Porsche internal and external
BUS 488- STRATEGY
PORSCHE
NG KEE YANG ANDREW
B1114179
1. Strategic Profiles and Case Analysis Purpose
Porsche’s mission, vision and its reputation are clouded after the take over of VW group. VW group oversaw the take over of other famous brands like, Bentley, Buggati and Lamborghini. Under the new leadership and direction from the top brass, the first move was to restructure Porsche. The restructuring saw Porsche’s top executives sent to other car brands in VW group to share expertise and Porsche’s success. Replacing them are executives from other car brands, like Matthias Muller from Audi whose main aim was to integrate Porsche into VW family, extend its product line and increase production, from 80,000 units to 150,000 units within 5 years. This puts Porsche’s current brand image and reputation in danger, as it is known to produce quality cars and not quantity.
2. Situation Analysis
a. General environment analysis
i. Technological trends
Porsche has the reputation of being the forefront when it comes to technology within high performance sports car. In 1999, Porsche move in and bought a stake and subsequently control in Misescke Hofmann und Partner (MHP) – specialty in IT technology and process improvement group and Systems, Applications and Products in Data Processing. The expertise was used exclusively to improve Porsche processes. Which helped in learning of new business techniques and technologies. This allowed manufacturing process of Cayenne, Carrera GT and Panamera to happen in the same plant on the same line in Leipzig, Germany.
Solely on the car itself, Porsche created and development-leading technology that was hard to imitate, for example the seven-gear Porsche Doppelkupplung and the Porsche Torque Vectoring which is known to be reliable in performance at comparatively low prices.
ii. Demographic trends
In North America itself, Porshce aficionados tend to be college-educated men between 36-55 years of age with
PORSCHE
NG KEE YANG ANDREW
B1114179
1. Strategic Profiles and Case Analysis Purpose
Porsche’s mission, vision and its reputation are clouded after the take over of VW group. VW group oversaw the take over of other famous brands like, Bentley, Buggati and Lamborghini. Under the new leadership and direction from the top brass, the first move was to restructure Porsche. The restructuring saw Porsche’s top executives sent to other car brands in VW group to share expertise and Porsche’s success. Replacing them are executives from other car brands, like Matthias Muller from Audi whose main aim was to integrate Porsche into VW family, extend its product line and increase production, from 80,000 units to 150,000 units within 5 years. This puts Porsche’s current brand image and reputation in danger, as it is known to produce quality cars and not quantity.
2. Situation Analysis
a. General environment analysis
i. Technological trends
Porsche has the reputation of being the forefront when it comes to technology within high performance sports car. In 1999, Porsche move in and bought a stake and subsequently control in Misescke Hofmann und Partner (MHP) – specialty in IT technology and process improvement group and Systems, Applications and Products in Data Processing. The expertise was used exclusively to improve Porsche processes. Which helped in learning of new business techniques and technologies. This allowed manufacturing process of Cayenne, Carrera GT and Panamera to happen in the same plant on the same line in Leipzig, Germany.
Solely on the car itself, Porsche created and development-leading technology that was hard to imitate, for example the seven-gear Porsche Doppelkupplung and the Porsche Torque Vectoring which is known to be reliable in performance at comparatively low prices.
ii. Demographic trends
In North America itself, Porshce aficionados tend to be college-educated men between 36-55 years of age with