INDIVIDUAL ASSIGNMENT TRANSNET – MANAGEMENT ADVANCEMENT PROGRAMME (MAP) 2015 Module: Principles in Marketing Date of submission: 06 March 2015 TABLE OF CONTENT Page 1. COMPANY OVERVIEW 3 2. SWOT ANALYSIS 4 3. ANSOFF MATRIX 5 3.1 Market Penetration 6 3.2 Product development 6 4. SEGMENTATION 6 4.1 Market Segmentation 6 4.2 Target Market Strategy 8 5. POSITIONING 8 5.1.1 Product 8 5.1.2 Place 8 5.1.3 Promotion 8 5.1.4 Price 9 5.1.5 People 9 5.1.6 Process 9 5.1.7 Physical evidence 9 6. MARKETING STRATEGY 10 6.1 The Product Plan 10 6.1.1 Competitors 10 6.2 Advertising 11 7. REFERENCING 11 TABLE OF FIGURES Figure 1 : SWOT analysis diagram 4 Figure 1 : Illustration of Ansoff matrix 6 1. COMPANY OVERVIEW Porsche car company was founded in 1931 by a German automotive engineer Professor Ferdinand Porsche. The main offices are in Stuttgart, Germany. In 1934 under Adolf Hitler’s command, Ferdinand Porsche collaborated with his son Ferdinand Anton Ernst Porsche in developing the first designs for the Volkswagen car. Porsche company offered motor vehicle development (consulting) but did not manufacture and vehicles under its company name. In 1950, father and son made history when the Porsche sports car was introduced. This was a dream come true for Ferdinand Porsche as he was quoted saying “I couldn 't find the sports car of my dreams, so I built it myself.” Porsche is an exclusive sports car manufacturer. As years progressed after the launch of its first sports car in