The Market Plan: Indus Motor Company Limited 
The Market Plan
The Market Plan
Indus Motor Company Ltd.
Indus Motor Company Ltd.
Azeem Danish
Student ID: A4042710
Azeem Danish
Student ID: A4042710
Table of Contents 1. Executive Summary 2 2. Introduction 2 3. Business Mission 2 4. External Marketing Audit Macro Environment 3 4.1 PEEST ANALYSIS 4 4.2 Micro Environment 6 4.2.1 Overall Market 6 5. Internal Marketing Audit 8 5.1 Operating results 8 5.2 Strategic issues analysis 8 5.3 Marketing mix effectiveness 9 5.4 Marketing structures and systems 10 6. SWOT Analysis 11 7. Marketing Objectives 13 7.1 Strategic Thrust 13 7.2 Strategic Objectives 14 8. Core Strategy 14 8.1 Target Market(s) 14 8.2 Competitor Targets 15 8.3 Competitive Advantage 15 9. Marketing Mix Decisions 16 9.1 Product 16 9.2 Price 16 9.3 Promotion 17 9.4 Place 17 10. Budgets/implementation and control 18 10.1 Implementation and Control 18 11. Conclusion 18 References/Bibliography 19
1. Executive Summary
This is an in-depth report on the analysis of current market position of Indus Motor Company Ltd. It is primarily focused on IMCL’s biggest brand “Toyota”. This report includes a plan for IMCL to become a market leader and retain its current brand reputation in the country. For this purpose analysis has been done on the Micro and Macro environments of the company including SWOT analysis. The Marketing Mix (Product, Place, Price and Promotion) have been used to develop the strategy selected. A budget is also has been proposed for the company for the future periods. 2. Introduction
“The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions is called marketing planning.” (Jobber, D. 2010 p.38) It is a very broad concept which includes how a company should consider their internal and external environment in which they are operating. Competitors and their strategic objectives,
The Market Plan
Indus Motor Company Ltd.
Indus Motor Company Ltd.
Azeem Danish
Student ID: A4042710
Azeem Danish
Student ID: A4042710
Table of Contents 1. Executive Summary 2 2. Introduction 2 3. Business Mission 2 4. External Marketing Audit Macro Environment 3 4.1 PEEST ANALYSIS 4 4.2 Micro Environment 6 4.2.1 Overall Market 6 5. Internal Marketing Audit 8 5.1 Operating results 8 5.2 Strategic issues analysis 8 5.3 Marketing mix effectiveness 9 5.4 Marketing structures and systems 10 6. SWOT Analysis 11 7. Marketing Objectives 13 7.1 Strategic Thrust 13 7.2 Strategic Objectives 14 8. Core Strategy 14 8.1 Target Market(s) 14 8.2 Competitor Targets 15 8.3 Competitive Advantage 15 9. Marketing Mix Decisions 16 9.1 Product 16 9.2 Price 16 9.3 Promotion 17 9.4 Place 17 10. Budgets/implementation and control 18 10.1 Implementation and Control 18 11. Conclusion 18 References/Bibliography 19
1. Executive Summary
This is an in-depth report on the analysis of current market position of Indus Motor Company Ltd. It is primarily focused on IMCL’s biggest brand “Toyota”. This report includes a plan for IMCL to become a market leader and retain its current brand reputation in the country. For this purpose analysis has been done on the Micro and Macro environments of the company including SWOT analysis. The Marketing Mix (Product, Place, Price and Promotion) have been used to develop the strategy selected. A budget is also has been proposed for the company for the future periods. 2. Introduction
“The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions is called marketing planning.” (Jobber, D. 2010 p.38) It is a very broad concept which includes how a company should consider their internal and external environment in which they are operating. Competitors and their strategic objectives,
References: 2. Alamgir, K. (2012) Auto Sector Critical to Pakistan’s Economy. Daily Times (Online). Available at: http://www.dailytimes.com.pk/default.asp?page=2012 624story_24-6-2012_pg5_13 (cited on 30 August 2012) 3 4. Baker, M. and Hart, S. (2008). The Marketing Book, 6th edition. Jordon Hill: Elsevier. 6. Brassington, F., 2006, Principles of Marketing. 4 Edition, Brassington & Pettitt. 9. Donnelly, R. and Harrison, G., 2009. CIM Course book: The Marketing Planning Process. Burlington: Donnelly & Harrison. 10. Gillespie, (2007). Foundations of Economics. (Online). Available at: http://www.oup.com/uk/orc/bin/9780199296378/01student/additional/page_10.htm (Cited on 25 August 2012) 11 14. Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2008). Principles of Marketing, 5th edition. Harlow: Pearson Education. 15. Kotler, P. and Keller, K.L., 2009. Marketing Management. 13th ed. New Jersey: Pearson. 16. Kotler, P. & Armstrong, G. (2008). Principles of Marketing, 12th edition. Harlow: Pearson Education. 17. Lancaster, Massingham & Ashford (2002). Essentials of Marketing, 4th edition. Berkshire: McGraw Hill. 18. McDonald, M. (2007). Marketing Plans; how to prepare them, how to use them, 6th Edition. Burlington: Elsevier. 19. Marian burk wood’s (2007). Essential guide to marketing planning. London: Prentice Hall. 20. Westwood, J (2004). The Marketing Plan: A Step by Step Guide. London: Kogan Page, page91 21. Wood, M. (2010). Essential Guide to Marketing Planning. Harlow: Prentice Hall.