CHANNEL INTENSITY – PORSCHE
Head quartered in Zuffenhausen, Porsche deals in the manufacturing of range of sport cars, tractors, aircraft engines, hybrid and electric vehicles & SUV’s.
The automobile sector has increased in Germany & has also lead to an increase in the amount of revenues generated by it (Onvisit & Shaw, 1990).
It has been suggested that various distribution channels should be used by Porsche or any organization in order to meet with the requirements as well as to gain sustainable competitive advantage against its competitors in the domestic, international markets (Onvisit & Shaw, 1990).
Channel intensity refers to the numerous intermediaries between the marketing channels. Porsche has a well established channel intensity which makes it the market leader in exporting the range of sport cars as well as other electric vehicles all over the globe (Bert, 1995).
There are various channel intermediaries (intensity) at each & every level which helps Porsche in order to transport its vehicles from one place to another. Some of the channel intermediaries (intensity) used by Porsche are as under:
° Intensive Distribution
° Exclusive Distribution
One of the marketing intensity models which have been used by Porsche is the intensive distribution, where in the producers stock the cars, electric vehicles, etc in as many outlets as possible which help the customers in the readily availability of the cars all the time (Bert, 1995).
The second type of marketing intensity model used by Porsche refers to the Exclusive Distribution. Under this model the producers try to make a superior brand in the eyes of the customer by limiting the production of the cars (Bert, 1995).
Thus, Porsche has a very intensive channel intensity which makes it a market leader for exporting the goods of the outmost quality.
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