetrendover35yearsSWOTanalysisThreatsThepriceoffueloilincreasePorschewiththecharacterofhighoilconsumptionfacingmorechallenge.PeopleconcenmoreaboutEnergy-savingandgreenpower.SWOTanalysisThreatsAlargenumbercarfirmwanttooccupytheretoo.Chinesemarketcompetitionisstiff.4Psanalysis4Psanalysisproduct1948Porsche3654Psanalysisproduct1963Porsche911Porscheisauniquecompany.Ithasalwaysbeenanichebrandthatmakescarsforasmallanddistinctivesegmentofautomobilebuyers.PorscheownersareasrareastheirvehicalsClassicSportsCars(Exclusivity)4Psanalysisproduct4Psanalysis•1950s1960sAGPorsche356Porsche911twomostpopularmodelsofPorscheEngine:air-cooledfoursix-cylinder“boxer”motorTarget:narrowsegmentoffinanciallysuccessfulpeopleEnjoydriving,theyarecarenthusiastsproduct1970Porsche914cheapandunderperformingEntry-levelSportsCars（Fromnichetonumerous）•cheaperthan911•Althoughthesecarswereinmanyrespectssalessuccesses,thePorschefaithfulcriedfoul.Theyconsideredtheseentry-levelmodlestobecheapandunderperforming.4Psanalysisproduct1993BoxsterRoadster(Returntoitsroots)Itrecognizedtheerrorofitswaysandhaltedproductionoftheentry-levelmodels.Itrebuiltitsdamagedimagebyrevampingitshigher-endmodellineswithmorerace-bredtechnology.Porscheonceagaintargetedthehighendofthemarketinbothpriceandperformance.4Psanalysisproduct4Psanalysis•1970sPorscheextenditsbrandoutsidethebox924944entry-levelmodeldifferentlevelofpeoplecanaffordTheloyalistsneveracceptitasporscheFiercecompetitionwithNissanToyotaBMWDatsun280-ZXandToyotaSupracheaperandfasterthen944product2002CayenneSUVGuaringtheoldwhilebringingthrnewJumpintotheSUVmarket4Psanalysisproduct2009PanameraGuaringtheoldwhilebringingthrnewInventPanameraproduct4Psanalysi