Management Integrated summary of Porsche Research 2022

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INTEGRATED SUMMARY: PORCSHE

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Integrated summary of Porsche
The research study is undertaken to understand the reasons behind the long term success of the
Porsche in marketing and sales. Porsche is an automobile manufacturer based in Germany. It was
founded in 1931 with the focus on providing the best automobiles in sports and luxurious
segment. The Volkswagen AG owns the Porsche. During 2019, the company recorded the
highest sales when compared with other car manufacturers (Gürel, 2017).
According to the given data, Porsche company faced the downfall in the sales of its sports
vehicle from 2005 till 2010. After 2010 the sales of Porsche vehicle started rising at the a good
pace due to availability of the good luxurious consumers. The good long-term increase in the
Porsche sales was recorded between 2011 to 2019. The vision of the Porsche Company was to
create an innovative product for its potential consumers (Phadermrod, 2019).
To get the detailed understanding about the Porsche Company, the primary research among the
54 participants took please in the age group of 25-65 years. Firstly the questions were asked
regarding the demographic topics such as age, income, and qualification of the group. The first
question asked them to choose between two brands (Gürel, 2017). Around the 80 percentage of
the respondent chose Porsche the reason behind choosing Porsche was it diverse range of
availability of various cars (Phadermrod, 2019). The second step was the collection of the
qualitative data was the in-depth interview thus helping us to know the innovative and interesting
features of the Porsche to be the only reason for admire.
The secondary data from various websites was also collected that helped in giving the
understanding about its target audience. Among the purchasers of Porsche automobile, 81
percentage are married while 36 percentage her young people. The median age of the people
buying the car is 58years and their median household income is $85729 (Gürel, 2017).
According to the economic outlook segmentation, it was found out that 37 percentage of the
people are fiscally fir while 30 percentage are confident spenders who fall under the category of
high income group. The overall data suggest that most of the target market people are enthusiasts
of sports who usually hail from a royal family or business family (Phadermrod, 2019).
According to the data collected, it was found out that Porsche uses psychographic profiling
method of profiling its target customers into the top gun profile, the elitist profile, proud patrons,