Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix
Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• A ve...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• One ...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• The ...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• 650,...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Indust...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Busine...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Produc...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Delivering information to customer
• Buildi...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• “Green Innovate Energy.”
• Color
- Green an...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Magazine
• Direct mail
• Website
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Magazine – monthly basis
• Direct mail - ev...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Budgeting
• Personal Selling
• Cost of Sale...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• New task
- new product to the market
-...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Including all
- initiator
- influencer...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Eight steps
1. Opportunity recognition...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Both inherent and learned
Inherent:
- ...
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Long Sales cycle
1. Lead Generation
2....
Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Focused on personal selling
- product ...
Suzuki bus mar
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Suzuki bus mar

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Suzuki bus mar

  1. 1. Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix
  2. 2. Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix
  3. 3. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix • A very innovative company since 1909 • The founder was Michio Suzuki from Japan. • Technological development over time o a new type of weaving looms o motorized bicycles
  4. 4. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix • One of the most significant companies in the world - a great opportunity to expand - respond to technological changes
  5. 5. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets 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
  6. 6. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets 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.
  7. 7. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company • 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.
  8. 8. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company • 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)
  9. 9. Company Profile Situational 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
  10. 10. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company
  11. 11. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company
  12. 12. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company
  13. 13. Company Profile Situational 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
  14. 14. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Industry Competition Company • 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
  15. 15. Company Profile Situational 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
  16. 16. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation • Many market potentials o The market size is huge Expensive and fluctuated price of petrol Reduce cost of transportation o The market growth rate of electric cars is increasing o The first inventor of the full electric car with solar cell panel
  17. 17. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation • 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 estates o 138 universities o hospital o golf clubs
  18. 18. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation *Assuming that each client purchases 5 units of cars
  19. 19. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation • 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
  20. 20. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation o Product Product differentiation  Full electric cars  Solar cell panel o Price A little bit more than market price  Premium image o Place Suitable place close to the target market. o Promotion, Attract the customers Stimulate awareness of this new technology
  21. 21. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation
  22. 22. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation • 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.
  23. 23. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation Total THB 76,273,363,404.84
  24. 24. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation
  25. 25. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation Total THB 2,012,502,862.41
  26. 26. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation
  27. 27. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation Total THB 39,193,885.18
  28. 28. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Business Segmentation Target Market Consumer Segmentation
  29. 29. Company Profile Situational 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
  30. 30. Company Profile Situational 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
  31. 31. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Product Price Place Promotion Avaliable in 3 sizes • Small • Medium • Large
  32. 32. Company Profile Situational 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
  33. 33. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Product Price Place Promotion
  34. 34. Company Profile Situational 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
  35. 35. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix Product Price Place Promotion • Advertising • Personal Selling
  36. 36. Promotion (Advertising) Promotion (Personal Selling) Promotion (Advertising) • Delivering information to customer • Building attitude • Creating values • Penetrate our product and company into customer mind set
  37. 37. Promotion (Advertising) Promotion (Personal Selling) Promotion (Advertising) • “Green Innovate Energy.” • Color - Green and Titanium
  38. 38. Promotion (Advertising) Promotion (Personal Selling) Promotion (Advertising) • Magazine • Direct mail • Website
  39. 39. Promotion (Advertising) Promotion (Personal Selling) Promotion (Advertising) • 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
  40. 40. Promotion (Advertising) Promotion (Personal Selling) Promotion (Advertising) • 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
  41. 41. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • New task - new product to the market - in supplier - out supplier
  42. 42. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • Including all - initiator - influencer - gatekeeper - decider - purchaser - user
  43. 43. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • Eight steps 1. Opportunity recognition 2. General description of need 3. Product specification 4. Supplier search 5. Acquisition and analysis of proposal 6. Supplier selection 7. Selection of order routine 8. Performance review
  44. 44. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • 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
  45. 45. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • Long Sales cycle 1. Lead Generation 2. Lead Qualification 3. Bids and Proposal 4. Negotiation and sales cycle 5. Fulfillment 6. Customer care and support
  46. 46. Promotion (Advertising) Promotion (Personal Selling) Promotion (Personal Selling) • 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
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