A carregar...
Publicação
Mitsubishi L200: marketing plan
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 225.31 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Mitsubishi Motors Corporation is a Japanese automobile company with manufacturing facilities in over 30 countries, and its sales and after-sales organization serves more than 170 countries. In 2002, Mitsubishi Motors Europe (MME) was founded specifically to coordinate sales in Europe. Since September 2008, the Japanese automobile industry was confronted by three serious problems triggered by the collapse of a major U.S. financial institution. The first was rapid deterioration in retail sales volume. Even though in certain areas market conditions had been relatively favorable until then, the market rapidly contracted, resulting in a harsh business environment. The second problem was the credit crunch. For many customers who use auto loans, purchasing an automobile become difficult. The third issue was the yens appreciation against foreign currencies. Because the yen strengthened not only against U.S dollar but also against other major currencies, export industries in Japan, including the domestic auto industry, were severely impacted. Although financial downturn reached the Portuguese market, during this difficult environment Mitsubishi Motors Portugal was able to increase market share in the pick-up segment. But now MMP wants more. With the re-launch of the pick-up L200 on January of 2010 we want to reach a share of at least 60% in the next 3 years, becoming irrefutable leader in both leisure and work segment. Moreover, we expect to achieve a category growth of 8%, 6% and 4% per year for the next 3 years and sales value of 32.3 millions € by 2010. L200 main rivals in the pick-up segment are Hi-Lux (Toyota), BT-50 (Mazda) and Navara (Nissan). Mitsubishi and Toyota grab more than half the market concerning commercial vehicles and dispute the first position in the leisure segment. While the average pick-up sales have decreased 30% between 2008 and 2009, Jeep was able to increase 15%. In this context, we found an opportunity to increase sales in the leisure segment and to compete with Jeep by offering a pick-up with more equipment and power. Additionally, the company will create lowerrider pick-ups that permit drivers to pay less in the motorway fee, reduce sales from fleet automobile that involves high discounts and focus on final clients who perceive the superior value of the vehicle. Although price is an important issue to consumers, we will adopt a neutral pricing strategy. Moreover, MMP will offer a superior warranty and create a partnership with a leasing company. The new pick-up L200 will be differentiated on the basis of a creative and integrated marketing communication that aims to increase consumer’s awareness about the product, knowledge about benefits and maintain close relationship with customers. Additionally, we want to reduce the time period that end-user must wait between ordering and receiving the vehicle by increasing the inventory. Thus, supported by the distribution channel, we will increase buyer’s evaluation of MMP with respect to our ability to meet currently relevant needs and motivations.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa