(MMK101)-Market Segmentation, Targeting, Differentiation, and Positioning Strategy

PORSCHE
MMK101 TRIMESTER 1 2023
SEGMENTATION, TARGETING, DIFFERENTIATION AND
POSITIONING STRATEGY
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Contents
BACKGROUND.............................................................................................................................................3
Industry Overview:..................................................................................................................................3
Company Description:.............................................................................................................................3
Current Products:....................................................................................................................................3
Target Market:.........................................................................................................................................3
SWOT Analysis:........................................................................................................................................3
MARKET SEGMENTATION...........................................................................................................................3
Bases of Segmentation:...........................................................................................................................3
MARKET TARGETING...................................................................................................................................5
Target Market:.........................................................................................................................................5
Justification..............................................................................................................................................5
Differentiation............................................................................................................................................5
Value proposition:...................................................................................................................................5
Differentiation bases:..............................................................................................................................5
POSITIONING..............................................................................................................................................6
Positioning Statement:............................................................................................................................6
Positioning Map:......................................................................................................................................6

BACKGROUND
Industry Overview:
Australia's car sector generates $37 billion and employs 65,000 people. Cars, trucks,
buses, and other motor vehicles are manufactured, distributed, and sold.
Company Description:
Ferdinand Porsche created Porsche in 1931. Its cars are known for their performance,
handling, and engineering. Porsche now sells SUVs, sedans, hybrids, and electric cars.(Porsche HOME -
Porsche Australia, n.d.)
Current Products:
Porsche's best-known vehicles are sports automobiles. Porsche also makes SUVs and
sedans like the Cayenne and Panamera.
Target Market:
Porsche targets people that appreciate performance, craftsmanship, and luxury and are
willing to pay more for the best driving experience.
SWOT Analysis:
Strengths:
High-quality, high-performance automobiles. Strong image of brand.
Weaknesses:
Pricey compared to other premium car brands, which may limit sales.
Opportunities:
Porsche's client base could grow with electric and hybrid vehicle demand.
Threats:
New Product:
Porsche may launch an Australian luxury electric SUV. Australia's government is encouraging
electric vehicle adoption through regulations and initiatives. Porsche's luxury electric SUV may appeal to
Australian buyers seeking an eco-friendly, high-performance vehicle.
MARKET SEGMENTATION
Bases of Segmentation:
Porsche can segment Australia to find new markets and products. Porsche may use
these segmentation bases: