Samenvatting

The German sportscar brand Porsche is one of the best-selling sportscar brands in the Netherlands, as stated in a research by the RAI association (2019b). Haaglanden Motorsport is a Porsche specialist, with its focus in maintenance, purchase, sales and additional services connected to Porsche. Over the last ten years they have grown from a local garage into a Porsche dealer-like building. This, and the name change by legal measure, resulted in a positioning research. The main question of the research states as follows: Which customer values are of importance whilst buying a second-hand Porsche?
For this research, the MDC-model by Riezebos & van der Grinten (2012) is used as a conceptual model, and is therefore the leading theory throughout this bachelor thesis. To answer the main question of the research, the researcher has formulated sub-questions regarding the MDC-models: Organization, target audience, and competition. With the use of desk research and field research the researcher has answered the sub-question and the main question. Desk research consisted of online research and internal research at Haaglanden Motorsport. Field research consisted of interviewing customers at Haaglanden Motorsport and customers at competition Porsche specialists. The research concluded the customer values emotional and functional as the most important values for choosing Porsche. The target audience also stated the importance of the Porsche specialist whilst buying a Porsche. The most important customer values for the target audience are: To think with the customer, reliability, honesty, and transparency. Remarkably, former-customers from Haaglanden Motorsport stated that they recognized the customer values; Honesty, reliability and passion were lacking. These customer values are translated in the recommendation and implementation throughout three options. The first option is a feedback system connected to the customer values honesty and reliability. The feedback system will help tracking the customer satisfaction and Improving the service by taking that feedback into account will lead to a higher customer lifetime value. The second option is an organized Rallye by Haaglanden Motorsport, connected to the customer value passion. The rally will lead to new acquisition and improvement in the customer lifetime value. The last option is a modification to the website, connected to the customer values honesty and reliability. The modifications are focused on new acquisition, but will also have benefits for the current customers of Haaglanden Motorsport.