Marketing strategy Essay Example | Topics and Well Written Essays - 1000 words

Marketing strategy - Essay Example One of Porsche’s unique selling points is its engine design and care should have been taken in this regard. Given the heavy losses the company suffered as a result of the introduction of the 928 model, there was a need for a new product strategy. The BCG Matrix was an effective tool for this situation. This portfolio planning method recognizes the need to reposition products in the portfolio to achieve cash flow and profitability. According to the Boston Consulting Group, 928 would have been regarded as a dog because of its low growth rate and low market share. Although 928 may generate enough cash, possibly to break even, it’s simple not worth the investment. Therefore Porsche’s strategy to divest the 928 model and to pump more money in a more promising investment say the 911, was a very sound approach. â€Å"Porsche purists are wary every time a new incarnation of 911 is unveiled. Will there be a change of look, feel, and sound? Porsche’s 911 is going to be made forever, or possibly longer. This is because the company does not know how to end it, only how to make a new one every few years (3)† The use of the product life cycle would have been of interest to the luxury sports car company when deciding its advertising and extension strategies. The 911 model existed at the maturity stage and the failure for the 928 to pick up sales forced the company to reposition and redesign the 911 model over a period of time. So far these strategies were successful, however an important point which Porsche should be aware of is that extension strategies are short term measures and not permanent in nature. In spite of this fact, each product life cycle for each car model is different and therefore its usefulness as a forecasting tool for Porsche may be limited. The Porsche brand developed over the years. There is the belief, however, that the introduction of recent brands

Business of Roadtrippers Essay Example | Topics and Well Written Essays - 1500 words

Business of Roadtrippers - Essay Example This is the most attractive service that the enterprise provides to its customers. Roadtrippers has evolved as a partner for the individuals interested in taking a road trip and also remains by the side of the travelers during the whole trip. It is a web-based software application in which the customer can mention the starting and the destination of his choice, and the application will map the route the traveler may follow. The customer can also customize the proposed route according to the places he or she chooses to visit along the route within 10 to 50 miles of radius. Presently, a majority of the population owns a smartphone and since the application is also available on the smartphones as well as on the recently launched Apple watch, customers can easily access the site while traveling. The application also calculates the approximate cost of fuel that will be incurred while covering the whole trip. It also facilitates the customers by providing the updated cost of fuel if the customer adds some changes to the trip. Road-trippers’ unique value proposition involves its unique approach towards making road trips, usage of advanced communication technologies, possessing a team of experts in the fields of engineering, business development, product designer, writer, data science and mobile application development. There are various software applications where the customer can consult to decide the route of their trip, but the Roadtrippers along with indicating the route for the road trips also plots the accommodations, food and drink outlets, attractive side scenes, national parks and other interesting spots along the chosen route within 10 to 50 miles of radius. The company has partnered with Google maps initially and now with Mapbox, to perform its services. The company also provides turn to turn directly to the customers and thus they do not need to stop in between and ask for the guidance.