Case Name :      Porsche Canada: Selling Winter Driving

Authors :           Ken Mark, Dante Pirouz

Source :             Ivey Publishing

Case ID :            W11146

Discipline :        Marketing

Case Length :    22 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Porsche Canada wants to encourage their Canadian customers to drive their cars in winter. The prize is increased sales of cars (by consumers currently 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 to ice and salt; that sports cars generally performed poorly in winter conditions; and it was unwise to drive a luxury car in winter where it could be more easily scratched or damaged.