Thong_Toyota_Vios2018.docx - BMMK5103 ASSIGNMENT MARKETING PLAN FOR TOYOTAS THREE THE NEW CAR MODELS VIOS 2018 Lecturer Dr Nguyen The Khai Student Le

Thong_Toyota_Vios2018.docx - BMMK5103 ASSIGNMENT MARKETING...

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BMMK5103 ASSIGNMENT MARKETING PLAN FOR TOYOTA’S THREE THE NEW CAR MODELS - VIOS 2018 Lecturer : Dr. Nguyen The Khai Student: Le Lam Huynh Thong Ho Chi Minh City, December 2017
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Table of contents I. Executive summary .............................................................................................................................. 3 II. Situation analysis ................................................................................................................................. 4 2.1 External factors ............................................................................................................................ 4 2.1.1 Macro analysis ..................................................................................................................... 4 2.1.2 Micro analysis ...................................................................................................................... 5 2.2 Internal factors ............................................................................................................................. 8 III. SWOT analysis .................................................................................................................................... 8 IV. Martketing strategies ......................................................................................................................... 9 4.1 Customer analysis ........................................................................................................................ 9 4.2 Strategic focus .............................................................................................................................. 9 4.3 Marketing objective ................................................................................................................... 10 4.4 Marketing activities .................................................................................................................... 10 4.4.1 Product strategy ................................................................................................................. 10 4.4.2 Price strategy ..................................................................................................................... 13 4.4.3 Promotion mix strategy ...................................................................................................... 15 4.4.4 Place strategy or Distribution channels .............................................................................. 18 V. Finance .............................................................................................................................................. 19 VI. Implementation and control .............................................................................................................. 19 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 early 2018, Toyota will launch three new kind of Vios 2018. They are Vios E, Vios E CVT and Vios G CVT. 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.
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I use the data of 2017 on the total volume of Vios sold in the year to predict the sales of Vios sold in 2018. I expect to promote the growth of the number of vehicles sold with sales At least 13440 cars this year with a rate of 12% compared to 2016. Revenue to be achieved in 2018 is 4704000 billion equivalent to 309 billion USD. The marketing plan apply to 3 type of Vios model 2018 including : Vios E, Vios E CVT and Vios G CVT. It’s developed for the middle 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 Vios 2018 but they will know the Toyota brand and will probably become the customers of other cars can be Yaris, Corolla Altis, Camry, 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
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  • Spring '16
  • AbdulrahmanAlshargabi
  • ........., Toyota Motor

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