OUM BUSINESS SCHOOL ASSIGNMENT SUBMISSION AND ASSESSMENT _________________________________________________________________________ BMMK5103 MARKETING MANAGEMENT NOVEMBER 2017 _________________________________________________________________________ Doan Viet Thanh Open University Malaysia Author notes Doan Viet Thanh, Department of Business Administration, Open University Malaysia. Special thanks to Dr . KHAI for supporting to the content at this Assignment.
I. Executive summary Toyota Motor Vietnam (TMV) was established in September 1995 as a joint venture with an initial investment of USD 89.6 million from Toyota Japan (70%), Agricultural Engineers and Engineers - VEAM (20%) and Singapore KUO Limited (10%). After more than 23 years of operation, Toyota Vietnam always learn, improve, innovate and improve the quality of its products and services. In 10/10/2017, Toyota Vietnam has officially introduced to Vietnamese customers Camry 2017 version. Improved version 2017 still maintain 3 versions: 2.5Q, 2.5G and 2.0E The purpose is to introduce the company's new products to the public as well as promote the sales process to maximize the number of cars sold in the market in 2018. I plan to export this. Revenue to be achieved in 2018 is 4704000 billion equivalent to 309 billion USD. The marketing plan apply to type of Camry model 2017. It’s developed for the high market. In addition to the benefits of profitability, this plan will help increase the number of potential customers of Toyota. Maybe they do not buy the Camry 2017 but they will know the Toyota brand and will probably become the customers of other cars can be Yaris, Corolla Altis, Vios, Innova Fortuner, Land Cruiser Prado, Land Cruiser Hilux. , Hiace, Alphard In order to effectively implement this plan, the company needs to focus on the middle-class customer segment including office workers, women, trainers, doctors, engineers …the use of cars, it is no longer the need of the rich. The percentage of Vietnamese car owners is very low at 16 cars per 1,000 people. The number of potential customers is huge. In addition, a large number of Grab and Uber cab drivers or car drivers have car production. In 2009, the transportation of these people was also a source of potential customers and relatively large This plan is divided into 5 parts. They are Situation analysis, SWOT analysis, Marketing strategies, Finance and Implementation. Firstly, the marketing plan will evaluate the factors of the market, customers, competitors and legal environment at home and abroad as well as re-evaluate the strengths and weaknesses of the company. These factors will then be incorporated into the SWOT analysis. After analyzing the elements, the marketing plan is designed to provide ways to reach customers as well as help customers understand and buy the company's products. The goal is to maximize the number of cars sold. The marketing plan will be implemented in part through Product strategy, Price strategy, Promotion strategies and Place strategy. Secondly, the financial plan will be established. Estimating the budget needed for this marketing plan and spending on specific time periods, how much money will be spent for each period will be planned. Finally, It
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