Cool Cars - Cafav Family Car Marketing Plan Report Ahlam El-Youssef 110064458 Table of Contents Executive summary Table of Contents Corporate strategic focus (Monday) Mission and vision Corporate goals and Objectives Financial and non-financial Core competencies Situation analysis (Monday) Industry analysis Customer analysis Competitor analysis Company analysis SWOT analysis Marketing program (Tuesday) Product strategy Communications strategy Distribution strategy Organisation resources Note: determine how we will get there – decisions you make and actions you will take for the future) Financial Data and Projections (Wednesday) Past sales revenue Five year projections for Periods 6 to 10 - Sales - Product Contribution Margin Implementation Plan and Contingencies (Thursday) Timeline Contingency plans Awareness continually upgrading Appendix Situation analysis Determine where we are now: Cool Cars is the fourth largest automobile company, with revenue Historical pat • Analyse and evulate the results from past decisions periods 1 to 5 • Systemically finding ideas in the patterns that have become evident over time and applying them: what happened (look for historial patterns) Sitting smart objectives - Deicide where want to go (for future periods 6 to 10) Marketing program - Determine how we will get there (decisions you make and action you take for the future) Measurement - What has happened vs what was planned to happen: gaps between historical patterns and plans - Implement and manage the plan (control, improvise, forecasts) - Graphs and diagrams (data reduction) - Support content Industry (Customers, competitors, dealerships). (3pages) 1500 words - Solid figures – how important product is Important economy trends: - Period 5 – GDP Growth dropped from 2.5% to -1.5% - at the same time gas prices went up from $3.5 to $4.90. - Inflation -> dropped (P 1,2,3) when prices fall because the supply of goods is higher than the demand of goods. (systematic pattern) - (gone up and remained constant Period 4 and period 5 but there’s an incline future period) - Resulted in all car sales going down. the overall macro-environment (industry news and economic outlook) situation - Technological - Economic - Ecological - Social http://freepestelanalysis.com/pestel-analysis-of-automobile-industry/ - Macro environment -> what are the main trends that may affect your industry? - What is the impact of the trend? - When is the estimated period of impact and over what timeframe? - How urgently must the organisation respond to the trend? - Does the organisation have resources to respond to the trend? - Political, economic, social and technological Porters 5 Forces (lecture 4) - Product life cycle - Include economic forecasts for duration of the MP - What does this mean for my product? - Assess key markets for your product and analyse corporate resources accordingly. Company (my product or our company’s product range) - How well does your product align with the corporate strategic focus (section 2) - Where is your product situated within the company’s product portfolio? - Product contribution - Boston consulting group matrix Competitors - Firm B – Boffo - How well are they meeting customers’ needs - What has not yet been considered so far? - What do you think your competition will do next? Customers - How well does your product meet customer needs? - Important - How is your customers - Who do we serve? - Sales by micro segment -> primary and secondary customers (put graph) Porters 5 forces -> threat new entry -> new entry vehicle target my microsegment, threat of substitute new competitors (new vehicles) – microsegment we currently serve Bargaining power – price sensitivity (what they want in a car, meeting those needs) Bargaining power of suppliers -> (i.e. dealerships we own them). SWOT Analysis Internal External Strengths Opportunities Weaknesses Threats