Holden Commodore Marketing

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  • Topic: Holden, Holden Commodore, Holden Special Vehicles
  • Pages : 14 (3454 words )
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  • Published : March 8, 2010
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Marketing plan for “HOLDEN COMMODORE”

Executive Summary:
The company which I have chosen is Holden and the product is Commodore. Holden is the Local Company of Australia. This company had successfully completed its 60 years last year in 2008. And at this occasion company had launched the limited edition of Holden Commodore SS V-Series 60th anniversary. The marketing planning is done on the basis of the information provided by the company on the websites, news articles, broachers and journals. This marketing plan covers all the information like mission statement of the company, the situation analysis of the company and the product. The analysis is done both with the internal and the external environment taking into consideration the market, and various environments like the competitive, economic, socio-cultural, political, technological and demographic. Later in this marketing plan SWOT analysis of the company is done and the critical issues have been discussed. A study of marketing objectives and marketing strategies such as target markets, product strategy, pricing strategy, promotion strategy and distribution strategy of the company and the product is also done in the plan. And at last recommendations for any change in the company strategy and plan is given along with the implementation plan. The company has been the Australia’s top car selling company and Commodore has been the top selling car in Australia from 1996. As the company is the local company of Australia it has a good dominance over the market in the country and people also rely on the company very much. Holden basically comes under General Motors, and which ever car is exported outside Australia by this company is tagged under the brand name of Chevrolet and other brands of General Motors. Now the company is deciding to enter the international market with its own brand name and also many researches are going on within the company to make hybrid cars for the future.

TABLE OF CONTENTS

S.NO TOPIC PAGE.NO

1 EXECUTIVE SUMMARY1
2 TABLE OF CONTENTS2
3 INTRODUCTION4
4 MISSION STATEMENT5
5 SITUATION ANALYSIS6
a. INTERNAL ENVIRONMENT6
i. PRODUCTS6
ii. FINANCIAL & NONFINANCIAL SITUATION8
iii. CHANNELS8
b. EXTERNAL ENVIRONMENT9
i. MARKETS9
ii. COMPETITIVE ENVIRONMENT9
iii. ECONOMIC ENVIRONMENT10
iv. DEMOGRAPHIC ENVIRONMENT11
v. SOCIO-CULTURAL ENVIRONMENT11
vi. POLITICAL ENVIRONMENT11
vii. TECHNOLOGICAL ENVIRONMENT12
c. SWOT ANALYSIS13
d. CRITICAL ISSUES13
6 MARKETING OBJECTIVES14
7 MARKETING STRATEGIES14
a. TARGET MARKETS14
b. PRODUCT STRATEGIES14
c. PRICING STRATEGIES15
d. PROMOTION STRATEGIES15
e. DISTRIBUTION STRATEGIES 15
8 RECOMMENDATIONS FOR CHANGE 16 9 IMPLEMENTATION PLANS 16 10 REFERENCES 17 A APPENDICES 19

Introduction:
The company which I have chosen for the marketing planning is the Holden, Australia. And the product is Holden Commodore. Holden is an Australian local automobile company which comes under General Motors, which is an American company. The present Chairman and Managing Director of the company is Mr. Mark Reuss. The name “Holden” is much older than the car company. In 1856 a...
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