Critical Exploration of Porsche's Marketing and Sales

This report provides an integrated summary of Porsche's marketing and sales strategies, focusing on the reasons behind its long-term success. The study examines Porsche's history, ownership, and sales performance, highlighting the company's growth and revenue. It delves into primary research involving 54 participants, exploring their brand preferences, demographics, and psychographic profiles. The research investigates Porsche's target market segmentation, including geographic and psychographic profiling methods, to understand how the company tailors its marketing efforts. The report also touches upon the automobile industry's global landscape and analyzes the potential weaknesses of the brand, aiming to provide a comprehensive overview of Porsche's market position and future prospects. The research uses both primary and secondary data to analyze the company's success in marketing and sales.

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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,

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bon vivants, and fantasist profile. Among the target segments, the Top gun profile , elitist
profile and proud patrons are the major source of revenue for the company while last to segment
are driven by fantasy. The psychographic profiling helps them to understand that which part of
the target segment to focus on. One of the largest Geographic target market segment is USA that
are divided into four reasons that include North, south, Southwest, and northwest. It helped the
Porsche to make great revenues from the market segment in USA (Phadermrod, 2019).

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Bibliography
Gürel, E. (2017). SWOT analysis: A theoretical review. . Journal of International Social
Research , 115.
Phadermrod, B. C. (2019). mportance-performance analysis based SWOT analysis. International
Journal of Information Management, , 194-203.