Marketing Plan for Launcing a New Car
Primo –MEDDA Launch
------------------------------------------------- Executive summary
From all the analysis carried out, an opportunity for future growth was found in the small saloon and hatchback division. A new car which will be produced in two types a 5 door occupying 70% of sales and 3 door hatchback representing the 30% was developed to be suitable for a family’s additional car. Therefore, the Primo Medda has been developed which will comply with the requirements for our target segments as it is fuel and thus, cost efficient. Additionally the main brand values corresponded will be safety, reliability and affordability. A sales forecast is envisaged of 375742 units over a 5 year period and break even will be at a point of 362060 units including all the variable and fixed costs over a period of 5 years (which is why it’s lagging) but profits are attained from year 2011 and on totalling at $198 million over the life span.
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Content
1. Introduction 3 2. external Analysis 3 2.1 PesteL Analysis 3 2.2 Industry Analysis 7 2.3 Porters Five Force Analysis 11 3. Internal Analysis 12 3.1 Segmentation 12 3.2 Targeting 12 3.3 Positioning 12 3.4 Financial Audit 13 4. SWOT 13 5. ANSOFF 13 6. Strategy 14 6.1 Product 14 6.2 Segmentation 14 6.3 Targeting 14 6.4 Positioning 15 6.5 Perceptual maps 15 6.6 Porters Generic Strategy 16 7. Objectives 16 8. McKinsey’s 7S’s Framework 17 9. Marketing Mix 17 9.1 Product 17 9.2 Price 18 9.3 Place 18 9.4 Promotion 18 9.5 People 19 9.6 Process 19 9.7 Physical Evidence 19 10. Budget + Break-even 20 11. Recommendations 21 Sources 22 -------------------------------------------------
1. Introduction
Primo is the third largest car manufacturer in the UK occupying 4 divisions. To gain profitability and increase shareholders’ value, this report is conducted to produce the future strategy. Hereby research will
------------------------------------------------- Executive summary
From all the analysis carried out, an opportunity for future growth was found in the small saloon and hatchback division. A new car which will be produced in two types a 5 door occupying 70% of sales and 3 door hatchback representing the 30% was developed to be suitable for a family’s additional car. Therefore, the Primo Medda has been developed which will comply with the requirements for our target segments as it is fuel and thus, cost efficient. Additionally the main brand values corresponded will be safety, reliability and affordability. A sales forecast is envisaged of 375742 units over a 5 year period and break even will be at a point of 362060 units including all the variable and fixed costs over a period of 5 years (which is why it’s lagging) but profits are attained from year 2011 and on totalling at $198 million over the life span.
-------------------------------------------------
Content
1. Introduction 3 2. external Analysis 3 2.1 PesteL Analysis 3 2.2 Industry Analysis 7 2.3 Porters Five Force Analysis 11 3. Internal Analysis 12 3.1 Segmentation 12 3.2 Targeting 12 3.3 Positioning 12 3.4 Financial Audit 13 4. SWOT 13 5. ANSOFF 13 6. Strategy 14 6.1 Product 14 6.2 Segmentation 14 6.3 Targeting 14 6.4 Positioning 15 6.5 Perceptual maps 15 6.6 Porters Generic Strategy 16 7. Objectives 16 8. McKinsey’s 7S’s Framework 17 9. Marketing Mix 17 9.1 Product 17 9.2 Price 18 9.3 Place 18 9.4 Promotion 18 9.5 People 19 9.6 Process 19 9.7 Physical Evidence 19 10. Budget + Break-even 20 11. Recommendations 21 Sources 22 -------------------------------------------------
1. Introduction
Primo is the third largest car manufacturer in the UK occupying 4 divisions. To gain profitability and increase shareholders’ value, this report is conducted to produce the future strategy. Hereby research will