Boston Matrix - Porsche (1)
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Transcript of Boston Matrix - Porsche (1)
By:CostanzaHyerinAmosClara
Boston Matrix: Porsche
Background Information
Porsche Automobil Holding SE founded 1931
German Automotive company specializing in luxury high performance automobiles
Volkswagen AG owns a 49.9% stake
Awarded “most prestigious automobile brand” in 2006
Product Portfolio
Boxster
Cayman
911
Panamera
Cayenne
Boxster Information
Production started in 1996
Type: mid-engined, 2-door convertible, Roadster
Seen as quite pricey for a roadster yet cheap for a sports car
2340 units sold in china in 2009
Globally, sales dropped by 10.8 percent along with the Cayman in 2010
Prices inclusive of VAT
Boxter: 704 000
Black Edition: 821 300
Boxster S: 934 000
Spyder: 1 060 000
Competitors
BMW Z4 RMB 589 000 (retail price)
Audi TT roadster 565 000 to 708 000 (retail)
Mercedes Benz SLK-class from 598 000 to 861 000 (retail)
Cayman2-seater sports coupe derived from the boxster
Production started in 2005
Perceived as a “poor man’s 911”
Globally, sales dropped by 10.8% along with the Boxster in 2010
Prices inclusive of VATCayman 745 000
Cayman S 1 031 000
Cayman R 1 148 000
Competitors BMW M3 1 100 000 to 1 200 000 (retail)
Audi S5 998 000 (retail)
Audi TT coupe 519 000 to 662 000 (retail)
Chevrolet Camaro V6 500 000 (retail)
911
2-door sports “supercoupe”
One of the oldest sports coupe still in production
The Porsche “legend”, flagship model
Globally, sales dropped by 27.4% in 2010
Though the 911 has prestige in the “supercoupe” segment of the market, it is overshadowed by equal performances and cheaper prices of other car models.
Prices inclusive of VAT
911 Carrera 1 424 000
911 turbo cabriolet 2 785 100
CompetitorsAudi R8 RMB 2 328 000 (retail)
Mercedes Benz SL S AMG 3 628 000 (retail)
Mercedes Benz SL K AMG 2 568 000 (retail)
BMW M6 2 298 000 (retail)
BMW M3 1 200 000 (retail)
Aston Martin V8
Jaguar XKR
Panamera
Four-door luxury sedan
Produced from 2009
Though it overtook the Cayenne in sales in the US, it still fellbehind the Cayenne in China with 3833 units in 2010
Porsche’s second best selling model in China due to it being newly-launched as well as the popularity of chauffeur-driven sedans
Prices inclusive of VAT
Panamera 1 139 800
Panamera S 1 873 900
Panamera 4 1 237 300
Panamera 4S 1 977 800
Panamera S Hybrid 1 728 000
Panamera Turbo 2 577500
Panamera Turbo S 3 088 000
CompetitorsBMW 6 ,7 and M series
6 series prices from 1 082 000 to 1 186 000 (retail price)
7 series prices from 918 000 to 2 298 000 (retail price)
M series from 1 066 000 to 2 298 000 (retail price)
Audi A8
RMB 928 000 to 1 362 000 (retail)
Cayenne
Five-seat mid-sized luxury SUV
Manufactured since 2002
Doing remarkably well, China is largest market (over 9000 units sold during 2009-2010), making up 83% of Porsche China sales
Porsche’s best selling model
Doing remarkably well in a relatively saturated but highly growing market segment
Prices inclusive of VATCayenne 893 000
Cayenne S 1 497 000
Cayenne S Hybrid 1 396 000
Cayenne Turbo 2 097 000
CompetitorsBMW X-series
X1 RMB 358 000 (retail price) to
X6 ActiveHybrid RMB 2 168 000 (retail price)
Mercedes Benz
GLK350 Rmb598 000 to 689 000 (retail)
Audi Q7
Rmb 815 000 to 2 568 000 (retail)
Boston MatrixAlso known as the BSG matrix
Portfolio analysis tool, a comparative analysis of business potential and the evaluation of the market environment
Snapshot of current position, little predictive value
It assumes that market share gained leads to cash surpluses
Boston Matrix: Porsche
Cayenne
Panamera
911
Boxster
Cayman
Product Analysis: Cayenne
The Cayenne is Porsche’s rising star, with increasing market share within the rapidly growing China SUV market.
Porsche should focus on investments to sustain growth and increase leadership position
Porsche should try to maintain or improve the Cayenne’s position in the China SUV market until the market matures
Product Analysis: PanameraPanamera falls between being a rising star and a question mark due to the Chinese sedan market already being saturated.
However, the fast growth of the China sedan market presents opportunities for the Panamera to secure more market share
Same strategies as Cayenne, except Porsche should consider stealing market share from existing competitors through investing in promotion
Product Analysis: 911 The luxury supercar market in China is not highly saturated, though it does not experience as large a growth as the SUV and Sedan Market
911 is already an established Porsche model (Cash Cow)
Porsche should defend market share from new entrants and existing competition
Extend the product life cycle
Product Analysis: CaymanNeither a boxster nor a 911, the Cayman has seen reduced sales in China
It falls between being a Cash Cow and a Dog as it does not have a large market share in an already saturated Coupe market. However, existing sales do provide Porsche with revenue.
Porsche can consider investing to increase market share at the expanse of competitors through advertising or other methods
Product Analysis: BoxsterThe roadster does not have much popularity among the big-car loving China population
The Boxster falls between being a Dog and a Cash Cow as it has a moderate market share in the slow-growing roadster market in China
However, it might still benefit Porsche by having a place in a niche market in China as there will still be demand for small sports vehicles
Referenceshttp://www.bmw.com.cn/http://www.mercedes-benz.com.cnhttp://www.autoexpress.co.uk/news/autoexpressnews/251209/bentley_introduces_china_specials.htmlhttp://www.newcarsinfo.com/tag/chevrolet-camaro-china-price/http://www.audi.com/cnhttp://www.total911.com/news/porsche-sales-figures-are-up-but-what-of-the-911/http://porschebahn.wordpress.com/2011/02/28/record-sales-for-porsche/http://ezinearticles.com/?The-Porsche-Cayman&id=5736524http://reogcars.com/search/porsche-boxster-china-sales-2010/http://www.autoevolution.com/news/porsche-sales-explode-in-china-in-2010-30247.htmlhttp://www.allreleasedates.co.uk/post/2011/01/02/2011-Porsche-Cayenne.aspxhttp://en.ce.cn/Insight/201001/25/t20100125_20860157.shtmlhttp://www.chinadaily.com.cn/bizchina/2011-04/22/content_12376087.htmhttp://www.chinadaily.com.cn/business/2010-01/04/content_9258521.htmhttp://www.4wheelsnews.com/porsches-china-sales-rise-63-in-2010-thanks-to-the-cayenne-suv/http://www.jingdaily.com/en/luxury/porsche-sales-in-china-jump-nearly-50-in-2010/http://europe.autonews.com/apps/pbcs.dll/article?AID=/20110128/ANE/110129843/1131http://www.uscib.org/index.asp?documentID=1676http://cars-u.com/mercedes-benz-e-class-sedan-heads-china.htmlwww.wikipedia.orghttp://www.chinadaily.com.cn/business/2010-01/04/content_9258521.htm