Embry Riddle MGT311 4.4 - Case Study: Porsche

Analyze the following case study, Porsche: Guarding the Old While Bringing in the New, pages 162-164. Answer the questions for discussion 1-5 in a question format using terminology from the chapter. Submit your assignment by attaching a document utilizing the link above. Include your surname, module number, and title of the assignment in the document name (e.g., surname_M4_CS_Porsche).

To be considered for grading each student must complete the Case Study assignment with the following requirements:

• Name your document with your last name, module number, and title of the assignment (i.e. doe_04_CaseStudyPorsche.docx).
• References using APA in-text citations.
• Written in question format. Write each question and then answer it in paragraph form.
• Upload into Canvas as a document. Answers typed into the student comment box will not be accepted.

The Case Study Rubric below will be used to assess this assignment.

1) Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw? – mirrors their own self-image, people buy Porsche’s because they want people to look at them and respect them

2) How does the traditional Porsche customer decision process contrast with the decision process for a Cayenne or Panamera customer?

3) Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970’s and 1980’s?

4) Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand?

5) What role does the Porsche brand play in the self-concept of its buyers?