Marketing Plan for a New Honda Family 4WD
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Transcript of Marketing Plan for a New Honda Family 4WD
A MARKETING PLAN BY
THE USUAL PROSPECTS
SITUATIONAL AND COMPETITOR ANALYSIS
DEMANDING CUSTOMERS COST SENSITIVE, YET TECH SAVVY AND ENVIRONMENT CONSCIOUS
EXPLOITING THE OPPORTUNITIES
STRENGTHS• GREENEST AUTOMAKER OF
2004, 2007
• AWARD FOR EXCELLENCE IN RESPONSIBLE ENGINEERING
• ACCORD HYBRID WINS BEST FUEL ECONOMY IN 2006 IN $30,000 TO $45,000 CATEGORY
• INSIGHT EARNS HIGHEST FUEL ECONOMY RATING IN 2005
• TECHNOLOGY OF THE YEAR IN 2002
OPPORTUNITIES
• GROWING ENVIRONMENTAL AWARENESS
• LEAST FAULTY VEHICLE
• TECHNOVATION
MARKETING OBJECTIVES
• 15% OF FAMILY SUV MARKET BY 2010• IMAGE MAKEOVER
FROM TO
• SUPPORT
MARKETING STRATEGIES
• PRICE STRATEGY
• PROMOTION STRATEGY • CHALLENGE STRATEGY
‘MEMORIES OF TOMORROW’
• DREAM MARKETING STRATEGY
• PRODUCT STRATEGY COUNTER “STEREOTRAPPING” FOCUS ON PERFORMANCE ATTITUDE FUNCTIONALITY
• PLACE STRATEGY DISTRIBUTION STRATEGIES
BUDGET
SCHEDULE
DRIVEN ON ALL FOURS
POWERED BY DREAMS