The paper "Porsche Cayenne Launch" is an outstanding example of a marketing assignment. The Porsche brand had over the decades since its inception and the launch of its first product brand the Porsche 356 in 1948 served the high-end market in the German market and beyond. In this regard, for over 50 years, the organization developed vehicles such as the Porsche 356 and 550 all sought to serve the high-end market. Therefore, the brand developed a market reputation for quality and status, in that owning a Porsche vehicle for the 50 years was considered a status demonstration in the society for the high-end market segment.
In addition, the vehicles developed a market niche in the high-end sports market segment. In this regard, a majority of the vehicles produced and manufactured by the venture were sports vehicles such as the Porsche 191. Though charging lower prices than predecessor vehicles, it was also a sports vehicle launched in 1991, thus stamping the brand's authority, reputation and focus in the sports industry. However, as an industry review by Joshi, Reibstein and Zhang (2009, p. 128) illustrated, the launch of the Cayenne Porsche SUV vehicle changed this market orientation and perception.
In this regard, the sports utility vehicle (SUV) sought to diversify the organizational market base and orientation. In this regard, the SUV was a major diversion from the manufacturer of sports vehicles for sporting events to family activity vehicles in the market. As such, the launch of the SUV Cayenne Porsche changed the organizational market brand image. In this regard, the previously perceived market niche specialization in the sports industry vehicles was altered and changed in the consumer base.
As such, this broadened the market base perception in that the industry, consumers perceived the brand as diversifying into other markets. Consequently, the development and the launch of the SUV led to increased criticism from a majority of the consumers who had retained and maintained the brand as a form of social status demonstration. In this regard, a majority of them, especially in the online social community expressed their dissatisfaction and as such expressed their threats to defect the brand products to its rivals as a form of retaining their status.
For this reason, this analysis concludes that the launch of the brand increased the Porsche diversification strategy and market segment enlargement as well as the increased loss of its authentic high-end consumer’ s perception in the market. Question 2: What is the value of the Rennlist online brand community to Porsche? How does it help/hurt the brand? Rennlist community is an online social community for the Porsche products buyers, owned and managed independently. In this regard, the platform forums and discussion groups have served as an independent platform through which the consumers have responded and discussed the organizational designs and products over the years.
In this regard, besides the over 36,000 active members involved in the actual chatting and discussion groups, the group is reported to possess over 200,000 silent members who follow and read the posted responses without commenting. Therefore, this analysis establishes that the Rennlist online community has served as an ideal brand image development and marketing opportunity through which the Porsche brand has exerted its influence and a command in the industry. Therefore, the development and the over the decade growth and popularity of the online community and its subsequent recognition of the organizational management as an official consumes platform increased its reputation and influence over the peers in the market.
As such, Hu, Liu, Wang and Yang (2012, p. 28) stated that, organizational consumer reviews serve as ideal marketing and brand image boasting tool for the brand as it serves as a critical platform through which the consumers and potential consumers develop their information search base as well as evaluation determination stages in deciding to purchase the respective brands such as Porsche.
Hu, J., Liu, X., Wang, S. & Yang, Z. 2012, "The role of brand image congruity in Chinese consumers' brand preference", The Journal of Product and Brand Management, vol. 21, no. 1, pp. 26-34.
Joshi, Y.V., Reibstein, D.J. & Zhang, Z.J. 2009, "Optimal Entry Timing in Markets with Social Influence", Management Science, vol. 55, no. 6, pp. 926-939.
Leahy, J. 2013, "Targeted Consumer Involvement", Research Technology Management, vol. 56, no. 4, pp. 52-58.