The Market Plan: Indus Motor Company Limited

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The Market Plan

The Market Plan

Indus Motor Company Ltd.
Indus Motor Company Ltd.

Azeem Danish
Student ID: A4042710

Azeem Danish
Student ID: A4042710

Table of Contents
1. Executive Summary2
2. Introduction2
3. Business Mission2
4. External Marketing Audit Macro Environment3
4.1 PEEST ANALYSIS4
4.2 Micro Environment6
4.2.1 Overall Market6
5. Internal Marketing Audit8
5.1 Operating results8
5.2 Strategic issues analysis8
5.3 Marketing mix effectiveness9
5.4 Marketing structures and systems10
6. SWOT Analysis11
7. Marketing Objectives13
7.1 Strategic Thrust13
7.2 Strategic Objectives14
8. Core Strategy14
8.1 Target Market(s)14
8.2 Competitor Targets15
8.3 Competitive Advantage15
9. Marketing Mix Decisions16
9.1 Product16
9.2 Price16
9.3 Promotion17
9.4 Place17
10. Budgets/implementation and control18
10.1 Implementation and Control18
11. Conclusion18
References/Bibliography19

1. Executive Summary
This is an in-depth report on the analysis of current market position of Indus Motor Company Ltd. It is primarily focused on IMCL’s biggest brand “Toyota”. This report includes a plan for IMCL to become a market leader and retain its current brand reputation in the country. For this purpose analysis has been done on the Micro and Macro environments of the company including SWOT analysis. The Marketing Mix (Product, Place, Price and Promotion) have been used to develop the strategy selected. A budget is also has been proposed for the company for the future periods. 2. Introduction

“The process by which businesses analyse the environment and their capabilities, decide upon courses of marketing action and implement those decisions is called marketing planning.” (Jobber, D. 2010 p.38) It is a very broad concept which includes how a company should consider their internal and external environment in which they are operating. Competitors and their strategic objectives, company’s own position in the market, needs of the customers and by utilizing their own capabilities how can we satisfy the needs of our customers and gain market share. Following marketing plan is for Indus Motor Company Limited (IMCL), focusing specifically on their Toyota brand in Pakistan. It includes analysis of IMCL’s current position and strategy. Based on the analysis I have made some recommendations on how they can improve their current strategic position and gain competitive advantage on its competitors. 3. Business Mission

“Mission of Toyota is to provide safe & sound journey. Toyota is developing various new technologies from the perspective of energy saving and diversifying energy sources. Environment has been first and most important issue in priorities of Toyota and working toward creating a prosperous society and clean world.”(IMCL’s official website) IMCL’s Vision

"IMC’s Vision is to be the most respected and successful enterprise, delighting customers with a wide range of products and solutions in the automobile industry with the best people and the best technology". (IMCL’s official website)

Core Values
IMCL’s core values include:
* To be the most respected company in Pakistan.
* To gain success and become most successful enterprise. * Delighting customers.
* Wide range of products for the customers.
* The best people within the company.
* The best technology.
(IMCL’s official website)

4. External Marketing Audit Macro Environment

The marketing environment effecting the company’s capabilities to operate effectively in providing products and services, are based on actors who actually take the decision and forces who drive them to take those decisions. (Jobber, D. 2010) Before doing audit of macroenvironment we need to understand what is macroenvironment and how does it affect a company while taking important decisions on its internal and...
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