Mix Marketing Plan

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The 2009 Mitsubishi Outlander
Mix Marketing Plan



www.mistubishi-motors.com.au/outlander

TABLE OF CONTENTS
Executive Summary..............................................................................3

Situational Analysis..............................................................................4

Current Product .......................................................................4

Current Pricing........................................................................4

Current Distribution.................................................................4

Current Promotion..................................................................5

Recommended Target Market.............................................................5

Recommended Marketing Objectives...............................................6

Product Recommendation .................................................................6

Price Recommendation.......................................................................7

Distribution recommendation............................................................8

Promotion recommendation...............................................................9

Conclusion.........................................................................................10

MIX MARKETING PLAN
MISTUBISHI OUTLANDER

Executive Summary
The mix marketing plan below is for the 2009 Mitsubishi Outlander compact all wheel drive (AWD) priced under $40,000. This market plan below describes the target market and objectives that are necessary to capture the target market. Furthermore, the plan offers recommendations and some of them methods necessary to promote the Mistubishi Outlander and create awareness of its release on to the market in 2009. Also in the mix market plan is situational analysis that is broken down into four parts. The first part is the current product which describes the brand and core product which in this case is the Mistubishi Outlander. The second part discusses the factors that will affect the price of the Outlander such as competition and demand. The third aspect talks about the current distribution and method in which to distribute the Outlander. This part also talks about the intensity of distribution and the intermediaries used to distribute the Outlander and the factors that influence the distribution such as storage and transport of the Outlanders from point of manufacture to the point of sale. The fourth situational analysis aspect is the promotional theme and the elements integrated in the promotion mix. The theme is that of cross between an all wheel drive and a sports utility vehicles that is both excellent as urban cruiser as well as an off road medium sized vehicle. The recommended target market for the Outlander is mainly the medium sized family that enjoys occasional family trips out of urban localities. The age group of the consumer interested in purchasing the Mistubishi outlander will range between 25 to the 50 years of age. This demographic will most likely reside in the upper middle class suburbs of Perth. The main aim of this mix marketing plan is to make consumers familiarise themselves with the Outlander, promote the outlander to all intermediaries through workshops and seminars. Increase volume of promotional content of the Outlander through media channels such as online advertising, email promotions, radio and television advertisements. The customers are made of the Mistubishi Diamond Advantage.

Situational Analysis

Current Product:

The Mistubishi outlander is a cross over all wheel drive (AWD) from the product line of the Mitsubishi Motor Company. The Outlander is a shopping type of consumer product that is in its Introduction stage. It is a compact AWD that can be driven in urban areas as well as off road. However, the Outlander does not have Electronic Stability control system (ESP) but does come with...
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