Marketing Audit Report on E-Cofueling's Exploration in Malaysia

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  • Published : October 18, 2011
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USQ MBA
MARKETING MANAGEMENT – MKT 5000
A Marketing Audit Report on E-Cofueling

Team Details| Name| USQ ID No.|

No of words: 2,167 words
EXECUTIVE SUMMARY
The Marketing Audit report evaluates E-Cofueling’s strategy to expand into the Malaysian market. Based on the PESTEL analysis, it was noted that the Malaysian market is able to adopt E-Cofueling’s Technology based on the following favourable factors: * establishment of strong framework of ‘green’ policies by the Malaysian Government. * corporations are generally becoming more aware of the sustainable initiatives. * workforce in Malaysia is capable to adapt and execute technical jobs. * increased ‘green’ awareness among the general public. However, the PORTER’s 5 Forces Analysis indicates that the Malaysian market would be a highly competitive due to the nature of E-Cofueling technology which is penetrating into an established market that relies on Fossil fuel technology and government backed Biodiesel technology. E-Cofueling’s success highly relies on 3 key stakeholders which are the Government of Malaysia, Vehicle Manufacturers and Users of Diesel Vehicles. All 3 stakeholders has high interest in the E-Cofueling technology and equally powerful in influencing the success of the new technology. The marketing audit concluded that E-Cofueling’s ability to penetrate the Malaysian market would not be straightforward. Cost remains as one of the strong denominating factor. However, as the Government and people of Malaysia bocomes more aware of the need for a sustainable solution thus Malaysia is worth to be explored further.

TABLE OF CONTENTS
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1.PURPOSE OF REPORT1
2.SCOPE OF REPORT1
3.LIMITATION1
4.OVERVIEW OF COMPANY1
4.1General Info1
4.2Product2
4.3Price2
4.4Promotion2
4.5Place2
4.6Positioning3
5.PESTEL ANALYSIS4
6.5 FORCES ANALYSIS (PORTER)6
6.1 Threat of New Entrance6
6.2 Threat of substitute products and services6
6.3 Bargaining power of Customers7
6.4 Bargaining power of Suppliers7
6.5 Rivalry among existing firm7
6.5 Conclusion8
7.Stakeholder Analysis8
7.1 Key Player (High Interest with High Power)8
7.2 Keep Informed (High Interest with Low Power)9
7.3 Keep Satisfied (High Power with Low Interest)9
7.4 Minimum Effort (Low Power with Low Interest)10
8.Competitor Analysis10
8.1 General introduction10
8.2 Brand Reputation10
8.3 Quality11
8.4 Reliability11
8.5 Convenience11
9.Customer Analysis12
9.1 Government12
9.2 Vehicle Manufacturers12
10.SWOT Analysis12
10.1Strengths13
10.2Weakness13
10.3Opportunities14
10.4Threats14
11.TOWS Analysis15
12.Overall Conclusion16
13.Bibliography17

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PURPOSE OF REPORT
This report highlights the findings from the marketing audit conducted to evaluate E-Cofueling’s strategy to expand into the Malaysian market and use the experience as a stepping stone to venture into South East Asia markets. SCOPE OF REPORT

The findings in this report are derived from various marketing analysis such as PESTEL, the 5 forces analysis, SWOT and other reliable marketing tools.

The results of the Marketing Audit would greatly assist in Phase 2. LIMITATION
The review was limited to secondary data available to the general public. The review team had no access to E-Cofueling’s key management and internal company data. Due to geographical limitation, site visits and customer interviews were not assessed. OVERVIEW OF COMPANY

4.1 General Info
E-Cofueling is an Australian start-up company that develops and commercialises the Ethanol E-Cofueling technology. E-Cofueling’s initiative was recognised by the Australian government through the awarding of the Commercialisation Australia grant in 2009 for development of the separate ethanol delivery system for diesel engines.

E-Cofueling positions itself as a technology based ‘Green’ consulting...
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