Table of Contents
Statement of Confidentiality & Non-Disclosure2
II. Situation and environment analysis5
III. Opportunity Identification, Assessment and Assumption12 IV. Objectives13
V. Marketing Strategy15
¬Target Market Selection15
¬Target Market Profiles16
″Car body shops profile:17
″Car dealers profile:17
Statement of Confidentiality & Non-Disclosure
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Castrol was established on 19th March 1899 in England. It was called “Castrol” at the first half twentieth century. Castrol now employs over 12,000 people in more than 130 countries. Castrol Motor Oil was designed as API SM quality oils which the manufacturer recommends.
Castrol wants to open a new Canadian motor oil market. Canadian has large amount of population who use auto motor. The accessory of cars market is material. Our target will focus on both from the wholesaler and retailer (Car dealer, Car body-shop, and so on) in Ontario. Ontario is the major industry province in Canada. Ontario is densely populated; it also has well-developed economics. The sales also will be performed through the chain of car retailer, car body-shop, and wholesale stores. They will be located in the high popular rate city of Ontario. They will give customer a delivery.
Summer is coming. This is the best time for our plan to be implemented. We can use two to three months to do the preparation. We will settle our product to the marketing of Ontario around the end of the June to the beginning of July.
We target our expenses are including selling expenses, Administrative expenses and general expenses. The first investment is around one million. The sale in the first year is around two million. We set the number of the profit is Ten million in the end of July next year.
After the choice, we knew that large amount of capital must be safe and guaranteed when doing any transaction.
II. Situation and environment analysis
• We have employees who can speak multiple languages for the different culture. Canada is culture diversified. Hence, multiple language speakers can solve many different kinds of communicational problems.
• We have a long and successful reputation that can influence customers’ decision when choosing the product. Customers will compare the same kind of products to decide which one is the staff they want. At that time, a great reputation is the one of the most...