Porsche: The Cayenne Launch Harvard Case Solution & Analysis

Can an online discussion newsgroup supply insight into the evolution of brand meaning? In 2003 Porsche found a sport utility vehicle, splitting Porsche purists from beginners to the brand. Outspoken members of offline and on-line Porsche communities ridiculed the Cayenne SUV and disapproved of the brand new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing to them on the road. Porsche's values of speed, luxury, plus a certain masculine ardor resonated strongly with its devotees, while drivers of the Cayenne (which came to be known as "the SUV for soccer moms") tended to be safety-conscious, family-oriented, and conservative. Evolving discourses on forums was at risk and let a class to debate whether the brand had rambled far from its central values.

Porsche The Cayenne Launch Case Study Solution

PUBLICATION DATE: February 15, 2011 PRODUCT #: 511068-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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