suzuki bus mar
DESCRIPTION
TRANSCRIPT
![Page 1: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/1.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
Analysis Markets Marketing Mix
Way of Life!
![Page 2: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/2.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
Analysis Markets Marketing Mix
Way of Life!
![Page 3: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/3.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany
ProfileMarkets Marketing Mix
Company Profile• A very innovative company since 1909• The founder was Michio Suzuki from Japan. • Technological development over time
o a new type of weaving loomso motorized bicycles
![Page 4: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/4.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany
ProfileMarkets Marketing Mix
• One of the most significant companies in the world - a great opportunity to expand- respond to technological changes
![Page 5: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/5.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany
ProfileMarkets Marketing Mix
• The world's #3 motorcycle manufacturer• The world’s #4 passenger car manufacturer• Japan’s #2 truck manufacturer
- ATVs- Outboard motors for boats- Electric Wheelchairs
• Serves more than 190 countries- numerous subsidiaries - joint ventures
![Page 6: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/6.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany
ProfileMarkets Marketing Mix
• 650,000 sq.m. factory in Eastern Seaboard Industrial Estate in Rayong
• With Suzuki technical know-how, we can respond to changes in the world and produce a more effective and efficient technology such as a full-electric cars to satisfy the needs of consumers.
![Page 7: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/7.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry CompetitionCompany
• Petrol price keep rising -> Electric vehicles are the best alternatives
• Pike Research’s John Gartner forecasts that sales of electric car and hybrid car will triple in next six years
• The nature of the buyer-seller relationship is "Collaborative exchanges” (However, depending on the nature of buyer)
• Heavily influence by technology. Better technology = Competitive advantage.
![Page 8: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/8.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry CompetitionCompany
• Battery is one of the key components• ‘Green’ vehicles• The regulation in producing electric vehicle. For example,
where the battery tray should locate or how the headlamp should be (by The United Nations)
![Page 9: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/9.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
• First is Mitsubishi, - Well known auto-motive company - Create many kinds of electric products such as automotive, air conditioning systems, home products, and etc. - Have many models of electric vehicles such as the i-MiEV, MiEV light truck, and even the ‘Lancer evolution’.
• Second is EZGO- US company, produced light transportation since in 1954 - Have their distributor all over the globe
• Third is local supplier such as ATE-plus- Can produce at a lower cost
![Page 10: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/10.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
![Page 11: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/11.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
![Page 12: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/12.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
![Page 13: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/13.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
Strenghts Weekness Opportunities Threats
Since 1909, one of the oldest
Inexperienced in Thai’s electric vehicle market
Expand electric vehicles market
Intense competition
Strong brand image
Improve technology
Local supplier can produce at cheaper cost
Known for reliability& affordable
Target new group of customers
Government policy can varies
Dynamic developing team
![Page 14: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/14.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
Core Competencies• Well-known company in Thai’s market (ex. Motorcycle, Suzuki
swift) • Reliable and affordable price all over the globe• ‘value-packed products’, offers originality and reliability at an
affordable price• Strong awareness is the key
![Page 15: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/15.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Macro-segmentation- Characteristics of buying organization (size and type)
• Micro-segmentation- Decision-making unit- Importance of purchase- Organizational innovativeness- Personal characteristics
![Page 16: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/16.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Metrics• Many market potentials
o The market size is hugeExpensive and fluctuated price of petrol Reduce cost of transportation
o The market growth rate of electric cars is increasingo The first inventor of the full electric car with solar cell
panel
![Page 17: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/17.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Market Potentials• 85,000 factories all over the country, with
o 2,200 industrial companies in 48 industrial parks• 5,420 hotels in Thailand• 400 miscellaneous institutions
o Approx. 200 housing estateso 138 universities o hospitalo golf clubs
![Page 18: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/18.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Market Potentials
*Assuming that each client purchases 5 units of cars
![Page 19: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/19.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Market Share• Suzuki is a renowned corporation
• Well-known for innovative products • Consumers trust in our core competency
- Technological know-how• The rising cost of petrol and
• The trend towards environment
![Page 20: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/20.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Influencing the Market Shareo Product
Product differentiation Full electric cars Solar cell panel
o PriceA little bit more than market price Premium image
o PlaceSuitable place close to the target market.
o Promotion, Attract the customers Stimulate awareness of this new technology
![Page 21: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/21.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Sales Potentials
![Page 22: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/22.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
The Initial Forecast of Sales • Dynamically continuous innovation
- Major changes in behavior • The initial sales forecast depends mostly on the technological
adoption rate.
• Reach the majority within one year after the launch. • Capture 80% of the sales potentials within one year.
![Page 23: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/23.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Initial Sales Forecast for Large Electric Vehicles
Total THB 76,273,363,404.84
![Page 24: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/24.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
![Page 25: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/25.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Initial Sales Forecast for Medium Electric Vehicles
Total THB 2,012,502,862.41
![Page 26: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/26.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
![Page 27: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/27.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Initial Sales Forecast for Small Electric Vehicles
Total THB 39,193,885.18
![Page 28: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/28.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
![Page 29: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/29.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Divided into three segment- Industry and industrial park (size M-L)- Hotel and resort (size M)- Institution (size S)• Benefits to customers- Save cost- Save time- Improve firms’ image
![Page 30: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/30.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Electric car power generated from solar panel and electric battery
• Works like a hybrid • 0% carbon dioxide emission• A modified rebuy
![Page 31: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/31.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
Avaliable in 3 sizes• Small
• Medium
• Large
![Page 32: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/32.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
Maintenance• 10,000 km warrantee (under agreed circumstances)• Free check ups every 6 months
Specs • Body made from fiber glass• 48 volt battery• 100 w solar panel• Top speed of 50-1000 km/h• Alloy wheels with nitrogen filled tires
![Page 33: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/33.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
![Page 34: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/34.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Direct distribution strategy (no intermediaries)• Personal selling• Put the product in Suzuki’s main current showrooms• Use Suzuki’s current logistic system
![Page 35: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/35.jpg)
Company ProfileSituational
Analysis Markets Marketing MixSituational
AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Advertising• Personal Selling
![Page 36: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/36.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Advertising)
Objective• Delivering information to customer• Building attitude• Creating values• Penetrate our product and company into customer mind set
![Page 37: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/37.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Advertising)
Theme• “Green Innovate Energy.” • Color
- Green and Titanium
![Page 38: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/38.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Advertising)
Media• Magazine • Direct mail• Website
![Page 39: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/39.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Advertising)
Scheduled and Time• Magazine – monthly basis• Direct mail - every time there is new promotion of special
offer• Website – Provide information any where & any time, and
representing the product
![Page 40: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/40.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Advertising)
Budget• Budgeting• Personal Selling• Cost of Sale team training – 50,000 Baht to 100,000 Baht• (one time investment)• Cost of evaluation program - 5,000 Baht to 10,000 Baht per month• Magazine• Cost of full page advertise – • 100,000 Baht to 200,000 Baht (on average) / magazine• Total = 200,000 Baht to 400,000 Baht /month/ two magazine• Direct mail• Free of use, we can share resources of the requirement for the direct mail with the resources that company already has. • • Company website• Cost of renovating website - 10,000 Baht to 20,000 Baht • (One time investment)• Trade show• Cost of booth material - 200,000 Baht to 300,000 Baht • (One time investment as the material can be use for every trade show)• Trade show entrance fee – 100,000 Baht to 200,000 Bath • (Vary by size and popularities of the trade show itself)• Trade show area rental fee 500,000 Baht to 1,000,000 Baht• (Vary by size and popularities of the trade show itself)• Total Max: 2,030,000 Baht• Min: 805,000
![Page 41: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/41.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Buying Situation• New task
- new product to the market - in supplier - out supplier
![Page 42: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/42.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Member of buying center• Including all
- initiator- influencer- gatekeeper- decider- purchaser- user
![Page 43: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/43.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Buying Process• Eight steps1. Opportunity recognition2. General description of need 3. Product specification4. Supplier search5. Acquisition and analysis of proposal6. Supplier selection7. Selection of order routine8. Performance review
![Page 44: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/44.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Sales person characteristic• Both inherent and learned
Inherent: - persuadable
- good memory• Learned:
- how to deal with certain circumstances- how to approach different type of customers- as a result, be able to handle situation w/o any negative impact
![Page 45: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/45.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Sales Cycle• Long Sales cycle1. Lead Generation2. Lead Qualification3. Bids and Proposal4. Negotiation and sales cycle5. Fulfillment6. Customer care and support
![Page 46: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/46.jpg)
Promotion (Advertising)
Promotion (Personal Selling)
Promotion (Personal Selling)
Sales Call Strategy & Sales Channels• Focused on personal selling
- product is highly complex with technology - high cost
• Organized Sales force by Market-centered organization- personal selling effort by customer type or industry
- we can reach our customers effortlessly because sales person would be knowledgeable
![Page 47: Suzuki bus mar](https://reader036.vdocuments.us/reader036/viewer/2022081518/54ba77f74a7959774c8b4656/html5/thumbnails/47.jpg)
Way of Life!
Thank YouQ & A Session