Digital Marketing Strategy of Porsche AG

Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 93/100 Punkte, Linneaus University (University), course: Kurs, language: English, abstract: 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.