Toyota Case

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Marketing Plan for Markstrat|
Company Star, Eagles|
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Anindita Bhattacharya
Girish PatelFarhan QureshiSyed Mehdi Abbas|
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4/24/2013|
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1. Objectives: Our objective over the next few years is to maximize the Share Price Index (SPI) of our division, Eagle\S . The SPI takes into account several important indicators including net contribution generated, product market share, ability to grow the organization’s revenues and the quality of projects successfully completed. While we will focus investing through the communication and media expenditure on the emerging segments such as Manufacturing, Construction etc over next few years where there is a potential to earn market profits, we will try to reposition our existing product line which is mainly a niche product based on evolving customer perception and need .At the same time we will invest in R and D also to position our new product line into the market. 2. Markets & Segments:

Squazol – Planning to focus on Marketing and Construction area. We already have a good market share in Chemical segment hence we will try to maintain our presence there as well. Also, we are planning to launch a new product under this brand. Trigols – Planning to launch a new product under this product. Focus will be on Marketing and Construction area as these markets are growing. Characteristics:

As per our analysis, the characteristics of our current offerings ‘SAFE’ and ‘SAND’ needs to be adjusted to cater to the customer needs in the segments we are planning to target. The Price, Power and Volume characteristics needs immediate attention and hence we have launched a R&D Project to work on them. Segments:

Public Utilities (Ut) – Maintain the market share in this area. No special emphasis will be given. Construction Industry (Co) – As this market is growing, more resources need to be dedicated to serve this Industry. Oil Industry (Oi) – As this market is experiencing a slowdown in terms of...
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