Chapter 5 Developing a Global Vision

Porsche's first production car was entirely hand built but they found this process to be inefficient, too expensive and time consuming for what they wanted to be, a volume production car company. Since then Porsche has used a capital intensive method of production. choosing to focus on technologically advanced methods of production rather than a Labor intensive model. Porsche was one of the early iterators of technologies like the double clutch transmission and carbon ceramic brakes. They were also one of the first to use materials like silicon carbide in their cars. Porsche has been building the 911 at their factory in Stuttgart, Germany since 1964.

Porsche is a multinational company that sells the 911 all over the world. Even though the 911 is sold in different countries with different cultures, it is marketed and sold the same way. This means the marketing and promotional strategies you would see in America would be the same thing you would see in the United Arab Emirates. Porsche has shown substantial interests in China as a new market for their cars. They have been spending a lot in promotion and on setting up dealerships to make the car more available. They are currently working on entering the markets in 15 different countries, mostly in Africa as part of their growth strategy.

Porsche uses the one product one message strategy for the Porsche 911. It is marketed as the practical sports car and attention is drawn to the heritage and the racing prestige, with their 16 wins at the 24 Hours of Le Mans race in France. The most for any car manufacture in history. Porsche built about 30,000 911s in 2013 most of which will be exported to other countries.

Porsche has licensed out the digital versions of their cars to Electronic Arts to be in video games like Need For Speed and a sub licensing agreement to Turn 10 Studios for the Forza Motorsport racing simulator. This is used as a promotional tool for Porsche as it creates fans for the cars and shows them the performance that the car is capable of. It also creates potential future customers for Porsche and gives the fans who are not fortunate enough to buy the car a chance to enjoy them as well.