SWOT Analysis:
Advantage Analysis:
1 product development innovation ability
(1) Porsche has more than 50 years of racing experience, accumulated a lot of technical expertise. (2) Porsche hired some of the world's most outstanding design talent, the continued development of advanced technology
2 the quality of the products among the forefront of the auto industry The pursuit of quality. Porsche process and design strategy in the first place 3 brand benefits, brand loyalty has lovers
Porsche emphasize the design, development and promotion, so as to maintain its reputation for excellence, innovation, and other characteristics of the outstanding European descent, makes people choose it.
4 the price is relatively cheap, is the \
Porsche with existing technology and technology continues to develop, so it can at relatively low prices lead to more reliable performance. Compared with the super sports car, such as Ferrari FXX, it cost about $500000, and close to the Porsche Yurbo is about as low as $100000. 5 The success of diversification brought
In the America market, SUV started to become mainstream, Porsche decided its product line extension, the diversification of production, the product will continue to promote the Cayenne -- Porsche growth in the next few years.
6 The strategy is the core competitiveness of difference
(1) the unique product positioning -- taking sports as the main products, and is famous for its fashion noble and excellent performance; (2) unique customer orientation -- the annual income of over $380000, pay attention to innovation and independent customer (3) unique price -- the price is relatively cheap, is the \innovative technology
Disadvantage Analysis：
1 The traditional model of high fuel consumption, not improved
It is estimated America environmental protection agency, in the 90's of the twentieth Century 911Turbo, the fuel consumption of 18 miles per gallon but in 2010 it reached 24~25 per gallon of fuel consumption. Although Porsche efforts to reduce fuel consumption, but new products from the design view, the effect is not good, fuel consumption remains a serious problem. 2Financial structure debt
Porsche since 2005 the acquisition of a large number of public shares, at the same time in very difficult economic crisis, as of 2009 1 at the end of the month, Porsche has been difficult to maintain the production and operation of funds. By the public after the acquisition, Porsche still need to restructure and improve financial structure.
Opportunity Analysis:
1.The Volkswagen Group's acquisition
The public to buy Porsche from the capital chain crisis, and promote its further development. Public management are eager to improve the mass of other brands use Porsche expertise, so the public to provide more resources and platform for the development of Porsche, such as by its distribution channels.
2.Germany's economic support.
Germany is the world's third largest exporter, union members are protected by the labor law, and received wide support. 3.Analysis of market segments.
Segment market, competition is not a big amount. Many potential competitors because there is no sufficient funds to invest in manufacturing and Porsche comparable to the car, and withdraw from the competition in the market segment. 4. fashion trend
In the luxury and high-end market, the pursuit of fashion is the nature of the buyer. All along, the roadster as fashion representative, therefore, as Porsche car enterprises, have good market prospects.
5.The development of the Chinese sports industry.
On the one hand. As the world's fastest growing economy Chinese, Chinese government also plans to gradually promote the appreciation of the RMB, the export market, with huge development potential. On the other hand, Chinese area sports car market in the initial stage of development, its sales in 2009 ~2010 annual rate of 72%, Porsche accounted for about 15.6% of total sales, in 2~3 years, China Porsche will become the largest consumer market. 6.Analysis of sports car industry conditions.
The car industry is a capital intensive industry, economies of scale, international expansion will lead to greater market penetration level, will also increase, so Porsche where the industry itself is Porsche provides a good environment of the industry. 7.The strategic alliance support.
Porsche purchased some shares of MHP's assets as a strategic alliance, Porsche allows MHP to provide consulting and process for its improvement measures, which helps Porsche learn new business technology and the production process improvement, the ability of production at the same time the Porsche Cayenne in the Leipzig area is located in Germany in the same production line the same factory, CarreraGT and Panamera.
Threat Analysis:
1, the economic situation and the decline in oil prices. From the beginning of 2007, the economic situation gradually decline, rising unemployment, resulting in declining consumer purchasing power; at the same time, oil prices reached a record high, up to $100 a barrel. Consumers are very sensitive to the price decline, thus resulting in the demand for consumers to buy, Porsche sales will be affected.
2, improve the America average fuel economy (CAFE). According to statistics, Porsche largest market is America, 2009-2010 years 26% of its sales from America. However, the average fuel economy standard in 2020 will be the implementation of American (CAFE) not only improves fuel consumption standards, but also substantially increase the amount of fines; and the fuel consumption is relatively large Porsche. This will make Porsche in USA the substantial decline in
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