Digital Marketing Strategy of Porsche AG

Term Paper , 2021 , 22 Pages , Grade: 93/100 Punkte

Business economics - Offline Marketing and Online Marketing

This paper provides an analysis of the current situation of Porsche within the market and on social media.

Porsche needs to develop their social media to the next level for appealing to a new generation with different expectations. Forecasts have predicted a fourfold growth by 2050 in the car industry. With the development of Porsche's digital marketing strategy, in addition to supporting the achievement of the company's overall goal, the target audience will be attracted. With multichannel marketing and channel integration, leverage effects can be created, and the defined marketing objective can be achieved. Special attention is given to social media in this paper, with specific strategies for Instagram and YouTube. On these two platforms, Porsche’s target audience overlaps with the user groups.

Content

Summary

Part One: Industry/Market analysis & Current marketing activities

1. - Describing the Company
1.1. - The Company
1.2. - Company webpage
1.3. - Current business and main revenue model
1.4. - Unique selling points off goods/services

2. - Describing the Market
2.1. - Overview of the industry
2.2. - Degree of market digitalisation
2.3. - Current and potential customers
2.4. - Current and potential competitors
2.5. - Company market position

3. - Describing Current Digital Marketing Activities
3.1. - Current website usage
3.2. - Current website, strengths and weaknesses
3.3. - Current sociala media platform usage
3.4. - Current digital media and online advertising channels
3.5. - Current multichannel marketing

Part Two: Customer engagement and social media strategy

4. - Key questions for a social media strategy
4.1.- Target audience and target audience content of preference
4.2. - Groundswell objectives for social network presences
4.3. - Platforms to be used and content priority
4.4. - Integration of social channels with other communications channels
4.5. - Content frequency and editorial calendar
4.6. - Software for managing publishing processes
4.7. - Tracking business impact

References

• College: Linneaus University (University)
• Course: Kurs
• Grade: 93/100 Punkte
• Author: Jakob Maas (Author)
• Publication Year: 2021
• Pages: 22
• Catalog Number: V1169325
• ISBN (PDF): 9783346582638
• ISBN (Book): 9783346582645
• Language: English
• Tags: Porsche, Digital Marketing, strategy, USP, market position, target audience