MARKET SEGMENTATION, TARGETING, AND POSITIONING: IRIBUS -IVECO OF ITALY

7/22/2019 MARKET SEGMENTATION, TARGETING, AND POSITIONING: IRIBUS -IVECO OF ITALY

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Tahseen Farhan 073 232 030

Mashrifa Hossain Naba 081 732 030

Rezwana Newaz 082 416 030

Sayeed Md. Ibrahim 083 132 030

Ahatashamul Arefin 083 611 030


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REZWA


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Numerous and equally balanced competitors. Ashok Leyland: Ashok Leyland is in the transport

solutions industry for over five decades, offering a worldclass range of trucks, buses, special vehicles and engines.

DAF Trucks: DAF Trucks N.V. is a wholly ownedsubsidiary of the North-American corporation PACCARInc.. DAF works according to the Build to Orderprinciple.

Global Enterprise Company: It is a division of Arabian

Construction Engineering Group of Companies(A.C.E.C), offering value added support to the rapidlygrowing construction industry in the State of Qatar.

1. Foton Lovol2. Sany Group

REZWA


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Mercedes Benz Trucks & Buses: NBK Automobiles isthe Mercedes-Benz General Distributor in Qatar .Mercedes-Benz Trucks combine comfort, economy andsafety in every vehicle. They are professionals prepared

for any task.1.Actors 2. Axor 3. Atego3 types of buses for regular service, tourist coaches and

rural service.

Tata Daewoo : The Tata Daewoo Commercial VehicleCompany (TDCV) is South Korea's second largestmanufacturer of medium and heavy-duty trucks. TataDaewoo commercial vehicles launched Tata Novus inQatar in 2006.

REZWA


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Number of Iveco dealers like Al hamadAutomobiles, NKM automobiles, Ibin Ajayanetc.

Suppliers are concentrated in Qatar andforced to cut their prices or go out of business.

On the other hand, in Iveco industry

supplier's product is an important input ,thispoint can be consider as a opportunity forsuppliers in this industry , because without thevehicle and spare parts clients has no close

substitutes. REZWA


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The volumes of purchasing Iveco vehicles in Qatar arenot very large, which is not a threat.The road vehicles 13.7%Vehicles for the transport of goods and to special

use7%

But, buyers can have full information and comparisonof different type of Ivecos that is available also theyhave several options to choose dealer network for their

reasons. As this is a exclusive product for its overall cost and

purpose there is a high level of loyalty to a certainbrand, as well, which lower the bargaining power of

buyers to some extent. REZWA


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Barrier is insignificant for the majority ofpotential foreign investors in the concernedindustry if they have own brand demand,

significant funds for quality management,marketing and design.

New competition will add capacity to the

industry and increase the demand andprices for inputs which results in lowerindustry profitability.

REZWA


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They are permanent possessions of great

value; the risk of substitutes is markedly

low.

There is a tradition on domestic market of

Iveco purchase, which belongs to the

concerned class, who are involved in a

serious business.

REZWA


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Political Economic

Social Technological

Environment

MASHR


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GOVERNMENT

STABILIT

Y

CORRUPTION

TAX

MASHR


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Inflation rate2.2%

GDP30%

Interest rate4.5%

Unemployme

nt rate0.5%

Importpartner

8.34% withItaly

Economic

growth7.5%

MASHR


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Occupation

Living standard

MASHR


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Produc

t Price

PlacePromot

ion

MASHR


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Bus

Oil Container

Construction Vehicle

MASHR


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Geographic segmentation: Qatar has 39 different cities. Doha isthe capital of Qatar. 80% of the population lives in Doha. So as a

result we will start our business in Doha. Al Wakrah is the

second city of Qatar. In this city 46% of all industry conduct

their business.

Behavioral Segmentation: In Qatar, on occasion industrial

people, declare incentives, benefits, to their employee. Maximum

industries ensure the transportation facility for their employees.Industrial people buy industrial vehicle in every 3 year. Average

rate of buying new vehicle is 3.5 in every three years. Qatar

people are not brand loyal.

Ibrahim


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Business Market : Our first priority is to

sell heavy, medium and light industrial

vehicles to Qatar because Qatar has

produced large industry sector in their

country. In Qatar oil and gas companies

conduct their business. They need gas and

petroleum container vehicle to conductbusiness. In Qatar, every industry changes

their vehicle in every 3.5 year

Ibrahim


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Price: We will set our product price competitively

lower than our competitor, because initially

customers would not be interested to buy high price

vehicle. Benefit: Our product will give more fuel efficient

transportation system. Hence it will be cost effective

for companies Performance: Performance of our product will be

very good comparing the price of other competitors.

We will provide same performance, and quality

comparing with other competitors. Ibrahim


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UNIQUESELLINGPROPOSITION

(USP)

Our USP is offering our product for one

month free trial. If customer likes our

product, they can order the product. There

will not be any charge for this trial period. We

will make sure some products are available in

our stock so that we can provide our productwithin a day

Ibrahim


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The general pricing objectives for our products will

include survival, market share leadership and

relationship building. MAN, SCANIA and DAF are the

well known companies who are selling similar productsand we are making sure to sell our products much lower

then what they are offering. MAN, SCANIA and DAF are

using very high priced strategy which we found while

surveying the market. But our pricing decision for theseproducts will be coordinated with the product, promotion

and distribution strategies

Ibrahim


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Wareho

use

Showro

oms

Servicecentre

Shopsellingrepairparts

AHATASHA


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Billboard advertising

Tradeshows

Sales force

Direct marketing

Brochures

Other promotionalactivities AHATASHA


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Joint Venture method of business mostly and

royal family/ government backing required

Government encourages foreign investment

Fast growing economy and development plans

are already on the way

TAHSEE


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Research on the market, business policies,

culture, values of the new potential market

Joint Venture method with a royal family

assistance best way to enter such markets

Competitor Analysis

Extensive distribution network set up

TAHSEE


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Documents

MARKET SEGMENTATION, TARGETING, AND POSITIONING: IRIBUS -IVECO OF ITALY