Feedback from Assignment 1 Introduction: You did not provide a pertinent introduction of your hypothetical company or your company is not a hypothetical company. It is not clear what your product/service is and there is no physical location. The contents of your marketing plan were not introduced. Mission Statement: This is a good mission statement, but more rationale was needed. Only four of the five questions in a mission statement were addressed. What does the mission statement convey to consumers/customers as well as internal employees and stakeholders -see the purpose of a mission statement, page 21 of textbook. Goals: Your stated goals of revenue, profit, market share, brand awareness or customer acquisition are SMART goals: S. – Specific; M. – Measurable; A. – Assignable; R. – Realistic; T. – Time based. There were no measurements provided for your goals. Environmental Analysis: All the elements of the environmental analysis were addressed and explained. Good job being thorough and exhibiting an understanding of the environmental factors. Remember that environmental factors are outside of your direct control, but each of these factors has influence over your business. SWOT Analysis: The SWOT and Needs Analyses are on target and show how your company will fare in the market. Your strengths and weaknesses are clearly internal as you can control them. Your opportunities and threats are clearly derived from the environmental analysis and, while you cannot control them, they can have a direct impact on your hypothetical business. Running Head: MARKETING PLAN FOR SILO AUTOMOTIVE FIRM1 MARKETING PLAN FOR SILO AUTOMOTIVE FIRM 13 Marketing Plan for Silo Automotive Firm July 18, 2019 Silo Automotive Introduction Silo Automotive Company is a new, integrated automotive company, which manufactures electric powered vehicles and substantially scalable, clean, power harnessing automotive products. The company’s headquarters are in California together with its main manufacturing plant and was founded in 2014. The company currently has 19 manufacturing plants spread across the United States and Europe. A team of engineers whose main goal was to create an electric powered vehicle that was superior, faster, and more fun to drive in comparison to gasoline cars. The main belief of the company states the sooner the globe ends its dependency on fossil fuels and moves toward a more environmentally friendly option such as carbon fuels future, the better. This is particularly being achieved at a faster rate due to the incorporation of the two automotive segments into a single platform. The main funding sources of Silo Automotive come from the contributions of the founders since they are a combination of chief executive officers of various global engineering companies. Background Information The automotive industry has greatly advanced due to the changes in technology, with global sales increasing from 11.78 million annually in 1990 ...

1. Feedback from Assignment 1
Introduction: You did not provide a pertinent introduction of
your hypothetical company or your company is not a
hypothetical company. It is not clear what your product/service
is and there is no physical location. The contents of your
marketing plan were not introduced.
Mission Statement: This is a good mission statement, but more
rationale was needed. Only four of the five questions in a
mission statement were addressed. What does the mission
statement convey to consumers/customers as well as internal
employees and stakeholders -see the purpose of a mission
statement, page 21 of textbook.
Goals: Your stated goals of revenue, profit, market share, brand
awareness or customer acquisition are SMART goals: S. –
Specific; M. – Measurable; A. – Assignable; R. – Realistic; T. –
Time based. There were no measurements provided for your
goals.
Environmental Analysis: All the elements of the environmental
analysis were addressed and explained. Good job being
thorough and exhibiting an understanding of the environmental
factors. Remember that environmental factors are outside of
your direct control, but each of these factors has influence over
your business.
SWOT Analysis: The SWOT and Needs Analyses are on target
and show how your company will fare in the market. Your
strengths and weaknesses are clearly internal as you can control
them. Your opportunities and threats are clearly derived from
the environmental analysis and, while you cannot control them,
they can have a direct impact on your hypothetical business.

2. Running Head: MARKETING PLAN FOR SILO AUTOMOTIVE
FIRM1
MARKETING PLAN FOR SILO AUTOMOTIVE FIRM
13
Marketing Plan for Silo Automotive Firm
July 18, 2019
Silo Automotive
Introduction
Silo Automotive Company is a new, integrated automotive
company, which manufactures electric powered vehicles and
substantially scalable, clean, power harnessing automotive
products. The company’s headquarters are in California together
with its main manufacturing plant and was founded in 2014. The
company currently has 19 manufacturing plants spread across
the United States and Europe. A team of engineers whose main
goal was to create an electric powered vehicle that was superior,

3. faster, and more fun to drive in comparison to gasoline cars.
The main belief of the company states the sooner the globe ends
its dependency on fossil fuels and moves toward a more
environmentally friendly option such as carbon fuels future, the
better. This is particularly being achieved at a faster rate due to
the incorporation of the two automotive segments into a single
platform. The main funding sources of Silo Automotive come
from the contributions of the founders since they are a
combination of chief executive officers of various global
engineering companies.
Background Information
The automotive industry has greatly advanced due to the
changes in technology, with global sales increasing from 11.78
million annually in 1990 to 27.53 million sales in 2017,
according to auto alliance analysis. This shows technology has
made it possible for this industry to meet the high demand for
automotive products and services in the market. This industry is
comprised of various companies that usually manufacture
vehicles and deliver them to the selling and distributing
companies. There are other companies in this industry that
manufacture as well as sell vehicles at the same time. The
automotive industry is subdivided into two segments - car
manufactures and car parts manufacturer. However, Silo
Automotive is particularly in the market to solve some of the
challenges associated with the two segments of the automotive
industry by combining them. There has been an increase in the
number of automotive part suppliers in the industry in recent
times as compared to vehicle manufacturers. This is because the
vehicles in the current generation are more complex than past
years' vehicles, more especially when considering the parts and
the electronics components incorporated in the vehicle (Adjei,
& Adjei, M. 2017).
Due to the expenses associated with car manufacturing, there
are a smaller number of manufacturers in the industry with only
three leading manufacturers from the United States - Ford,
General Motors, and Chrysler Companies. The global

4. automotive industry leaders include Honda, Toyota, Nissan
Motors, Volkswagen, and Hyundai Companies, respectively.
Considering Toyota, it contributes to more than 17% of the
Japanese economy. According to the Japanese Budget Control
Body, Toyota is one of the key pillars of the Japanese economy
from job creation to government taxation. This industry began
with German inventors, Karl Benz and Gottlieb Daimler who
developed an internal combustion engine vehicle that was
powered by gasoline in the late 1800s (Adjei, & Adjei, M.
2017).
The vehicle invented in Germany was expensive to own,
therefore the industry remained dormant until Henry Ford
developed an assembly line mass production, which made the
vehicles less expensive, hence people started purchasing and
owning vehicles. This boosted the economy of the United
States because the industry was contributing almost 35% of the
United States economy through taxes and easy movement of
workers from one city to another or from one state to another.
The industry also contributed to the reduction of unemployment
rates. According to Auto Alliance, the industry has directly
employed 1.5 million United States citizens. According to the
survey conducted by the World Bank in collaboration with Auto
Alliance in 2018, the report indicated the automotive industry
together with its transportation services brings in an annual
average revenue of $19.5 trillion US dollars globally (Barron,
Pereda, & Stacey, 2017).
Silo Automotive Company is entering the market with great
force and embracing technological advancement in design as
well as manufacturing more customer preferences. The
integration of the two segments of the automotive industry into
a single platform is where the company name originates from.
In this paper, the various components of the company’s market
plan will be discussed.
Silo Automotive Company’s Mission Statements
Silo Automotive’s mission in the automobile industry is defined
by three main components, acceleration, world transition, and

5. sustainable energy. In the beginning, the company's mission
was to accelerate the world's transition to sustainable transport
but in 2017, it changed the mission from sustainable transport to
sustainable energy to make the mission statement of the Silo
Automotive to read as, “To accelerate the world’s transportation
to sustainable energy.” The new mission statement significantly
shifted the company’s business to the current opportunistic
global market of renewable energy.
Silo Automotive Company Goals
The company’s goals can be categorized into both short-term
and long-term goals. These goals are defined as follows:
Short-term goals, which the company projects to achieve in the
next one to three years:
I. By the end of 2019, the Silo Automotive Company is
projecting to launch its electric-powered car manufacturing in
Africa.
II. In March 2020, Silo Automotive Company is projected to
make its cars fully autonomous.
III. Silo Automotive Company is also aimed at generating unit
sales of more than 2 million electric vehicles in five years. This
can be measured via the profitability of the company and the
cash flows (Conti, Kotter, & Putrus, 2015).
IV. Silo Automotive Company is aimed at being the most
attractive employer in the automotive industry. The specific
primary goal is to have the best team in the industry, whose
performance will be defined via high qualification, fit, as well
as motivated employees. These goals can be measured via
meetings as well as appraisals, without forgetting the
quantitative measurement of employee performance.
V. Silo Automotive Company is also aiming at doubling the
number of its superchargers by the end of January 2021.
These short-term goals can be measured using the appropriate
key performance indicators such as customer satisfaction, the
profitability of the company, and efficiency of its services
which can be measured by customer complaints, profits, and
efficiency.

6. Long-term goals the company is aiming at achieving by the end
of five years or more are as follows:
I. Silo Automotive Company intends to deploy intelligent
innovations, technologies to become a global leader in customer
satisfaction as well as the quality of electric cars. Silo
Automotive Company views client satisfaction as one of the
primary requirements of its long-term success. This can be
measured via the complaints as well as complements the
company receives from its customers on the quality of the
products and their efficiency.
II. Silo Automotive Company is projected to officially open its
manufacturing plant in Japan, which will be generating 50,000
electric-powered cars annually.
Environmental Analysis of Silo Automotive Company
Competitive Rivalry in Automotive Industry
The intensive competition existing in the automotive industry
tends to drive down prices and can decrease the overall
profitability of a company. From the Auto Alliance, four main
companies are competing with Silo Automotive Company in the
automobile industry. These companies include Honda, General
Motors, Tesla Inc, and Ford Company (Edeling, & Himme,
2018). Tesla, Inc. is the primary competitor in the electric
vehicle manufacturing industry. Although other companies are
starting to compete in the electric automobile industry these
four are the ones offering direct competition to Silo Automotive
Company. Together, these companies raise over $300.6 billion
annually between their estimated 3,480,700 employees across
the world. In terms of employees, Silo Automotive Company
has approximately 68,000 employees, per a 2018 analysis. It
should be noted Silo Automotive Company is still young in the
industry, but with the rate of its market penetration, it’s going
to be one of the strongest companies in the automotive industry.
Political
In the current business world, there is not a multinational
organization that is immune to the different decisions made by
the various host governments where Silo Automotive Company

7. is inclusive. The unstable market condition that Silo
Automotive Company has experienced since it was established
as a multinational company is as a result of inconsistent policies
of the host countries more specifically in Europe and the
frequent change in duty tariffs. The current shifting in policies
of the government is also affecting Silo Automotive Company.
For example, in 2014, it was reported the governments of
Venezuela, as well as Nigeria, were antagonistic to the
innovations of electric cars since they believed the electric cars
were fuel-efficient and they were going to reduce their
dependence on oil which is their key product in their economies
as far as exportation is a concerned. This prevented Silo
Automotive Company market from growing in these two
countries. In general terms, Silo Automotive Company has been
experiencing favorable legalities in the political environment in
the 19 States and nations where the company's services are
offered.
Economic
The economic environment had many factors that impacted Silo
Automotive Company in its process of carrying out car
manufacturing activities. Some variables which are encouraging
from Silo Automotive Company are the decreasing
unemployment rates in the United States and other countries
where the Company had its services being carried out. The
general increase in the salaries of employees working in the
automotive industry under Silo Automotive Company, and both
the increasing GDP as well as the continued increasing trend of
the living standards of the communities surrounded by Silo
Automotive Company indicated a significant economic
contribution of Silo Automotive Company to the society.
Social Culture
The social-cultural factors in the market environment have
many impacts, both positive and negative, as far as Silo
Automotive Company development is a concerned. Due to the
fluctuating prices of fuel in the market, more customers of
automotive products are starting to consider electrically

8. powered vehicle engines because of the high efficiency. From
Silo Automotive Company sales record, for instance, around
140,000 Chevrolet Cruz’s, which are electric-powered
automobiles were sold for only six months in 2010. This
tendency of customers changing their desire to purchase electric
powered engine vehicles usually influences the manufactures to
increase their electric powered engine production vehicles. For
example, in the current market, Honda, General Motors, Tesla
Inc, and Ford Company are the producers of the electrically
powered engine vehicles, apart from Silo Automotive Company
(Gangidi, 2019). Customers in the United States and in Europe,
have increased their desire to purchase electrically powered
engine vehicles, due to their non-pollution nature and their high
efficiency. This is a direct market for Silo Company, which is
influenced by the social class of the population. As far as legal
is concerned, the company adheres to the laws of every host
country where it carries out its operations as it's spelled out in
the international standards.
Technological Impacts
Technology is the main factor being embraced by every
organization needing to be competitive in the market besides
increasing its revenue; Silo Automotive Company has not been
left behind. The technological environment plays a critical role
in the acquisition of the corporate strategy of the company.
Some variables such information technology and the internet
have been greatly utilized in facilitating the success of the
company's corporate strategic move.
The SWOT Analysis of the Company
SWOT analysis refers to the company’s strengths, weaknesses,
opportunities, and threats in the market.
Strengths of Silo Automotive Company
I. Strong Market Position and Brand Recognition; Silo has a
strong market in terms of sales and competition. Focusing on
customer satisfaction in various nations where its services are
being offered will propel Silo into further successes.
II. Strong Focus on Research and Development;The strong focus

9. on research and development by Silo Automotive Company in
the automotive industry is directly related to the technological
advancement in the industry.
III. Extensive Production and Distribution Network; Silo
Automotive Company has a large production and distribution
network – making it a multinational company.
Weaknesses of the Company
I. Declining sales in key geographic segments; for the last two
years, Silo Automotive Company has witnessed a reduction in
its sales in key areas. In the financial year 2015 -2016 for
instance, there was a reduction in the Company’s sales across
North America.
II. The company is also facing challenges in its strategic
marketing and promotion of its products since its young in the
market.
III. Product recalls could affect brand image; product recalls
could negatively impact the company’s products in the market
(Griffin, & Sahid, 2018).
Opportunities for the Company
I. Growing global automotive industry; the economic downturn
following the Euro Crisis negatively impacted the automotive
industry. The strong ricochet of 2011 which continued to 2012
and onwards have highly revived the automotive industry which
was in its lowest state economically (Griffin, & Sahid, 2018).
II. Strong outlook for the global new car market; although the
automotive industry experienced somehow a gradual growth
from 2008 to 2012, the automotive market industry experienced
acceleration in 2012 to 2016.
III. The strong advocacy on the embrace of non-pollutants in the
globe due to the increased global warming.
Threats
I. Intense competition; the global automotive industry market is
highly competitive; this creates pressure on Silo Automotive
Company from various manufacturers in the industry.
II. Fluctuations in foreign currency are also a major concern;the

10. fluctuations in foreign currency exchange rates are one of the
sensitive areas of great concern of Silo Automotive Company
(Yuksel, & Michalek, 2015).
III. The current tax policy of the US is also a major concern
which might hinder the development of the company to other
countries like China, which is highly targeted by the US
importation policies.
References:
Adjei, F., & Adjei, M. (2017). Market share, firm innovation,
and idiosyncratic volatility. Journal of Economics and Finance,
41(3), 569-580.
Barron, A., Pereda, A., & Stacey, S. (2017). Exploring the
performance of government affairs subsidiaries: A study of
organization design and the social capital of European
government affairs managers at Toyota Motor Europe and
Hyundai Motor Company in Brussels. Journal of World
Business, 52(2), 184-196.
Conti, M., Kotter, R., & Putrus, G. (2015). Energy efficiency in
electric and plug-in hybrid electric vehicles and their impact on
the total cost of ownership. In Electric Vehicle Business Models
(pp. 147-165). Springer, Cham.
Edeling, A., & Himme, A. (2018). When Does Market Share
Matter? New Empirical Generalizations from a Meta-Analysis
of the Market Share–Performance Relationship. Journal of
Marketing, 82(3), 1-24.

11. Gangidi, P. (2019). A systematic approach to root cause
analysis using 3× 5 why’s technique. International Journal of
Lean Six Sigma, 10(1), 295-310.
Griffin, A. S., & Sahid, M. L. I. (2018). Competitiveness
Analysis of ASEAN Automotive Industry: A Comparison
between Malaysia and Thailand. Journal of Science, Technology
and Innovation Policy, 3(2).
Yuksel, T., & Michalek, J. J. (2015). Effects of regional
temperature on electric vehicle efficiency, range, and emissions
in the United States. Environmental science & technology,
49(6), 3974-3980.
Assignment 2: Part B: Your Marketing Plan
Using the same hypothetical company from Assignment 1, for
this assignment, you will focus on the company’s branding
strategy, primary and secondary target markets, positioning
statement, and consumer behavior.
Note: You should create and/or make all necessary assumptions
needed for the completion of this assignment.
Instructions
Create the second part of your marketing plan:
1. Describe or list the feedback you received on Part A of your
marketing plan. Explain how you will use the
feedback to improve your plan.
Question 1 explanation (copy & paste link into new browser):
https://cdnapisec.kaltura.com/index.php/extwidget/preview/part
ner_id/956951/uiconf_id/38285871/entry_id/1_nko4yjxp/embed/
dynamic

12. 2. Develop a branding strategy for your product / service that
covers the brand name, logo, slogan, and at least one brand
extension.
One of the items in your second assignment is to create an
original logo for your company. Yes, create your own logo!
Here are two articles that may help you with the color and type
that works the best for your brand.
The right color for your brand.pdf
Typeface for your brand.pdf
Question 2 explanation:
https://cdnapisec.kaltura.com/index.php/extwidget/preview/part
ner_id/956951/uiconf_id/38285871/entry_id/1_npkzlb0y/embed/
dynamic
3. Thoroughly analyze the primary and secondary markets that
you want to target. Thoroughly include the demographic profile
(e.g., age, gender, ethnicity, etc.), psychographic profile,
professional profile, geographic profile, and any other
segmentation variable you deem necessary.
Question 3 explanation:
https://cdnapisec.kaltura.com/index.php/extwidget/preview/part
ner_id/956951/uiconf_id/38285871/entry_id/1_ha0awwt3/embed
/dynamic
4. Prepare a positioning statement. Include a perceptual map
that shows your company’s position against its competitors.
From this map, create a statement that depicts your position.
Question 4 explanation:
https://cdnapisec.kaltura.com/index.php/extwidget/preview/part
ner_id/956951/uiconf_id/38285871/entry_id/1_kthra1jv/embed/
dynamic
5. Examine the relevant consumer behavior for your target
market. Explain the main reasons why the brand name, logo,
slogan, brand extension, as well as the positioning statement are

13. right for the identified target market.
Question 5 explanation:
https://cdnapisec.kaltura.com/index.php/extwidget/preview/part
ner_id/956951/uiconf_id/38285871/entry_id/1_5cab1a4e/embed/
dynamic
6. Use at least three academic resources as quantitative
marketing research to determine the feasibility of your product /
service. These resources should be industry specific and relate
to your chosen product / service.
Note: Wikipedia and other similar websites do not qualify as
academic resources.
Your assignment must follow these formatting requirements:
· 8-10 pages, be typed, double- spaced, using Times New
Roman font (size 12), with one-inch margins on all sides;
citations and references must follow APA or school-specific
format. Check with your professor for any additional
instructions.
· Include a cover page containing the title of the assignment, the
student’s name, the professor’s name, the course title, and the
date. The cover page and the reference page are not included in
the required assignment page length.
The specific course learning outcomes associated with this
assignment are:
1. Analyze marketing environments and strategies used to
strengthen product or service positioning.
c. Examine the marketing science of customer behavior and
products in the marketing exchange process.
2. Evaluate marketing strategies used to create/communicate
customer value.
a. Analyze the marketing framework through a situation
analysis.
b. Evaluate target customer segments and positioning products
within these segments.
c. Evaluate the basis for market segmentation and approaches

14. to segmentation.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and
strategy.
b. Develop strategies to assess performance and achieve
marketing goals.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for existing and new products
or services.