Marketing Plan for a New Honda Family 4WD

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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