ADM 3326 Lecture Notes - Lecture 8: Ethnocentrism, Transaction Cost, Vertical Integration

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Porch case: porch has a good market position as it is the company with the highest number of cars sold and the highest revenue among its competitors. It also has a position that captures both sports and luxury markets which has more potential for sales so it should not change its position. Prof: when you do positioning you come up with a statement with the target market, we make such and such cars to satisfy such and such consumer. You put one benefit on horizontal access and another one on vertical access. You do not agree with the map in the second figure, some of these brands put in here they do not belong in there. We at porch want to sell cars to customers which are luxury and sporty and everyday use. You have cars in the quadrant of this map that do not belong here such as panorama. Each of the other brands have different statements and missions.

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