Marketing Project 302 Final Report
American University In Cairo
Marketing 302-Final Report
Dr.Dina Bassiouni Omar Megawer
Mohamed Degwy
Kareem El-Toukhy
Amr Emad
Alaa Gamal
Aly Sherif
Table of content Executive summary…………………………………………………………….3 Company, Brand and product Overview…………………………………..….4-5
Micro-Environment..…………………………………………………………..6-7
Macro-Environment……………….…………………………………………....9-11
SWOT Analysis…………………………………………………………………12
Problem Identification……………………………………………………………13
Market Segmentation…………………………………………………………..13-15
Target Market…………………………………………………………………..15-16
Differentiation and Positioning………………………………………………...16-17
Marketing Objectives…………………………………………………………….17
Research Methodology………………………………………………………..18-19
Consumer Analysis…………………………………………………………….20-24
Marketing Mix…………………………………………………………………25-32
Product………………………………………………………...25-27
Price…………………………………………………………...27-29
Place…………………………………………………………..29-30
Promotion……………………………………………………..30-33
Detailed Implementation, Time Line and Budgeting Plan…………………….….40-41
Control and Evaluation ...………………………………………………………....42
References…………………………………………………………………………43-44
Executive Summary:
Audi A6 is the car that we intend to introduce in the Egyptian market. With its luxurious design and spectacular specs it’s going to be very appealing to the classy elegant people. This is a marketing plan to introduce this car for the first time, we are seeking to increase Audi market share in Egypt.
Our micro-environment in Egypt has number of direct competitors, but we seek to use our competitive advantages to enhance our product. Our intermediaries are also very important in our environment. For the macro-environment the demographics will make it easier to reach our targeted market, in the meanwhile we are taking in account the current economic environment and the economic situation of the country.
The main strengths of this car are its features like the fuel efficiency and new automatic parking. On the other hand the weakness is product
Marketing 302-Final Report
Dr.Dina Bassiouni Omar Megawer
Mohamed Degwy
Kareem El-Toukhy
Amr Emad
Alaa Gamal
Aly Sherif
Table of content Executive summary…………………………………………………………….3 Company, Brand and product Overview…………………………………..….4-5
Micro-Environment..…………………………………………………………..6-7
Macro-Environment……………….…………………………………………....9-11
SWOT Analysis…………………………………………………………………12
Problem Identification……………………………………………………………13
Market Segmentation…………………………………………………………..13-15
Target Market…………………………………………………………………..15-16
Differentiation and Positioning………………………………………………...16-17
Marketing Objectives…………………………………………………………….17
Research Methodology………………………………………………………..18-19
Consumer Analysis…………………………………………………………….20-24
Marketing Mix…………………………………………………………………25-32
Product………………………………………………………...25-27
Price…………………………………………………………...27-29
Place…………………………………………………………..29-30
Promotion……………………………………………………..30-33
Detailed Implementation, Time Line and Budgeting Plan…………………….….40-41
Control and Evaluation ...………………………………………………………....42
References…………………………………………………………………………43-44
Executive Summary:
Audi A6 is the car that we intend to introduce in the Egyptian market. With its luxurious design and spectacular specs it’s going to be very appealing to the classy elegant people. This is a marketing plan to introduce this car for the first time, we are seeking to increase Audi market share in Egypt.
Our micro-environment in Egypt has number of direct competitors, but we seek to use our competitive advantages to enhance our product. Our intermediaries are also very important in our environment. For the macro-environment the demographics will make it easier to reach our targeted market, in the meanwhile we are taking in account the current economic environment and the economic situation of the country.
The main strengths of this car are its features like the fuel efficiency and new automatic parking. On the other hand the weakness is product
References: "Audi Egypt Home." Audi Egypt Home. 07 Nov. 2013 <http://www.audi-eg.com/eg/brand/en.html>. "A6." 2014 Audi Sedan: Quattro®. 07 Nov. 2013 <http://www.audiusa.com/models/audi-a6>. "Egypt Demographics Profile 2013." Egypt Demographics Profile 2013. 07 Nov. 2013 <http://www.indexmundi.com/egypt/demographics_profile.html>. "State Information Services Population." State Information Services Population. 07 Nov. 2013 <http://www.sis.gov.eg/En/Templates/Articles/tmpArticles.aspx?ArtID=9>. "Egypt - Population - Historical Data Graphs per Year." Egypt - Population - Historical Data Graphs per Year. 07 Nov. 2013 <http://www.indexmundi.com/g/g.aspx?c=eg> 360° Views - A6 Saloon." 360° Views A6 Saloon Audi Egypt "A6 Saloon." A6 Saloon Warranty and Aftersales. Audi UK, n.d. Web. 06 Nov. 2013. <http://www.audi.co.uk/new-cars/a6/a6-saloon/warranty-and-aftersales.html>. "Audi Parking Pilot Project Pays Meter Wirelessly." AutoGuide.com. VerticalScope, Inc, n.d. Web. 06 Nov. 2013. <http://www.autoguide.com/auto-news/2013/06/audi-parking-pilot-project-pays-meter-wirelessly.html>. "Better, Stronger and Safer with Kevlar® Fiber." Kevlar® Aramid Fiber. DuPont, n.d. Web. 06 Nov. 2013. <http://www.dupont.com/products-and-services/fabrics-fibers-nonwovens/fibers/brands/kevlar.html>. "Servicing Your Audi." Audi. Audi Egypt, n.d. Web. 06 Nov. 2013. <http://www.audi-eg.com/eg/brand/en/Service_Accessories/servicing_your_audi.html>.