porsche n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Porsche PowerPoint Presentation
Download Presentation
Porsche

Loading in 2 Seconds...

play fullscreen
1 / 19

Porsche - PowerPoint PPT Presentation


  • 207 Views
  • Uploaded on

Porsche. Marius Zechner Dominik Backs Lili Nottrott Pia Freitag. Porsche Changes Tack Case Study May 8th, 2013. Risk Management and Derivatives 723G33. Index. History / Family background Statistics Strategies Marketing Creation of competitive advantages Risks

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Porsche' - scott


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
porsche
Porsche

Marius Zechner

Dominik Backs

Lili Nottrott

Pia Freitag

Porsche Changes Tack

Case Study

May 8th, 2013

Risk Management and Derivatives 723G33

index
Index

History / Family background

Statistics

Strategies

Marketing

Creationofcompetitiveadvantages

Risks

Shareholder Wealth vs. StakeholderCapitalism

Risk Management and Derivatives 723G33

history and family background
Historyand Family Background

Ferdinand Porsche,

Founderofthe Porsche Company (1931)

Louise Piech

Ferry Porsche

history and family background1
Historyand Family Background

Wolfgang Porsche,

Former boardmemberof Porsches directorate

Wendelin Wiedeking, former CEO of Porsche GmbH

Ferdinand Piech,

Chairman ofVW´ssupervisoryboard

Risk Management and Derivatives 723G33

statistics
Statistics

Risk Management and Derivatives 723G33

statistics1
Statistics

Risk Management and Derivatives 723G33

strategy 2018
Strategy 2018

“We‘vealwaysbeenambitious.

Andwe‘llmakesureitstaysthatway.“

Risk Management and Derivatives 723G33

marketing portfolio
Marketing (Portfolio)

Exclusive Sports Car Manufacturer

  • 911
  • Presentingthebrand
  • Growingold; replacementneeded
  • Salespeak in 2001/02; 15% decrease after
  • Prices high; highestmargin
  • Not priceelastic
  • Boxster
  • Introduced in 1996
  • Enteringlowpricemarket
  • Less sensitive forbusinesscycle
  • Salespeaked in 2000/01
  • hadtocompetewith BMW

Risk Management and Derivatives 723G33

marketing portfolio1
Marketing (Portfolio)

Exclusive Sports Car Manufacturer

  • Cayenne
  • Enteringsportsutilityvehicle (SUV)
  • Very quick success
  • Criticism; Comparableto VW Touareg
  • Panamera
  • Premium class, fourdoor, four-seatscoupsportscar
  • Price between $125.000 – $175.000
  • Premium productmarketsegment

Risk Management and Derivatives 723G33

marketing positioning
Marketing (Positioning)

Exclusive Sports Car Manufacturer

High Price and High Quality

Risk Management and Derivatives 723G33

marketing marketing mix
Marketing (Marketing Mix)

Exclusive Sports Car Manufacturer

Product : high quality

high performance

exclusive

Price: high price

elitestatus

Promotion: comsumerfocusedadvertising (TV, directmail)

Place: Europe (911)

North America (Cayenne)

Risk Management and Derivatives 723G33

marketing segmentation
Marketing (Segmentation)

Exclusive Sports Car Manufacturer

Top Guns: driven, ambitious

Elitists: blueblood, not price sensitive

Proud Patrons: ownershipisgoal, trophyforhardwork

Bon Vivants: Jet-setters, thrillseekers, adventures

Fantasists: carisescape,

Everydayusers: enjoy, youngerdrivers

Risk Management and Derivatives 723G33

creation of competitive advantage
Creationofcompetitiveadvantage

Risk Management and Derivatives 723G33

risks
Risks

Currency: - Productionbase in Euro-area, thereforeriskonlyatsales

- demandfocuses on global markets

 FOREX trading(exchangeratesvariations) againstrisktheyapplyhedging(derivatives, forwards, futures)

Political uncertainty: affectsany MNE, politicaldecisionscandestroycorporatestrategy. EU isrelativelyfreeofpoliticaluncertainty.

However: - Lex VW (lawof VW), thatno shareholder mayhavemorethan 20% ofvotingrights, despitethenumberofshares

- 2009, countryofLowerSaxonypubliclyopposedthetakeoverof Porsche

- Friendlyjointventure was soonconsideredashostiletakeoverby Porsche management

Lack ofsocialrelationsorgood PR

Risk Management and Derivatives 723G33

risks1
Risks

Outsourcing:decayofqualityofmanufacturedproductsandcontrol in general

 lack ofknowledgeandindustry

 countrybecomeslessdesirableforinvestors

Porsche fightsagainstthisriskbyinvesting in human capital (theirbiggestasset)

Credit: Porsche increasesexternalliabilitiesfortakeoverof VW & inhouseconstructionof Panamera

 this high liabilities in connectionwiththefinancialcrisisbrought down thecompany in the end

Risk Management and Derivatives 723G33

shareholder w ealth vs stakeholder c apitalism
Shareholder wealth vs. stakeholdercapitalism

Howtogetcapital?

In general: Anglo-Saxon-Model vs. Continental-German-Bank- Model

Porsche: - preferencesharesandordinaryshares

 different votingrights

stakeholderorientated(stakeholders = family)

- dividend was not issuedtoshareholders

 cashflowof high profitable carsector was usedtotakeover VW

Risk Management and Derivatives 723G33

shareholder w ealth vs stakeholder capitalism
Shareholder wealth vs. stakeholderCapitalism
  • Porsche refusestomakequarterlyreports (rational strategy – lessinformationfor potential competitors)
  • Not listedat a german stock exchange
  • Theygaincapitalfrom outside at London Stock Exchange
  • Riskofscaringshareholders, becausemanagementignoresshareholder‘s will
  •  Scare off capitalofinvestors

Risk Management and Derivatives 723G33

sources
sources

http://www.porsche.com/middle-east/_ghana_/aboutporsche/overview/strategy2018/

http://www.iei.liu.se/fek/frist/723G33/yinghong-files/1.460514/Porsche_Changes_Tack.pdf

http://www.porsche.com/

https://www.youtube.com/watch?feature=player_embedded&v=WWRA1ABlFnw#!

Risk Management and Derivatives 723G33

slide19

Thankyouforyourattention!!

Wehopeyou all havereadthecaseand do nothaveanyquestions!