marketing plan - MBA assignment

1. Marketing Plan
Geely Cars in Egypt 2019
Submitted to : Mr. Khaled Adam
Prepared by : Ahmed Elgazzar

2. Table of content:
1. Executive summery
2. Situational Analysis
1. 2.1 2018 results
2. 2.2 Macro environment analysis
3. 2.3 SWOT analysis
3. Marketing strategy
4. Marketing tactics
5. Financial objectives
6. Implementation
7. Control

3. Executive summery
• We are submitting an ambitious marketing plan to achieve goal and targets.
• The main goal is to achieve financial targets along with keep “Geely” as the offered brand of its targeted segment.
• The promotion plan should be focused and clear.
• We are present in the market with three models Imperial, Emgrand 7 and Emgrand X7.

4. Situational Analysis
• Look on 2018 results
• Sales : Total selling is 162’200’000 EGP as per below
Model Unit Price (EGP) No. of cars sold Total selling (EGP)
Imperial 250’000 100 25’000’000
Emgrand 7 170’000 500 85’000’000
Emgrand x7 290’000 180 52’200’000
• Cost is 121’650’000EGP direct cost including customs + 27’574’000EGP indirect costs including
general, administrative and promotion cost so the total cost is 149’224’000EGP
• Profit is 12’976’000EGP which represents 8% of sales.

5. Situational Analysis
• Main Market competitors are BYD and Speranza.
• Market share 2018 vs planned 2019
2018
Geely
BYD
Spperanza
2019
Geely
BYD
Spperanza
other

6. Situational Analysis
Macro-environment Factors
• Political situation is stable and no show of change in the near future.
• Economical situation is unstable and high risk of currency rate change.
• Society is accepting Chinese brands.
• Technology has strong infrastructure which make a potential for huge move.
• Laws and regulations; zero customs of European cars.

7.  Proven success history.
 Emgrand 7 has very strong
reputation in the market.
 Strong channel partners.
 Showrooms availability
everywhere in Egypt.
Strengths
 No coverage of all car types like
hatchback.
 No automatic gearbox cars.
 No proven history for Imperial and
Emgrand X7.
weaknesses
 Expansion usage of Uber/Careem,
which captain’s almost preferred
Geely cars.
 Upper Egypt high demand of wide
cars.
Opportunities
 Zero customs of European cars so the
competition will be more aggressive.
 Any change of laws of import from
China.
 New custom process which cause
cars delay in the port.
Threats

8. Marketing strategy
• Vision
• Geely is committed to its brand vision of ‘Making Refined Cars for Everyone’, which has led us to become China’s leading
privately-owned automotive brand. However, our vision for the future is not just to be China’s leading brand, but to become
the most competitive and respected Chinese auto brand in the world.
• Mission
• Is to fulfil market needs of sedan and SUV cars with affordable price and premium quality to reach customer satisfaction and
to be recognized as market leader of our area of choice. We will contribute to local development with our offering,
commitment and dedicated customer service. We are committed to our responsibility towards our society and our
environment. We shall always endeavor to set a standard for others to follow

9. Marketing strategy
• We have growth marketing strategy.
• We have target to increase sales be 34%.
• Cost will decrease to 72%.
• General, administrative and promotion budget will increase to 18%
• So we target net profit margin 10% which means.

10. Marketing strategy
• We have growth marketing strategy.
• We have financial targets to achieve 217’750’000 EGP as below
Model Unit Price (EGP) No. of cars sold Total selling (EGP)
Imperial 275’000 110 30’250’000
Emgrand 7 190’000 650 123’500’000
Emgrand x7 320’000 200 64’000’000
• Cost is 156’780’000EGP direct cost including customs + 39’195’000EGP indirect costs including
general, administrative and promotion cost so the total cost is 195’975’000EGP
• Profit is 21’775’000EGP which represents 10% of sales.
• Break even is 195’975’000EGP sales.

11. Marketing tactics
• We will target the segment of family cars with affordable price.
• We will target Uber/Careem potential captains.
• We will use product cost leadership strategy.
• We will use Perceived-Value Pricing.
• We will use both push/pull strategies.
• We will use 4 channel partners.
• We will use adverting in TV, Radio and road advertises.
• We will make Sales promotion in Ramadan to increase Revenue.
• We will sponsor Automac Event in Septemper.
• We will focus on digital marketing in facebook, google and youtube.

12. Marketing tactics
Promotions budget distribution (numbers by thousand EGP)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV 1800 1800 1800 1200 1200 1200 0 0 0 1800 1800 1800
Radio 400 400 400 500 500 500 600 600 600 400 400 400
Roads 1000 1000 1000 0 0 0 2000 2000 2000 1200 1200 1200
Digital 250 250 250 250 250 250 250 250 250 250 250 250

13. Implementation
• Programs
• Corporate identity revision .. Jan
• PR development quotes
• Online
• Brochures
• Press release
• We will need 7 sales persons ( 4 channel partners and 3 Direct sales) + 3 logistics specialist. Thanks means 2 extra candidate than
2018.

14. Control
• We will be tracking plan Vs actual and discuss them in marketing monthly meeting.
• Follow up on targets will be discussed on quarterly basis in the management meeting.
•
• Corporate identity revision .. Jan
• PR development quotes
• Online
• Brochures
• Press release
• We will need 7 sales persons ( 4 channel partners and 3 Direct sales) + 3 logistics specialist. Thanks means 2 extra candidate than
2018.

15. Thanks