Product-Line Strategy at Porsche: The Effect of New Models on the Porsche Brand and the 911

The Porsche 911 has long been the face of the company’s product range. Over the years, Porsche has added models that are either above or below the 911, but only the cheapest models have sold well. Porsche appears to be struggling between what one manager calls “target market appeal” and “brand equity.” This case provides students with the opportunity to analyze the optimal breadth of a product line that balances sales, profitability, dealer satisfaction, and long-term brand health and customer satisfaction.

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