Mercedes-Benz Oman Marketing plan
Executive Summary
Mercedes-Benz Oman is one of the top luxury cars dealers in Oman. This report proposes a marketing
plan to introduce and promote customer satisfaction and experience in Oman for next two years. The
report consists of the marketing objectives defined by Clive Hammond, CEO of Zrawawi Trading
Company Automotive, Mercedes-Benz Oman; detailed situation analysis of the company has been
conducted. The strengths, weaknesses, opportunities and threats are evaluated in detail using the
SWOT analysis .Also external macro-environment has been analyst by PEST analyses. Next the market
and customers that are to be targeted in this marketing plan has been defined in the report by market
segmentations. Discussed in detail is the pricing strategy and initial budget for the company. Product
strategies were discussed discusses in detail. Lastly, it has been proposed advertising and promotional
strategies. It’s essential to measure the effectiveness of any plan/strategy is executed; keeping this in
mind evaluation and controls has been mentioned in the plan to determine the effectiveness of the
strategy.
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Table of Contents
Executive Summary ................................................................................................................... 2
1.
CURRENT MARKET And COMPANY SITUATIONAL ANALYSIS .......................... 4
1.1. COMPETITORS: ........................................................................................................ 4
1.2. SWOT ANALYSIS ..................................................................................................... 5
1.3. PEST Analysis ............................................................................................................. 5
2. MARKET SEGEMENTATION ......................................................................................... 6
2.1. Geographic Segment: .................................................................................................. 6
2.2. Psychographics: ........................................................................................................... 7
2.3. Demographics:............................................................................................................. 7
2.4. Behavioural: ................................................................................................................ 7
3. MARKETING Objectives .................................................................................................. 7
4.
MARKETING MIX STRATEGIES AND RECOMMENDATIONS ............................... 8
4.1. PRICING Strategies: ................................................................................................... 8
4.2. Product Strategies: ....................................................................................................... 8
4.3. Placement Strategies.................................................................................................... 9
4.4. Promotion Strategies ................................................................................................... 9
4.5. Recommendations: ...................................................................................................... 9
5. Evaluation and control: ..................................................................................................... 10
5.1. Annual sales analysis................................................................................................. 10
5.2. Profitability control ................................................................................................... 10
5.3. Efficiency control: ..................................................................................................... 10
5.4. Strategic control ........................................................................................................ 11
6. Budget: .............................................................................................................................. 11
7.
3
References......................................................................................................................... 12
1. CURRENT MARKET And COMPANY SITUATIONAL ANALYSIS
1.1. COMPETITORS:
In the Oman region, Mercedes Benz organisation is active exclusively in the market segment of
premium and luxury cars. In this small market segment, majority of rivalry facing Mercedes Benz
organisation is from other highly reputed multinational luxury car manufacturers.
BMW
BMW Oman is a strong competitor of the Mercedes-Benz Oman as the BMW organisation is
constantly researching and finding new solutions for the customers in the Oman automobile market.
The innovative car designs and appropriate car models help the BMW Company to grow and prosper in
a proper manner that would be very much critical in the long run for the progress and development of
the businesses..
Audi
Audi organisation has entered the luxury car market of Oman with the aim of gaining a large share of
this market as it is a quickly growing market. For its operations in this region, Audi mostly relies on its
highly efficient global distribution network and for sales of the luxury cars, Audi has good partnership
with local car dealers with exclusivity deals. In addition to offering brand new luxury cars in Oman,
Audi Company is also very active in sales of used cars in the region, taking full advantage of the
market share. Engaging in both new and pre-owned luxury car segment allows Audi business
organisation to have more influence in Oman’s luxury car segment.
Land Rover
Unlike Audi business organisation, Land Rover has a complete business network and distribution
network in Oman to market and sale the luxury cars manufactured by the company. Another aspect that
helps Land Rover organisation in appealing to the customers in Oman is the very unique design of
Land Rover cars that differentiates the cars manufactured by Land Rover a unique appeal in the
industry in comparison to other luxury cars. Currently, Land Rover has numerous official showrooms
in Oman to increase its reach in the market and it also allows more customers to test drive Land Rover
cars.
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1.2. SWOT ANALYSIS
Strengths:
Mercedes-Benz Oman is equipped with all latest models of Mercedes Benz brand, providing the
customer with a vast auto mobile choice.(Omzest.com, 2015)
ZTC has a wide range of certified pre-owned Mercedes-Benz cars and all cars at the facility
undergo quality checks by certified Mercedes-Benz technicians, so the company is able deliver
quality and safe cars to the customers.
The technicians, supervisors and customer-attending staff continuously undergo training from
Mercedes-Benz-the Regional Centre in U.A.E or at the factory in Germany.
Weakness:
Mercedes-Benz is only operating in the 10.90 % of the entire automobile market.
Within this portion of the market ZTC has a tough competition with other luxury cars brands
dealers, hence it has a Limited customer demand.
The Mercedes-Benz is known for its Expensive spare parts and it has a low mileage.
Opportunities:
The government of Sultanate of Oman becoming a refined economic state that is encouraging
investment and entrepreneurships (Stetsons, 2015).
Oman’s automobile market is expanding rapidly and vehicle registrations are expected to
increase by 7.5% per annum.
Treats:
With the limited portion to operate in market the ZTC Mercedes-Benz is facing a tough
competition by other luxury cars brands
Customer shifting to other car brands can occur, which may impact the profitability of ZTC
Mercedes-Benz
1.3. PEST Analysis
Political
The political environment in Oman is quite stable and that strengthen the ability of Mercedes to
invest in its local operations of luxury car business. One aspect of political environment that is very
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likely to impact Mercedes business model is the increased awareness among politicians to protect
the environment. Towards this approach, EU is planning to make the standard stricter in terms of
allowed CO2 emissions from new cars. Such a policy change would increase investment of
Mercedes organisation in R&D.
Economic
The economic structure in Oman is very stable and local economy has witnessed steady growth at a
good rate in recent decade. This growth has enhanced the spending power of average car user in
Oman, making it possible for Mercedes Benz organisation to have a bigger target consumer base. In
addition to this, as the Mercedes Benz organisation is a multinational business organisation, its
operations will continue to get influenced based on the exchange rate of different currencies.
Social
The high pricing of Mercedes Benz cars and the premium brand image of company makes it a very
lucrative offer in the automobile market of Oman. Based on the social structure of Oman, it is very
likely that potential customers of Mercedes Benz in this territory would focus most on the quality of
product and the status symbol that Mercedes Benz cars present.
Technology
Automobile industry is quickly adopting to new technologies and Mercedes Benz Company
welcomes adoption of latest technological advancements. As the cars offered by the company are
all in luxury car segments, it is important for Mercedes Benz to offer high-tech solutions and
accessories with the cars. This includes accessories like air bags, well-tested windscreens, GPS
systems, and latest safety measures in the cars to make the vehicle more efficient.
2. MARKET SEGEMENTATION
The Market segmentation is the sub-dividing of market into homogeneous sub-sections of customers,
where any sub-section may conceivably be selected as a market target to be reached with a distinct
marketing mix.” (Kilter and Armstrong, 2012)
2.1. Geographic Segment:
Mercedes-Benz Oman has a limited operation within the boundary. Mercedes-Benz Oman mainly
market in the cities of Muscat, Shalala, Soar and Halima.
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2.2. Psychographics:
Psychographic segmentation use different psychological aspects to understand consumer’s unique
wants and needs. (Solomon, 2007). According to the psychographic segmentation approach, ZTC
Mercedes Benz divides the market into segments based on lifestyle, Social Status and values to gain
deeper insight of the consumer. Mercedes Benz is the demanded by the CEO or the top directors of
the companies, because it symbolizes their unique status and prestigious lifestyles.
2.3. Demographics:
Demographic segmentation divided the market into segments based upon primarily on income, age,
gender, education, occupation, and social class (Perrault, Cannon and McCarthy, 2009). The
demographic of the Mercedes-Benz owner, includes a Company’s CEO and Directors, individuals
with the household income over $100,000. The majority of the customers include male, and lower
percentage of female. The typical Mercedes Benz owner is about 40 years old and above. The ideal
targeting customers ages the 30-60.
2.4. Behavioral:
The segment is differentiated from the other market area on the basis of the behavior. The issues
that are faced by the businesses are resolved well by focusing on important strategies that can lead
the business towards progress and growth. If such problems are present that are resolved and the
business can emphasize on the changes in behavior of the customers as they want new and
enhanced vehicles that have a positive image in society and provide complete comfort and
satisfaction to the customers.
3. MARKETING Objectives
Capture at least 25% of market share for luxury cars in defined Target market. This goal can be
achieved through different promotional events.
Occupy leading position in the automobile market luxury cars category by conducting different
trade shows.
Create awareness among target audience by using excessive advertising especially using media
preferred by the target market.
Use unique features like good design, low prices and comfortable environment to create a best
customer experience and brand loyalty towards our brand.
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Enhancing customer experience and satisfaction for the next two years
4. MARKETING MIX STRATEGIES AND RECOMMENDATIONS
4.1. PRICING Strategies:
Mercedes Benz has different classes of automobiles available ZTC showrooms. The prices of the cars
will be as following (Mercedesbenzme.com, 2016):
Sedan and Coupes
In the Sedan and Coupes category Mercedes Benz has A, C, CLA, CLS, E and S class cars
starting from class A $40,400 to class S $119,400.
SUVs and Cross overs
In the SUVs category Mercedes Benz offers G Class, GLA, GLC, GLS and GLE SUV starting
from $42,400 to class S $103,200.
Dream Cars
In the Dream Cars category Mercedes Benz offers AMG- GT with price tag of $155,500, SL of
$99,300 and SLC from $ 48,400.
MPVs:
In the MPVs category Mercedes Benz offers V-Class from $49,900.
4.2. Product Strategies:
According to Clive Hammond, CEO of Mercedes-Benz Oman has a “continuing commitment to
delivering the Best Customer Experience.to enhances the Customer Experience Mercedes Benz can
implement the following strategies (Beard, 2013)
The company needs to treat their customers like the boss of company, if employee treated each
customer like they deal with their boss the service of the company will improve and so will the
customer satisfaction, the company need to thank the customers for providing you with the
business. you need to impress your customers and think they can raise your pay and always
keep your promises and integrity
Mercedes Benz needs to Focus on measuring their customer satisfaction and according to
studies 91% of unhappy customers will never purchase services from your company again and
measuring customer satisfaction will help you reduce unhappy customers. Different Survey
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Tools like Customer Satisfaction Metrics, customer support tools, score card etc. can be used to
measure it.
The company needs to Build customer loyalty, it will automatically increase customer
satisfaction because Customer satisfaction and Customer loyalty is interrelated to each other.
Attics such as to empowering and educating the customers about your products. Top level
managers must lead from the front with customer services and encourage customer’s
participations.
4.3. Placement Strategies
The company needs to take continuous feedback from the customers and if you personally visit
for the feedback, the customer retention will boom and avoid long boring surveys. The
placement of the business is crucial for the success.
Accessing and being able to gather the Email can serve a best channel for the company to
increase customer satisfaction and according to studies majority of the companies believe that
email marketing is the most effective channel in generating revenue.
4.4. Promotion Strategies
The business uses advertising, sales promotion, personal selling and public relations concepts
that are very much important for the effective sales and increased market share of the business
in the competitive business environment.
The social media is an efficient mean to track and monitor customer satisfaction. Nowadays
customers using their mobile phones up to 150 times per day, the social media channels can be
a better way to target the customer and receive customer complaints. You can channels positive
feedback and improved brand imaging.
4.5. Recommendations:
Mercedes-Benz Oman can launch a free Service Week, this way the company can receive positive
feedbacks from the customers
Conducting frequently cars trade shows and encourage the customers to visit and they can test drive
cars.
Mercedes Benz cans spongers events to attract customers and educate the customers about their
offerings and services.
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Mercedes-Benz Oman can offer different wining chances that can attract the attentions of
customers around the market.
The reduction in the prices of the some cars will help in switching the customers from the
competitors... This is accomplished by reducing the overhead costs like OWN payment etc. by
developing efficient distribution mechanism.
Mercedes Benz Oman can use electronic and print media for the advertisement of their classical
car.
Mercedes Benz can develop customer feedback services that can continuously monitor customer’s
satisfaction.
5. Evaluation and control:
5.1. Annual sales analysis
The annual sales analysis can help in comparing the expected sales with the company actual sales.
Secondly you can do market share analysis of the market and compare your sales with the competitor’s
sales (Ali, 2013). Market share analysis will help in identifying how well you reached your customers.
The company can conduct the financial analysis and compare all financial details with the market and it
will help in identifying the weakness with in the company’s operations.to check their performance, the
company can design a market based scorecard. This will help in identifying areas in which the
company is behind the market. It can help in identifying training requirements , market trends , treats
and opportunities arisen in the market , customers behaviours etc.
5.2. Profitability control
The profitability control can help the mangers in designed targeted sales and profit plans and control
the waste and other costs. Define the responiablites of each individual and helps in taking corrective
actions.
5.3. Efficiency control:
the sales manager can calculate sales efficiency by continuously checking the average sales call par day
, average cost , percentage of contracts, and customers lost and gains1.(onoya, 2013). The adverting
efficiency can be measured by continuously checking the percentage of customer noted to ads,
customer’s attitude and opinion .the distortion efficiency can be measured by the percentage of orders
delivered on time and correctly.
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5.4. Strategic control
The strategic control can be measured through the reviewing your market, the internal organizational
structure, suppliers, distributors and importantly your competitor and customers (Anon, 2003).to need
to monitor the company’s operation is running accordingly to company’s mission, vision and objectives
and continuously updating your information systems. Customer care system and integration systems.
6. Budget:
BUDGET HAS BEEN DEVLOPED USING MARKET RESEARCH (Magazine, 2016)
Advertising & promotional cost sorted down in the below table since the estimation cost is increased
around 10% in 2018 comparing to 2017 estimation cost of Advertising & Promotional Cost
Market Analysis Cost
2017
2018
$100,000
$300,000
$100,000
$120,000
$330,000
$120,000
$100,000
$700,000
$120,000
$740,000
$8,000
$8,000
Advertising & Promotional Cost
Advertising activities
Bill Boards etc.
1
TV/ Cable Networks
2
News Paper, Magazines, etc.
3
Displays & Road shows etc.
4
Internet based marketing
5
Promos activities
Hand-out programs
1
$50,000
Promotional Contest Prize
2
Sponsorships activity
Sponsorship of community events $80,000
1
Sponsorship of social seminars $20,000
2
$50,000
$80,000
$20,000
etc.
Grand Total
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$1485,000
$ 1588,000
7. References
Ali, M. (2013). Consumer behavior on Mercedes-Benz. [online] Academia.edu. Available at:
https://www.academia.edu/21450933/Consumer_behavior_on_Mercedes-Benz
[Accessed
3
Dec.
Available
at:
2016].
Anon,
(2003).
Strategic
evaluation
and
control.
[online]
http://web.idv.nkmu.edu.tw/~hgyang/Module9.pdf [Accessed 3 Dec. 2016].
Anon, (2016). OMAN Automotive Market Report
2016.
[online]
Available
at:
http://www.motorshow-oman.com/downloads/2016/Satyam/Oman-Automotive-Market-Report.pdf
[Accessed 3 Dec. 2016].
Beard, R. (2013). Increase Customer Satisfaction (9 Strategies). [online] Client Heartbeat Blog.
Available at: http://blog.clientheartbeat.com/increase-customer-satisfaction/ [Accessed 3 Dec. 2016].:
Focus2Move.
(2015).
Oman
Archives
|
Focus2Move.
[online]
Available
at:
http://focus2move.com/product-category/autodata/oman/ [Accessed 3 Dec. 2016].
Kilter, P. and Armstrong, G. (2012). Principles of marketing. 1st ed. Boston: Pearson Prentice Hall.
Magazine, B. (2016). Outdoor Possiblities. [online] Business Today Oman. Available at:
http://www.businesstoday.co.om/AD-SPEND/AD-Spend-Survey-2008/Outdoor-Possiblities [Accessed
3 Dec. 2016].
Mercedesbenzme.com. (2016). View All Vehicles | Mercedes-Benz Oman. [online] Available at:
http://mercedesbenzme.com/oman/en/footer/why-mercedes-benz/view-all-vehicles/?body=21046
[Accessed 3 Dec. 2016].:
Motc.gov.om.
(2016).
Ministry
of
Transport
and
Communications.
[online]
Available
at:http://www.motc.gov.om/DefaultEn.aspx?SectorID=lJHlc66Pfg47VVok1eTw%2fw%3d%3d
[Accessed 3 Dec. 2016].
Omzest.com. (2015). Zawawi Trading Company LLC | Omzest. [online] Available at:
http://www.omzest.com/companies/zawawi-trading-company-llc.html [Accessed 3 Dec. 2016].
Onoya, k. (2013). MARKETING EVALUATION AND CONTROL. [online] prezi.com. Available at:
https://prezi.com/hfqz2ogzrhef/marketing-evaluation-and-control/ [Accessed 3 Dec. 2016].
Perreault, W., Cannon, J. and McCarthy, E. (2009). Basic marketing. 1st ed. Boston: McGraw-Hill
Irwin.
Solomon, M. (2007). Consumer behavior. 1st ed. Upper Saddle River, N.J.: Pearson Prentice Hall
Tsetsonis,
A.
(2015).
UAE’s
automotive
sector
overview.
[online]
(http://www.emiratesnbd.com/plugins/ResearchDocsManagement/Documents/Resear
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Available
at:
ch/Emirates%20NBD%20Research%20UAE's%20Automotive%20Sector%20Overview
%204%20February%202015.pdf )
13
pdf
page
2 [Accessed 3 Dec. 2016].
SHR037-6: Marketing Management
Assessment 2 Task
Case Study: Toyota in Oman
The Marketing task:
Over the years, the Toyota brand has been managed by the Saud Bahwan Group(SBG) in
Oman, who continue to build on the brand by ensuring that it does not only excel in product
excellence, but also in customer satisfaction. Toyota is now considered to be one of the
most trusted brands in Oman.
In keeping with its brand promise of ‘exceeding customer expectations’, Toyota has recently
introduced an ‘innovative and class-leading Hybrid sedan’, the Toyota Prius, spearheading a
new era in hybrid technology across the Middle East.
As a Marketing Consultant, you have been approached by the CEO of the Saud Bahwan
Group (SBG) to develop a Marketing Plan for the Toyota Prius Brand which will enable the
company to achieve even better customer satisfaction over the next three years.
Case Study: Toyota in Oman
About SBG
Saud Bahwan Group : Touching People's Lives
Over the years, Saud Bahwan Group has got even closer to its customers…with activities so
diversified & deep reaching that they touch almost the entire population of Oman.
Saud Bahwan Group's nationwide presence even in the remotest locations of Oman ensures
that the Group's activities continue to make a positive difference, in Automotive & Allied
business, Heavy Vehicles, Construction Equipment, Turnkey Projects, Special Equipment,
Municipal & Civic Services, Property & Real Estate and Travel & Tourism.
These are supported by massive investments made to ensure the highest standards of
excellence in all activities. A network of branches across the nation with more on the way –
fulfilling the Chairman's vision of providing a facility within a 30 km. radius of the customer,
anywhere in Oman.
Round the clock, round the year service facilities spread across Oman offer customers a
service unique to the entire Gulf. High parts availability is ensured through a network of 62
outlets and over 300 dealers. And satellite links with overseas principals.
Providing SBG with a strong technological edge is a dedicated computer centre – the largest
in the private sector in Oman. The centre provides sound, customer – centric business
solutions using a state of the art IT infrastructure. Over the years, the Group has developed
many mission critical systems that provide vital information for managing many business
operations, effectively.
However, sophisticated technology requires equally talented manpower to exploit its full
potential. That's why SBG holds in high regard its talented team of professionals who
continue to set new standards in various functional area.
The Group is totally committed to national priorities and continues to play a major role in
developing a large base of local talent through extensive training of Omanis.
Always on the lookout for new challenges and opportunities, the Group continues to
confidently foray into new fields – in new sectors of the economy. However, even more
important than the objective of growth in turnover it that of raising customer care to
greater heights. A special Customer Care Cell headed directly by the Chairman ensures that
as the organisation grows, it gets even closer to the Customer.
A special Customer Care Cell headed directly by the Chairman ensures that as the
organisation grows, it gets even closer to the customer.
In pushing outward the boundaries of excellence, the goal has always been "Customer
Satisfaction No. 1".
Toyota in Oman
Toyota: Spreading Smiles of Satisfaction
'Bring Home Joy … Bring Home A Toyota' is a line deeply etched in the hearts and minds of
customers in Oman. It reflects the customer delight associated with Toyota - a brand that
has not merely lived up to its promise, but has elevated customer satisfaction to a new high.
Indeed, Toyota is one of the most trusted brands in Oman. Its popularity has been growing
over the years is not only due to the product's excellence but also to the 'customer firsts' in
marketing and after sales support pioneered by the Saud Bahwan Group.
SBG's initiatives & investments have included painstakingly building a world class Sales,
Parts and Service infrastructure. Enormous, yet easily accessible, it provides a full-fledged
Toyota facility within a 50 Kms radius of every customer - anywhere in Oman.
In Muscat, the Toyota Service Centre is one of the world's largest state-of-the-art facilities,
equipped with 745 stalls.SBG is proud to extend expert 'service with a smile' to customers –
round the clock, round the year.
The state of the art Mega Body Shop at Ghala is amassive operation employing
sophisticated assembly line repair systems offering prompt service to customers with
minimum waiting time.
Also located in Muscat, the Toyota Warehousing facility spread over 62,5000 Sq. m., stocks
over 150,000 line items and distributes them across a nation of 309,500 Sq. Km. - ensuring
delivery within hours, anywhere in Oman.
These massive investments, coupled with SBG's dynamic marketing initiatives provide
Toyota the leading edge. Strategic, timely promotions that are periodically deployed,
sharpen and surpass customer expectations.
Innovative schemes, exclusive customer meets, motor shows and caravan road shows
further fuel customer enthusiasm – to enhance the 'total Toyota experience'.
While thousands of individual owners of Toyota are almost unanimous in their reason for
having bought it, the brand has also become a favourite with large and small institutional
buyers. Many of them have totally standardised their fleet with Toyota.
SBG's ingenious and innovative efforts to make Toyota synonymous with automobiles in
Oman have been recognised and rewarded by innumerable awards from Toyota Motor
Corporation. Including the 'Best Management' award – a first amongst 175 Toyota
distributors across the world. The Group has also been consistently ranked amongst the
world's top 5 distributors by Toyota Motor Corporation…
These tributes to SBG's spirit of excellence spur the group to reach ever higher … achieve
ever greater levels of customer satisfaction.
Toyota's Brand Promise
Toyota, a globally local brand, promises the customers of its two unfailing traits which also
form the two pillars on which its brand promise is built –'Peace of Mind' and 'Waku Doki'.
Toyota,a brand that is synonymous with QDR (Quality, Durability& Reliability) and has a
strong focus on safety, keeps your mind at peace on one hand and on the other gets your
heart racing with range of exciting cars and thereby creating a sense of 'Waku Doki', a
Japanese word which means –intense adrenaline rush.
With every action Toyota aims at exceeding expectations of the customers, thereby ensuring
their smiles… which elicit pure joy & our success.
The brand promise is built on the foundation of beliefs close to the heart of the company and
the customer.
SUPERIOR PEACE OF MIND:
Quality Durability Reliability
Uncompromising and advanced levels of Quality, Durability & Reliability (QDR) are in the DNA
of Toyota. From the early stages of the design process up until our cars roll off the assembly
line, QDR is infused at every stage. Toyota spends $ 1 million per hour on R&D, globally. Every
Toyota thus is made with an aim to make a failure-proof car. Generations of long standing
trust in Toyota are testimony to this fact.
Safety
For us, the journey towards a safe road never ends. This belief, along with our collaborative
research efforts, drives us to create advancements and innovations in safety that have helped
(and continue to help) prevent crashes and protect people. Sparing neither effort nor expense
to ensure highest standards of safety, Toyota crashes nearly 1600 actual, fully-built cars in
controlled collision tests each year.
Value For Money
Toyota builds vehicle that offer a rewarding ownership experience. Rewarding to own, to run
and to resell - even after many years down the road. Toyota owners get more than an
automobile – they get great value. Truly, Toyota believes in delivering far above expectations.
It, therefore comes as no surprise that 80% of Toyotas sold 20 years ago are still on road
today…
Environmental Leadership
Toyota remains at the forefront of effort to build cleaner, greener cars that are gentle on the
environment. Building cleaner vehicles isn't the only way Toyota works to help the
environment. Toyota applies its passion for Environmental Leadership and applies it towards
building better communities for the future. Hybrids are a step towards this ideology and
Toyota saved 500 million gallons of gasoline annually through its innovative Hybrid models
WAKU-DOKI:
Fun to Drive
We at Toyota believe cars are not just meant for commuting. Cars are meant to make life full
of exciting journeys. We make cars that can set your heart racing, giving you an adrenaline
rush which lasts with you even after you have reached your destination. A cautionary word,
don't get carried away…drive safe!
Stylish
While Toyota Cars are renowned for their QDR across the globe, what makes it even more
appealing is the sense of style that every Toyota Car exudes. We make cars so stylish that they
turn heads wherever you go. It puts you in spotlight, elevating your personality to an all new
high. Go Flaunt!
Youthful
Youth is an untamed spirit, a bold,positive & radiant energy that is the driving spirit of Toyota.
Breaking new grounds, creating paths where none ever existed. Youth is a trailblazer,
adreamer.
Be Young. Feel young. Drive a Toyota…drive your passion.
Innovation
Kaizen is a way of life at Toyota. We strive for improvement at each step. We strongly believe
no matter how well things can be done, there is always a better way.
At Toyota, it is always an endeavour to be at the forefront of automotive innovation, thus
enriching lives around the world and aiming to build a future society, full of smiles
News & PR
Own a Toyota Prius with Exciting Benefits
Toyota’s innovative and class-leading Hybrid sedan, the Toyota Prius is a favourite among
those who love to enjoy more out of every journey.Whilst maintaining a cordial relationship
with the environment.
Toyota Prius stands out as a global hybrid icon. Every detail has been optimised to make it
both advanced and efficient. Its cutting-edge lightweight materials, combined with its
proven hybrid technology, all work harmoniously to enhance performance while maximizing
and redefining efficiency.
Customers on the lookout for a new car that is also impressive in terms of fuel economy can
experience the Toyota Prius by visiting any Toyota showroom. The Prius is now available
with Cash Gift of RO 1500 and 1 Year Comprehensive Insurance (Oman only),” (Terms &
Conditions apply. Visit a Toyota showroom to know the exact details.)
The Toyota Prius is by far the world’s most successful hybrid that has been spearheading a
new era in hybrid technology across the Middle East. The fourth-generation Prius not only
brings ground-breaking technology & performance to the fore but also encompasses a funto-drive-spirit that promises to appeal to driving enthusiasts.
Creating a significant impact in terms of sustainable mobility, the Prius stands apart with a
striking design that complements its refined interiors. It delivers superb driving dynamics
with remarkable engine performance & fuel economy. Its advanced safety technologies
signify comprehensive protection for passengers.
The world’s first mass-produced hybrid vehicle, the Prius fulfils a demand for vehicles with
exceptional fuel efficiency. Successive generations of the Prius have highlighted Toyota’s
commitment to environmentally conscientious forward thinkingand led the company’s drive
towards the creation of the ultimate eco-car.
The Prius is a triumph of technology and boasts significant advances in every area, with a
clever, class-leading aerodynamic design that allows it to offer excellent fuel and emissions
efficiency without sacrificing either cabin space, driving ease or comfort.
It is a symbol of Toyota’s innovative nature and inherits Toyota's legendary QDR (Quality,
Durability and Reliability). Combining improved aerodynamics, excellent handling and
comprehensive safety features with an elegant interior designed to pamper its occupants,
the Prius represents another step forward for Toyota’s renowned hybrid technology.
The Prius is a superior hybrid and eminently versatile. Unlike most of the other hybrids, the
Prius can be driven completely on electrical power or with a combination of electric motor
and gasoline engine depending on the driving behaviour.
Based on the advanced Toyota New Global Architecture (TNGA) – an innovative, integrated
development program for powertrain components and vehicle platforms – the all new Prius
takes the hybrid driving experience to another level, thanks to a lower centre of gravity,
increased body rigidity and improved suspension.
The Prius design is based on Toyota's Iconic Human-tech design philosophy of fusing
emotional and rational vehicle factors. The exterior of the Prius hints at the car's advanced
functions while also expressing its fun-to-drive spirit, creating an instant and lasting
impression.
The Prius has advanced full-colour, dual 4.2-inch TFT displays with a full-colour meter that
has high brightness, contrast and precision. The colour Head-Up Display (HUD) projects a
range of important information – from driver alerts to navigation, speed and an energy
meter – on to the windscreen in the driver’s line of sight. The audio system harmonises the
ride, with 10 JBL speakers placed optimally throughout the cabin.
The Prius also has a convenient wireless charging system, which allows users to simply place
a ‘Qi’ - enabled device on the pad to initiate charging.
A 1.8-litre, 4-cylinder VVTi Atkinson cycle petrol engine has been completely re-engineered
in the Prius, with remarkable results in terms of performance and fuel economy. The body
torsional rigidity on the Prius has been increased by approximately 60% compared to the
previous model.
The Prius sets high standards for safety with an impressive array of active and passive
features. These include 7 airbags to protect the driver and passengers, active front head
restraints and HUD. There are also 3-point front and rear seatbelts with ELR (Emergency
Locking Retractor), pretensioners and force limiters. The Electronically Controlled Brake
System employs a newly developed Active Hydraulic Booster. It also incorporates active
safety features such as the Anti-lock Braking System (ABS), Vehicle Stability Control (VSC)
and Traction Control (TRC).
It also boasts advanced features such as Regenerative Braking (A system that charges the
battery when brakes are applied and during deceleration), Lane Change Assist with Blind
Spot Monitor (Developed to warn the driver if there is a vehicle on either side while
changing the lane). The Rear Cross Traffic Alert (Helps the driver when backing out from a
parking space by detecting vehicles approaching from the right or left, on the rear of the
vehicle)
Specifications of vehicle imported from Toyota Motor Corporation are as per the GSO
Conformity Certificate applicable to the model/grade. Parameters such as vehicle weight,
dimensions & fuel economy could vary from the GSO Conformity Certificate due to fitment
of dealer installed non-Toyota accessories. Pictures and colours shown may differ from
actual specifications.
In Oman, the nationwide parts and service network of Saud Bahwan Automotive support
Toyota’s outstanding product quality. No wonder that today, Toyota is one of the most
trusted and well-known brands.
(Source: toyotaoman.com)
Assessment 2 Information Sheet
To be supplied to students when they receive the coursework assignment task
Unit Co-ordinator: Dr Rosemary Burnley
Unit Name: Marketing Management
Unit Code: SHR037-6
Title of Coursework: Individual Marketing Plan Report
% weighting of final unit grade: 60%
Assignment Brief
Submission
instructions
Assignment should be submitted on the designated date by 12 noon Oman time (8.59am UK
time).
Pages should be numbered. Headings and sub-headings must be provided.
All areas of the plan must be considered.
Your full name, ID, the unit title and code number must be clearly marked on the assignment top
sheet.
Coursework must be submitted on BREO by the date and time specified. Late work is not accepted, and
will be deemed a fail and graded G (0) (no work submitted).
Learning Outcomes
The completion of this assignment requires you to demonstrate the ability to:
•
Identify and critically evaluate environmental factors that can affect organisational success.
Categorise and analyse the environmental factors at play and consider their impact on the
Organisation under consideration.
•
Undertake a marketing audit of an organisation. Identify and critically assess in a comprehensive
fashion the current strengths and weaknesses of the organisation relative to its external
environment.
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•
Apply consistently in-depth knowledge and reference relevant marketing management
theories/concepts. Generate a variety of ways of tackling a selected problem and identify options
that have a chance of success in the organisation under consideration.
•
Identify quantitative and qualitative “information gaps”, and the relevant sources needed to fill
such lacunae. Prepare and use IT to aid efficient searching, evaluation and selection of
information, exploring alternative lines of enquiry where appropriate. Present information
effectively, including evidence to support your conclusions.
•
Identify and critically assess in a comprehensive fashion the current marketing strategies
employed by the organisation in its market. Evaluate and synthesise information from different
sources, theories and principles, and communicate relevant information effectively, and with
accuracy. Put forward relevant and robust strategic recommendations for the organisation.
•
Critically analyse the effectiveness of your strategy, including factors that had an impact on the
outcomes, and identify ways to take the firm/organisation forward, and ways of further developing
problem solving skills
Format for submission
The word limit is 2,500 words excluding cover page, references in the bibliography and the
appendices. Your cover page must have your full name and ID number.
All work should be word processed using either Times New Roman or Ariel font, with line spacing of 1½
and justified.
References must include academic sources.
No more than 50% of references may be from the internet.
Assignment Detail
Assessment 2: Individual Marketing Plan Report
Marketing Plan for Toyota Prius (Oman)
The Marketing Plan Task:
Over the years, the Toyota brand has been managed by the Saud Bahwan Group(SBG) in Oman, who
continue to build on the brand by ensuring that it does not only excel in product excellence, but also in
customer satisfaction. Toyota is now considered to be one of the most trusted brands in Oman.
In keeping with its brand promise of ‘exceeding customer expectations’, Toyota has introduced an
innovative and class-leading Hybrid sedan, the Toyota Prius, spearheading a new era in hybrid
technology across the Middle East.
As a Marketing Consultant, you have been approached by the CEO of the Saud Bahwan Group (SBG) to
develop a Marketing Plan for the Toyota Prius Brand which will enable the company to achieve even
better customer satisfaction over the next three years.
To help with the development of your Marketing Plan Task, you have been provided with a case
study generated from recent articles on Toyota in Oman.
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Your Marketing Plan must include the following:
•
•
•
•
•
•
•
•
Executive Summary
Introduction and objectives – Your introduction should include relevant background
information on Toyota in Oman
Current market and company situational analysis, including the competition (apply
Porter’s Five Forces model), consumer behaviour, SWOT and/or PEST analyses.
Market Segmentation- this should emanate from your market situational analysis. You must
identify current and possibly new market segments for Toyota Prius
Marketing Plan Objectives – must be specific and realistic. Apply the SMART Rule.
Marketing mix strategy recommendations- Note that you will need to recommend your
marketing mix strategy for Toyota Prius. Your recommendations should stem from the
market and company situational analysis. Your strategy recommendations must be relevant
to the segments identified in your market situational analysis. You are also expected to use
relevant strategic marketing planning tools to inform your recommendations.
Evaluation and Control – how would the plan be monitored? What tools would you employ?
Consider the Key Performance Indicators (KPIs).
Budget- provide a costing for each of your marketing mix strategy. I do not expect you to
come up with specific figures, but your costing should be based on research.
Additional Guidance on the Marketing Plan Report
1. Objectives – objectives need to be SMART but it is unnecessary to explain in detail how smart
they are.
2. The balance between market analysis and the actual planning/actions– ensure that your
submissions are balanced with regards to analysis and planning. For example, do not use a lot of
space summarising the analysis, at the expense of setting objectives and planning objectivespecific marketing strategies and tactics.
3. Vagueness – planning needs to be very specific; stating that you will use ‘social media’ for
promotion because it is the ‘most efficient tool’ is not enough. You need to explain the social
media tool (s) – what they are, why you are using them and how you would use them.
4. Academic content – you are expected to apply models, and not just describe or define them.
For example, your SWOT or PEST analyses should not read like textbooks in which you explain
what SWOT or PEST are – this is essentially incorrect. You need to apply them and not describe
them.
5. Executive summary – an executive summary should be written in a way that allows the
executive who reads it to know what the problem is and how it is to be solved. Essentially, it is a
summary of your problem statement, objectives and how to achieve them (i.e. how to solve the
problem).
6. Secondary data use – Analysis should be supported with secondary data (from the literature).
You should demonstrate wider reading and acknowledge the sources of your information, both in
the main body and in your bibliography. Avoid making very bold but not substantiated statements,
such as ‘the only motor car company’ in Oman’ or ‘massive campaign’ or ‘massive customer
segment’. Give numbers if you think the segment is large and compare it to other segments to
give an idea of the size of it. Worth noting that your product offerings must relate to your chosen
segments.
7. Presentation and structure – to achieve an excellent grade, your presentation needs to be
immaculate – this includes numbering tables, referencing correctly etc. Do not present a lot of
data and information in tables as appendices. Data or statistics that refer directly to your
discussion in the main body, should be presented in the main body. Tables and figures – tables
and figures need to be numbered and each should have a title that is self-explanatory. Your
analytical content must be high, demonstrating critical thinking and the ability to apply relevant
marketing concepts (refer to the marking criteria).
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8. Word limit – 2,500 words. This will exclude your references in the bibliography, the
appendices, and the cover page. Please, note that your cover page must have your Full
Name and ID Number.
New Assessment Regulations
In response to student feedback the University has revised the regulations that govern how your work is
assessed, by introducing the use of a percentage scale to replace the previous letter grades.
More information for students is available on BREO, in the “Assessments Information for students”
community.
The full regulations are available at: http://www.beds.ac.uk/aboutus/quality/regulations
The table below shows the percentage points to which grades are mapped.
Grade
A+
A
AB+
B
BC+
C
CD+
D
DE
F
FG
Percentage
Points
80 - 100
75 -79
70 -74
67 - 69
64 - 66
60 - 63
57 - 59
54 - 56
50 - 53
47 - 49
44 - 46
40 - 43
35 - 39
25 - 34
1 - 24
0
Marking Criteria for the Marketing Plan Report
To obtain an A grade you must:
•
•
•
•
Demonstrate a thorough understanding of the task for the Marketing Plan
Display knowledge of the concepts/theories involved and an ability to apply them effectively.
Provide evidence of further reading, including academic journals.
Demonstrate the ability to select critical aspects of the plan, evaluate them and communicate the
conclusions and strategic recommendations effectively
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To obtain a B grade:
• Show a clear understanding of the tasks for the Marketing Plan
• Display knowledge of most of the concepts/ theories involved and an ability to apply them
effectively.
• Provide evidence of wider reading.
• Demonstrate the ability to select critical aspects of the plan, evaluate them and draw sound
conclusions and strategic recommendations.
To obtain a C grade:
• Show an adequate understanding of the tasks for the Marketing Plan
• Display knowledge of some of the concepts/ theories involved and an ability to apply them.
• Provide evidence of some wider reading.
• Demonstrate the ability to select key aspects of the plan and provide analysis of these.
To obtain a D grade:
• Show some understanding of the tasks for the Marketing Plan
• Display knowledge of some of the concepts/ theories involved and an ability to apply them.
• Provide evidence of some wider reading.
• Demonstrate the ability to select key aspects of the plan and provide analysis of these.
To obtain an E grade:
• Made an attempt to complete the tasks of the Marketing plan
• Display little knowledge of the concepts/ theories involved.
• No evidence of academic reading.
• An inability to recognise the key aspects of the plan.
To obtain an F1/F2 grade:
• Work of little academic merit.
To obtain a G grade:
• Work of no academic merit.
• No attempt.
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