Marketing Management by

Umair ShahzadA-4022092

On Audi

Intake- 4London School Of business And finance

Merketing Plan

is firm wants to procure market shares as much as possible & earn the highest revenues

add value to their products from customers point of view

segment will be the premium people in the age group of 25 – 40 years

SITUATIONAL Analysis PestelPolitical:

 The regulation of Government considering the production of Carbon Dioxide

to a moximum of 140g/Km is an important factor that needs to be considered by the Automotive Industry

Economic:The automotive industry serves to different parts of the world in different countries. Therefore benefits with respect to International trade are on.ly possible if these fluctuations are carefully analyzed

SITUATIONAL Analysis Pestel cont.Technological:Shortage of petrol , has lead us to think about Electric cars that run on electric motors & with the mechanism of hybridisation.Audi has always been concious about these factors . To improve the fuel efficiency of its’s models Audi has always been researching on use of light body for its cars .

Social:Cars have been a necessity for the common crowd as well .However there are multicultural places like London that give UK a diversified cultural angle , as a Result of which people have different tastes & preferences

.

SITUATIONAL Analysis Pestel cont.

Enviormental:Many parts can be recycled i.e. Batteries , steel , etc, & there are high standards on exhaust fumes . Pollution is majorly caused due to the supply of fuel & their exhaust.Hazardous pollutants are emitted through the tailpipes & Combustion can never be perfect if diesel, gasoline & other fuels are burnt in the engines of cars.

Micro Analysis proter’s Five Forces

Competitive rivalry: Rivalry in the automotive Industry is quite high. The other car manufacturers are bmw, mercedes, toyota, general motors. There

is a neck to competition among these giants Some of these sell cheap & some sell at premium prices & few sell highly premium. They have different strategies to operate. Some firms produce luxury cars ,some produce high spead automobiles & few even produce supercars.

Threat of new entrants :Threat of new Entrants is Quite low . Organizations ready to join this industry will have to be potential enough to Compete with these existing giants. Market is saturated & the new companies will not be enjoying enough shares of the market & will face cut throat rivalry from the existing once.

Micro Analysis proter’s Five Forces

Bargaining power of suppliers: Suppliers of Audi Ag are very happy to work with it. Infact for many suppliers Audi is the best to deal with.Audi is very strongly linked to its suppliers . It’s a brand not only for consumers but also for suppliers who happily suffice Audis orders in terms of Quality & volume.

Bargaining power of customers:Bargaining power of customers is really high in Automotive industry. There are so many choices in the automobile industry because of the presence of so many brands that people have high potential to bargain.

Micro Analysis proter’s Five Forces

Threat of Substitute: Sustitutes for a car is not only a car . Substitutes are the products outside the industry i.e. trains , Buses, bikes, airoplanes ,etc. Eg. A change in price of gasoline will affect the services of these substitutes which indirectly will influence the automotive indusry s :

SWOT analysis

Strength:Auid is a very well known name in the world of cars. Brand loyalty is a remarkable asset for audi and its every model ever released. Audi has very high international statards.

Weaknesses

There are very rare customer who buy lamborghini reventon Z as it is goig to be a wolrds most expensive car. Rise in distribution cost are inevitable for a super car of this calibre.

OpportunitiesAudi has plan to invest in the auto market of US.Acquisitions is also one of the measures Audi will be taking to increase its market share. Asset leverage by all means will be a catalyst in that regard. They may also increase money through debt to further strengthen their financial structure.

Systematic regeneration & expansion of the product portfolio is required.

ThreatsStrict emission standards prevailing majorly these days can obstruct the profitabilty of the whole industry. Alongside , nations are just recovering from recession at this stage & a certain phase of credit crisis is still somehow dominant , therefore a firm needs to be very careful with its operations or market volatility might be only consequence

Product substitution is another point of very bad for Audi & other firms in the automobile industry. Presence of other means of transport [Train , Buses, Bikes etc. ] always enforces the automobile indusrty to get under pressure with their plans & operations

Marketing Objective

To increase the Brand Awareness of the product by 30 %

To gain more of the market share within the Growth Stage of the New ( Lamborghini Reventon Z )

To increment the total Revenue by 20 % .

Marketing Strategy

Ansoff’ matrix:Product Development is our future choice because as we are launching an existing product which has been highly modified , into an existing European Market, mainly UK

Tactics or Marketing Mix

Price:Lamborghini Reventon Z will definitely be sold at premium price of $ 850,000 which is justifiable with the given specifications of this machine . However, this price is less than that of its ancestor Reventon & is almost half the price of it’s rival BUGATTI VEYRON 16.4 , which again , adds mor value to its Unique selling points

Tactics or Marketing Mix cont.

Place: Lamborghini Reventon Z will be sold at the most prime locations through the showrooms of AUDI who are it’s manufacturers & also at various special world class events .

Tactics or Marketing Mix cont

Promotion:Fasten your seatbelts’ will be the slogan for this thunderous machine .Initiative will be taken through a pre-launch press release highlighting the product specifications & to make it into much awaited.

Host of biggest television motor shows such as ‘Fifth Gear’ can be invited to challenge ‘Reventon Z’ & compare it with the other supercars

Audi showrooms can used to show an onscrean visual demo of Lamborghini Reventon Z with a background sound of a special hip hop track .

REGARDS

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