mkt plan
Executive summary
The current market of taxi business in Hanoi is high competition. There are 120 taxi companies with total 10,000 cars only operating in Hanoi. HanoiTaxi Company is facing with a lot of challenging so that an efficient changing is very necessary now.
This marketing plan is going to analyze both current micro and macro environment of HanoiTaxi. By analyzing clearly that, we will show out which are our current strength and weakness. The plan will provide suitable strategies to help Hanoi Taxi achieve all the given objectives. In this plan, Hanoi Taxi is targeted to get 2nd position in term of Hanoi market share and an increase of 30% brand awareness in the following year. In order to accomplish the task, Hanoi Taxi will expand its market to Hanoi’s suburban by increasing number of cars. Moreover, it is suggested to invest in new service (luxury service) to develop the company’s image and sales. Through four Ps strategies, the plan will provide number of useful solutions to build up the convenience and attraction to get more customers. Company will focus on training English and tourist knowledge for drivers, use bundle pricing for number of new tour packages, open car booking on internet and develop customer database to reach more high class customer.
To ensure the company always achieve the target successfully, this plan also provided an action plan of managing total budget US$ 3, 2 million in 2012. Moreover, a control section uses the benchmark of 80% for all objectives. Customer surveys will be analyzed quarterly to evaluate the efficiency of the plan. If any actual quarterly goal results do not get over 80% of the projected ones, it will have corrective action to improve these circumstances.
Table of Contents
1. Current market situation
1.1 Introduction
Hanoi Taxi Company which is established in 1993, belongs to Hanoi Transportation Corporation and is
The current market of taxi business in Hanoi is high competition. There are 120 taxi companies with total 10,000 cars only operating in Hanoi. HanoiTaxi Company is facing with a lot of challenging so that an efficient changing is very necessary now.
This marketing plan is going to analyze both current micro and macro environment of HanoiTaxi. By analyzing clearly that, we will show out which are our current strength and weakness. The plan will provide suitable strategies to help Hanoi Taxi achieve all the given objectives. In this plan, Hanoi Taxi is targeted to get 2nd position in term of Hanoi market share and an increase of 30% brand awareness in the following year. In order to accomplish the task, Hanoi Taxi will expand its market to Hanoi’s suburban by increasing number of cars. Moreover, it is suggested to invest in new service (luxury service) to develop the company’s image and sales. Through four Ps strategies, the plan will provide number of useful solutions to build up the convenience and attraction to get more customers. Company will focus on training English and tourist knowledge for drivers, use bundle pricing for number of new tour packages, open car booking on internet and develop customer database to reach more high class customer.
To ensure the company always achieve the target successfully, this plan also provided an action plan of managing total budget US$ 3, 2 million in 2012. Moreover, a control section uses the benchmark of 80% for all objectives. Customer surveys will be analyzed quarterly to evaluate the efficiency of the plan. If any actual quarterly goal results do not get over 80% of the projected ones, it will have corrective action to improve these circumstances.
Table of Contents
1. Current market situation
1.1 Introduction
Hanoi Taxi Company which is established in 1993, belongs to Hanoi Transportation Corporation and is