Ivey Publishing
Porsche Canada: Selling Winter Driving
Product Number:
9B11A021
Publication Date:
08/31/2011
Length:
22 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Porsche Canada wants to encourage its Canadian customers to drive their cars in winter. The goal is increased sales of cars (by consumers unwilling to buy a Porsche only for summer driving) and winter accessories such as snow tires. This is a three-fold challenge because Canadians generally believe that luxury vehicles should not be driven in winter due to ice and salt; that sports cars generally perform poorly in winter conditions; and that it is unwise to drive a luxury car in winter when it could be more easily scratched or damaged.
Learning Objective:
This case allows students to look at the challenges of changing long-held consumer perceptions, made more difficult with a limited marketing budget. The case is suitable for an 80-minute class on marketing.
Issues:
Disciplines:
Marketing
Industries:
Other Services
Setting:
Canada, Medium, 2009
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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