May I get some help ?

Porsche unveils a pair of electric bikes.

The e-bikes were announced alongside the new Taycan Cross Turismo.

Porsche is the latest automaker to try its hand at making and selling electric bikes, and the result looks very interesting and very expensive. The Volkswagen-owned company announced that it would start selling a pair of full-suspension e-bikes this spring. The bikes were announced alongside the Porsche Taycan Cross Turismo, which was just unveiled.

The new urban Porsche e-bike is designed to bring the style and prestige of a Porsche to the city streets especially after youve parked up your sports car. Porsche are aware of the fact that inner cities will become ever more strongly restricted in the future, making alternative modes of transport even more important.

Bikes are unbeatable as inner-city transportation and offer an important addition to other options on offer.

There are two models of Porsche e-bike, the Sport and the Cross.

The Sport is a road bike intended for everyday use, and a price tag that would make Jeff Bezos blush. The Sport will set you back about $10,700, which is just an astonishing price for an e-bike.

The Cross is more for off-roading adventures, Porsche says. It will retail for $8,549.

The Shimano EP8 motor that is featured in both bikes Porsche describes it as ultra-compact provides up to 25 km/h of pedal-assisted support. (Seems slow, but thats the legal top speed allowed under European Union regulations).

But then again, carbon fiber frame bikes are traditionally more expensive than other bikes, and the Porsche badge on the head tube is worth a premium to a certain cross-section of bike rider.

Aside from the price, theres some reason to be skeptical. Often, when you hear about car companies releasing their own electric bikes, most of the time, its just a brand licensing deal. (Think Jeeps e-bike or those Hummer bikes from last decade.)

Other times, its a much-hyped project that ends up falling victim to larger corporate cost-cutting, like General Motors Ariv e-bikes.

But occasionally, something interesting emerges, like Harley-Davidsons recently released Serial 1 e-bikes. Porsches bikes are sure to find an audience among the same people who love the 911 or Taycan, but it remains to be seen whether it will be a long-term business for the automaker. Both bikes will be available for purchase starting in spring 2021.

After an in-depth marketing analysis of the brand and the product, according to you, what marketing strategy will you be more likely to advice to launch the product?

You answer would require answering the following questions:

1) After giving the definition of the following concepts (4Ps of the marketing mix, Product Life Cycle, stage in evolution) analyze the current Porsche positioning within the market of e-bike. (20 points)

2) Develop the interest for Porsche to follow the trend of e-bikes manufactured by automakers. (new product development, factors for developing successful new products) (25 points)

3) Why setting the price of Porsches e-bike is part of the brands marketing strategy (influence of other marketing mix elements, company pricing policies, psychological pricing)? Justify your answer. (25 points)

4) What threats should the company try to avoid to distinguish itself from its competitors? (30 points)