,MARKETING PLAN FOR G&E AUTOMOTIVE AND DIAGNOSTIC (GEAD)
TABLE OF CONTENTS
1. INTRODUCTION……………………………………………………………………………..5
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION………………………5
2.1 Internal Environment………………………………………………………. ……………...5
2.1.1 Mission………………………………………………………………………………….5
2.1.2 Resources……………………………………………………………………………...6
2.1.3 Business Offering………………………… ………………………………………….6
2.1.4 Recommendations……………………………………………………………………….7
2.2 External Environment………………………………………………………………………7
2.2.1 Technological Factors………………………………………………………………...8
2.2.2 Competitive Factors…………………………………………………………………. 8
2.2.3 Political Factors………………………………………………………………………..9
2.2.4 Economic Factors……………………………………………………………………10
2.2.5 Recommendations……………………………………………………………………...10
2.3 SWOT Analysis……………………………………………………………………………11
2.3.1 Strengths……………………………………………………………………………...11
2.3.2 Weaknesses………………………………………………………………………….12
2.3.3 Opportunities…………………………………………………………………………12
2.3.4 Threats………………………………………………………………………………..13
2.3.5 Recommendations…………………………………………………………………… ..13
3. ANALYSIS OF MARKETS AND CUSTOMERS………………………………………..14
3.1 Market Analysis……………………………………………………………………………14
3.1.1 Recommendations……………………………………………………………………. .15
3.2 Customer Analysis……………………………………………………………………… ..15
3.2.1 Recommendations……………………………………………………………………. .16
4. SEGMENTATION, TARGETING AND POSITIONING………………………………...16
4.1 Market Segmentation……………………………………………………………………..16
, 4.1.1 Geographic Segmentation…………………………………………………………..17
4.1.2 Demographic Segmentation……………………………………………………….. 17
4.1.3 Psychographic Segmentation………………………………………………………18
4.1.4 Recommendations…………………………………………………………………….. 19
4.2 Target Market……………………………………………………………………………...19
4.2.1 Recommendations………………………………………………………………………20
4.3 Market Positioning…………………………………………………………………………20
4.3.1 Recommendations………………………………………………………………………21
5. MARKETING PLAN DIRECTION, OBJECTIVES AND SUPPORT………………….22
5.1 Marketing Plan Direction…………………………………………………………………22
5.1.1 Recommendations……………………………………………………………………...22
5.2 Marketing Plan Objectives……………………………………………………………….23
5.2.1 Recommendations……………………………………………………………………...23
5.3 Marketing Support………………………………………………………………………...24
5.3.1 Recommendations……………………………………………………………………...24
6. MARKETING STRATEGIES AND PROGRAMMES…………………………………..25
6.1 Service and Brand Strategy……………………………………………………………..25
6.1.1 Recommendations……………………………………………………………………..26
6.2 Channel and Logistics Strategy………………………………………………………...26
6.2.1 Recommendations……………………………………………………………………..27
6.3 Pricing Strategy…………………………………………………………………………..27
6.3.1 Recommendations……………………………………………………………………..27
6.4 Marketing Communications and Influence Strategy…………………………………28
6.4.1 Recommendations…………………………………………………………………….29
7. MARKETING PLAN METRICS AND IMPLEMENTATION CONTROL…………….29
7.1 Marketing Planning Metrics…………………………………………………………….29
7.1.1 Recommendations…………………………………………………………………….30
, 7.2 Forecasts, Budgets and Schedules…………………………………………………..31
7.2.1 Recommendations…………………………………………………………………...31
7.3 Control of Marketing Plan Implementation…………………………………………..32
7.3.1 Recommendations…………………………………………………………………...32
8. CONCLUSION…………………………………………………………………………...33
9. REFERENCES…………………………………………………………………………..34
TABLE OF CONTENTS
1. INTRODUCTION……………………………………………………………………………..5
2. RESEARCH AND ANALYSIS OF THE CURRENT SITUATION………………………5
2.1 Internal Environment………………………………………………………. ……………...5
2.1.1 Mission………………………………………………………………………………….5
2.1.2 Resources……………………………………………………………………………...6
2.1.3 Business Offering………………………… ………………………………………….6
2.1.4 Recommendations……………………………………………………………………….7
2.2 External Environment………………………………………………………………………7
2.2.1 Technological Factors………………………………………………………………...8
2.2.2 Competitive Factors…………………………………………………………………. 8
2.2.3 Political Factors………………………………………………………………………..9
2.2.4 Economic Factors……………………………………………………………………10
2.2.5 Recommendations……………………………………………………………………...10
2.3 SWOT Analysis……………………………………………………………………………11
2.3.1 Strengths……………………………………………………………………………...11
2.3.2 Weaknesses………………………………………………………………………….12
2.3.3 Opportunities…………………………………………………………………………12
2.3.4 Threats………………………………………………………………………………..13
2.3.5 Recommendations…………………………………………………………………… ..13
3. ANALYSIS OF MARKETS AND CUSTOMERS………………………………………..14
3.1 Market Analysis……………………………………………………………………………14
3.1.1 Recommendations……………………………………………………………………. .15
3.2 Customer Analysis……………………………………………………………………… ..15
3.2.1 Recommendations……………………………………………………………………. .16
4. SEGMENTATION, TARGETING AND POSITIONING………………………………...16
4.1 Market Segmentation……………………………………………………………………..16
, 4.1.1 Geographic Segmentation…………………………………………………………..17
4.1.2 Demographic Segmentation……………………………………………………….. 17
4.1.3 Psychographic Segmentation………………………………………………………18
4.1.4 Recommendations…………………………………………………………………….. 19
4.2 Target Market……………………………………………………………………………...19
4.2.1 Recommendations………………………………………………………………………20
4.3 Market Positioning…………………………………………………………………………20
4.3.1 Recommendations………………………………………………………………………21
5. MARKETING PLAN DIRECTION, OBJECTIVES AND SUPPORT………………….22
5.1 Marketing Plan Direction…………………………………………………………………22
5.1.1 Recommendations……………………………………………………………………...22
5.2 Marketing Plan Objectives……………………………………………………………….23
5.2.1 Recommendations……………………………………………………………………...23
5.3 Marketing Support………………………………………………………………………...24
5.3.1 Recommendations……………………………………………………………………...24
6. MARKETING STRATEGIES AND PROGRAMMES…………………………………..25
6.1 Service and Brand Strategy……………………………………………………………..25
6.1.1 Recommendations……………………………………………………………………..26
6.2 Channel and Logistics Strategy………………………………………………………...26
6.2.1 Recommendations……………………………………………………………………..27
6.3 Pricing Strategy…………………………………………………………………………..27
6.3.1 Recommendations……………………………………………………………………..27
6.4 Marketing Communications and Influence Strategy…………………………………28
6.4.1 Recommendations…………………………………………………………………….29
7. MARKETING PLAN METRICS AND IMPLEMENTATION CONTROL…………….29
7.1 Marketing Planning Metrics…………………………………………………………….29
7.1.1 Recommendations…………………………………………………………………….30
, 7.2 Forecasts, Budgets and Schedules…………………………………………………..31
7.2.1 Recommendations…………………………………………………………………...31
7.3 Control of Marketing Plan Implementation…………………………………………..32
7.3.1 Recommendations…………………………………………………………………...32
8. CONCLUSION…………………………………………………………………………...33
9. REFERENCES…………………………………………………………………………..34
