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Strategic marketing in Luxury is a very specific exercise. Most of the time, a luxury brand can impose its own strategy, regardless of the market.
Nonetheless, though specific, luxury is still a business and, sometimes, has to change, to evolve, in order to survive.
!!! please analyze the strategy used by Porsche when the Cayenne was launched!!!
Deliverables
1) Explain how Porsche changed from its creation to the late 90’s. How History, Politics and Economy influenced the brand’s image?
2) Why Porsche decided to design its’ own SUV? What are the characteristics of this kind of car in terms of marketing?
3) Why Porsche’s SUV is different from the other SUV? Do you think that Porsche could have launched a mainstream SUV?
4) Point out the risks taken by Porsche. What was its strategy? How and why Porsche used its consumers’ advices?
5) Do you think that Cayenne’s owners developed their own philosophy about their product? To you, is Cayenne a Porsche as well as the other models?
6) According to you, is Cayenne a success? Would you buy one?
Guidelines
Please answer to the questions following the Essay format and referencing properly your references.
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