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College of International Education and Management College Visits Porsche

posted: 06 25,2012

Group photo in front of the Porsche Logo



On May 17th, students from College of International Education and Management College at BUU visited a Porsche outlet store to gain a deeper understanding of this famous car maker’s present position in China and corporate culture.


As a part of their education in modern Strategic Management concepts and techniques, these students had been preparing for this visit since the beginning of the semester. Starting out with an in-depth understanding of the Harvard Business School case study “ Dr. Ing. h. c. F. Porsche AG: True to Brand?”, the students set out applying numerous analytical tools to understand the factors influencing Porsche’s decision to transform the company by entering the SUV market back in 1998.


After conducting countless hours of internet research to understand the external opportunities and threats, as well as internal strengths and weaknesses, the students felt that a field trip was needed to understand some of the cultural aspects that affected the company’s decision making. Luckily, thanks to the generosity of Mr. Wei, HR manager at a local outlet store, we were invited to come and ask our questions directly to him. In addition, none of this would have been possible without the tireless support of Professor Pang Ming, Director of the Division of International Exchange & Cooperation, Professor Wu Zhongping, Director of the International Business Program, and Professor Wang Shuguo, Deputy Director of the Division of International Exchange & Cooperation.


The students prepared and asked their questions themselves, with only moderate assistance from faculty members. They showed amazing enthusiasm and curiosity, asking challenging questions that Mr. Wei did his best to answer, such as:

What do you think is the greatest challenge for Porsche in the coming years?

How do you ensure that your staff handles customer complaints well?

What would you consider being the most important symbol of Porsche? Why?

What is Porsche’s competitive advantage over its competitors?

How do you think the introduction of the Porsche Cayenne has influenced the culture of Porsche?


We would like to thank Mr. Wei again for his generosity with his time and patience in answering all our questions.


After the students had asked all their questions, they were invited into the showroom to see the actual cars!


The article and pictures are offered by Mr. Thomas Karlsson, foreign expert currently teaching at College of International Education and other BUU schools.


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