Project on Corporate Sales by Richa

8/9/2019 Project on Corporate Sales by Richa

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A PROJECT REPORT

ON

MARKETING STRATEGIES FOR

CORPORATE SALES IN

CLASSIC HONDA

Submitted to:



ACKNOWLEDGEMENT

Nothing concrete can be achieved without a combinationof inspiration and preparation , although writing a fewwords on a piece of paper is not a proper way of acknowledging those who helped us in completion of this

project, yet the word coming from our heart and soulneed no mode of communication. So deed from our heart,

we are highly great full indebted to our guide Mrs.Monika those who took keen interest in the making project .

We would be failing our duty if don’t thank our all teachers and friends who helped us to collect all thematerial related to this project.

I also thanks to Mr. Satish kumar Goel , principal of our institute whose wisdom supplementedwith a study environment both inspiring and creative .

Submitted by:-Baby

Roll no:0800334003 .



TABLE OF CONTENTS

• DEPARTMENTS

• INSURANCE DEPARTMENT

• CUSTOMER CARE DEPARTMENT

• SERVICE DEPARTMENT

• SALES DEPARTMENT

• PROFILE OF COMPANY • RESEARCH METHODOLOGY

• INTRODUCTION OGF CORPORATE SALES

• CORPORATE SALES STRATEGIES

• MARKETING STRATEGY OF CLASSIC HONDA

• ANALYSIS OF DATA

• FINDINGS

• SUGGESTIONS

• CONCLUSION

• BIBLIOGRAPHY



Research Methodology

Research can be defined as the search for knowledge or any

systematic investigation to establish facts. The primary purpose for

applied research (as opposed to basic research) is discovering,

interpreting and the development of methods and systems for the

advancement of human knowledge on a wide variety of scientific

matters of our world and the universe. Research can use the scientific

methods, but need not do so.

The term research is also used to describe an entire collection of

information about a particular subject.

Research Methods

The goal of the research process is to produce new knowledge, whichtakes three main forms:

• Exploratory research, which structures and identifies new

problems.

• Constructive research, which develops solutions to a problem.

• Empirical research, which tests the feasibility of a solution

empirical evidence.

Research can also fall into two distinct types:

• Primary Research Primary research (also called field research) involves the

collection of data that does not already exist. This can be through numerous forms,



including questionnaires and telephone interviews amongst others. This information may

be collected in things like questionnaires, magazines and interviews. Primary Research is

market research that directly engages with the target customer segments or cohorts in

order to collect needed data for analysis. One form of primary research is focus groups.

• Secondary Research

Secondary research (also known as desk research) involves the

summary, collation and/or synthesis of existing research rather than

primary research, where data is collected from, for example, research

subjects or experiments. The analysis of research that had been

collected at an earlier time (for reasons unrelated to the current

project) that can be applied to a study in progress.

In social sciences and later in other disciplines, the following two

research methods can be applied, depending on the properties of the

subject matter and on the objective of the research:

• Qualitative Research

Qualitative research is a method of inquiry appropriated in many

different academic disciplines, traditionally in the social sciences,

but also in market research and further contexts. A set of research

techniques in which data is obtained from a relatively small group

of respondents and not analyzed with statistical techniques

• Quantitative Research



A type of research that seeks to quantify (support with numbers)

opinions, assumptions or behaviour. Methodologies may include

questionnaires, telephone or other polls.

Analysis of Data

Analysis plays a pivotal role in the data flow scheme with in a

retail organization. A typical retailer generates more than thousands of



data points through POS machine. It is difficult for a retailer to make

strategic decisions based on this raw data.

A typical retailer has large amount of sale data stored in their

systems. The new technologies have the ability to use these historical

data to improve retail productivity. To create sustainable advantage over

competition retailers are trying to enhance their product offerings,

services levels and pricing models. To prevent value attribution & to

protect margins, retailers are trying reduce their cost-to-serve per

customer & thereby making sure that the total cost of ownership of a

customer overtime is reduced.

Managing promotional plans is another critical area for retailers to

focus on and target customer more effectively and efficiently.

Small and mid size retailers are facing problem with limited

analytical resources to read the pulse of their business processes.Retailers are not able to follow up with day to day sales analysis,

category analysis and brand share analysis for all the products.

More retailers collect every transaction from every store, tract

every movement of goods and record every customer service interaction.

Hence, there is no shortage of data, but how does one translate all that

data into actionable information? How this information can be used to

make better decision. The main objective of a retail store IT department

is to convert the raw data into valuable and useful information.

Business analytics helps to get insights from the structured data,

such as sales and productivity reporting, forecasting, inventory

management, market basket analysis, product affinity, customer



clustering, customer segmentation, identifying trend, identifying

seasonality & understanding hidden patterns for loss prevention and

store administration.

Analytical techniques such as statistical analysis, data analysis and

analytical tools help in understanding patterns and trends within large

databases. When we use them for creating analytical models, they

provide the edge to decision making, while descriptive analysis helps to

identify issues and examine causes, predictive ness analytics enhances

the accuracy & effectiveness of decision making process.

Some analysis applicable to retailers are:

1. Reporting and sales analysis

2. Predictive analysis

3. Inventory management4. Promotion-effectiveness analysis

5. Demand forecasting

6. Brand and category analysis

Predictive analytics helps a retail organization to enhance its

decision making powers by looking at the future with analytical

rigidity. Predictive analytics holds the key to taking advantage of

these opportunities such that retailers can increase their ability to

forecast their customer’s behavior and plan accordingly. Data

analytics capabilities cover a number of possible analysis, using

statistical software such as SPSS, SAS, Excel and Minitab.





are provided to households and small companies are not corporate salesbut DSL services which are provided to a large company can beconsidered as a corporate sale. Corporate sales are considered veryprofitable because they are large sales and they result in strong

relationships with the buyers

Corporate sales are that sales which one organization sales to another organizationwithout middlemam or it is B to B sales

Corporate Sales is selling of a companies product and services to large

institutions, companies, or organizations. These sales are normallytransacted between the selling company's Corporate sales specialists /agent direct with the decision makers of the buying company.

Corporate sales refer to the business to business (B2B) sales. It is thesales activity that is characterized by the sales of a company's products toanother company. Here instead of the individual customer, the customer isanother company

Direct sale is direct marketing such as door-to-door, office-to-office, homeparty selling etc

corporate sales is lucrative for businesses

of all levels, but specially for small to average-sized businesses it is notsales from direct-marketing The corporate market segment is

significant and provides fitness clubs with an excellent opportunity togenerate incremental memberships and revenues.

With the continuous increases in health-related costs, it is nosurprise that employers view them as their number one concern.It is a well known fact that fitness-related programs helpcorporate executives control their healthcare costs. As a result,

they are very interested and motivated to explore the solutionsthat your corporate sales team can provide.

http://www.blurtit.com/


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What is the Corporate Sales Challenge?

Think sales training meets speed dating during a sales competition. At the end of the day, the team with the highest overall score is declared the winner, get themedals, the prizes, their name on the cup and the distinction as the best sales

people in Alberta.

Test and improve your sales skills

During the afternoon 10 of North America’s top selling experts will help you honeyour sales skills while you are challenged in the following 10 areas:

• Closing• Qualifying• Cold Calling• Prospecting• Negotiating• Goal Setting• Personality Selling• Relationship Selling• Objection Handling•

Customer Management

CORPORATE SALES STRATEGIES

Corporate Sales Strategies’ expertise, sales tools and ongoing support will provide you withvaluable resources and program management that guide you to achieve significant andsustainable results. Our comprehensive and detailed approach ensures that you maintainmomentum and focus on your core business and not have to divert significant time, effortor resources away from your current consumer sales initiatives.



Corporate sales are considered very profitable because they are large sales & theyresult in strong relationship with the buyers

Corporate sales is the selling of goods or services where the primary customer isanother business entity.

For example, DELL sells its computer and peripherals online to its customers. Tomanufacture a single computer, it buys computer parts (e.g. motherboard, circuitry,electronics) from different suppliers. As such, these suppliers engage inCORPORATE SALES because it sells its products to Dell, which intends to usethe said products for business purposes.

HONDA SIEL CARS INDIA LTD.

Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 asa joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, aSiddharth Shriram Group company, with a commitment to providing

Honda’s latest passenger car models and technologies, to the Indiancustomers. The total investment made by the company in India till date is





Rs 1620 crores in Greater Noida plant and Rs 784 crores in Tapukaraplant.

HSCI’s first state-of-the-art manufacturing unit was set up at Greater Noida,

U.P in 1997. The green-field project is spread across 150 acres of land(over 6,00,000 sq. m.). The annual capacity of this facility is 100,000 units.The company’s second manufacturing facility is in Tapukara, Rajasthan.This facility is spread over 600 acres and will have an initial productioncapacity of 60,000 units per annum, with an investment of about Rs 1,000crore. The first phase of this facility was inaugurated in September 2008.

The company’s product range includes Honda Jazz, Honda City, HondaCivic and Honda Accord which are produced at the Greater Noida facility

with an indigenization level of 77%, 76%, 74% and 28% respectively. TheCR-V is imported from Japan as Completely Built Units. Honda’s modelsare strongly associated with advanced design and technology, apart fromits established qualities of durability, reliability and fuel-efficiency.

VARIOUS MODELS OF HONDA CARS

Honda Jazz

Honda Jazz is the company’s first offering in the premium compact car segment. The Jazz is a segment-defining car that has won accolades andadoration all over the world. Widely acclaimed for its dynamic styling,spacious interiors, versatile utility and remarkable performance, the HondaJazz brings added fun and excitement to the driving experience.

The Jazz’s dynamic performance is achieved by a newly developed four-cylinder 1.2-liter i-VTEC engine, featuring Programmed Fuel Injection thatdelivers maximum output of 90 PS (66 kW) @ 6,200 rpm and Torque of 110 Nm (11.2 kg-m) @ 4800 rpm while giving impressive fuel economy of 16.1 km/l, as per ARAI test data. Safety of passengers and pedestrians is atop priority for Honda and all safety equipment is standard across allvariants. The Jazz practicality has been enhanced with three-mode “MagicSeat” configuration to achieve multiple seating and cargo-carryingconfigurations for long or tall objects in addition to the standard five-passenger mode. The Honda Jazz is available in two variants - Honda Jazzand Jazz Select edition in Manual Transmission. Additionally, both thevariants are available in 2 attractive types - Mode & Active.



Honda City

Honda's all-new Third Generation Honda City was launched in September 2008. It comes with a completely new design, new engine, spacious cabinand equipped with various active and passive safety features. Thecompany has also launched the 1.5 V MT & AT version of the City inSeptember 2009. The new Honda City is available as SMT, VMT and VAT.Additionally, all the variants is available in 2 attractive types – Eleganceand Inspire.

The all new Honda City achieved milestone sales with 50,000 units soldwithin one year of its launch. Since its launch in the country in 1998, HondaCity has been a best seller in the premium car segment.

The all new Honda City has bagged several awards including 3 Car of theYear and the prestigious ICOTY (Indian Car of the Year) 2009. The modelmade a clean sweep in the viewers’ choice category winning all 3 awardsannounced by NDTV Car India & Bike India Awards, UTVi Autocar Awardsand CNBC TV 18 Overdrive Awards. These awards truly exemplify theexperts’ as well as the customers’ admiration and trust in the product.

Honda Civic

The Civic is Honda’s largest selling model globally and is now sold inapproximately 160 nations and regions worldwide. Honda Civic waslaunched in India in July 2006 which became a runaway success and wasalso awarded the “Indian Car of the Year” in 2007.

The new Civic was launched in September 2009 with more aggressive andsportier look. The new V grade Civic juxtaposes Honda’s advancedtechnology with striking design. The new Curved 5 Point Metallic FrontGrille and restyled Front Sporty Bumper add to a pulsating and aggressiveappeal of the car. The introduction of stylized Dark Smokey Headlights &Crystalline Octagonal Tail Lights enhances the contemporary look of thecar. New Civic is available in 3 variants – SMT, VMT & VAT.



Honda Accord

The Honda Accord was first introduced in India in year 2003. HSCIlaunched the 8th generation Honda Accord in India in May 2008. TheHonda Accord is available in 2.4L and 3.5L V6 engine.

The 2.4L comes in three types in both Automatic and Manual transmission− Accord 2.4, Accord 2.4 Elegance and Accord 2.4 Inspire. The All-newAccord comes with 5-speed Manual Transmission and 5-speed Automatictransmission with Paddle shift, to give the exhilarating experience of F-1racing. The AT now has Shift Holding System which avoids unnecessarygear shifting on winding roads and helps in hassle free drive.

The Honda Accord V6 3.5-liter comes with Electric Sunroof and additionalluxury features for enhanced exterior styling. The 3.5L i-VTEC enginefeatures an advanced Variable Cylinder Management (VCM) system thatswitches between six-, four-, and three-cylinder combustion depending onthe driving conditions and thereby delivering maximum power of 275 PSduring six cylinder operation and impressive fuel economy in VCM modewhile cruising.

The new 8 th generation Honda Accord has also won the UTVi Autocar Best

Luxury Car award in 2009.

Honda CR-V

The Honda CR-V is sold as a Completely Built Unit (CBU) import and isavailable on confirmed order basis for the customers. The Honda CR-Vwas first introduced in India in July 2003. It went on to become the segment

leader since its launch winning several awards for itself. The all new 3rdgeneration CR-V was introduced in India in November 2006 which offeredits customers a distinctive combination of ‘the comfort of a sedan with thethrills of a SUV’. Honda CR-V was adjudged the ‘SUV of the Year’ byNDTV Profit Car & Bike and Overdrive and also won the ‘Best Driver’s Car’award by CNBC TV-18 Autocar Auto Awards in 2007.

Honda launched a refreshed version of the 3rd generation CR-V inNovember 2009.The new Honda CR-V offers its customers a distinctivecombination of refined styling and high quality. The Honda CR-V isavailable in 2.0 L - MT 2WD and 2.4L MT /AT Real-time 4WD.



MARKETING PLAN OF CLASSIC HONDA

January•Conduct Profit Improvement Seminar



February•Publish trade journal article

March

•Attend and speak at industry trade show•Conduct direct mail follow up for trade show contacts

April•Publish trade journal article

May•Advertise Profit Improvement Seminar•Promote seminar on Web site

•Issue press release•Send invitations to Profit Improvement Seminar

June•Conduct Profit Improvement Seminar•Publish trade journal article•Conduct seminar follow-up activities

July •Promote sponsorship of annual regatta•Invite clients to networkingevent•August •Attend and promote practice at sponsored regatta•September •Host client networking event•October •Publish trade journal articleNovember •Send invitations to Profit Improvement SeminarDecember •Advertise Profit Improvement Seminar•

The Marketing Road Map

•What to do•When it will happen•How to achieve•Who will do it•How much will it cost•How will you measure success

The marketing tools we plan to use include:•A Web site that promotes Spinnaker and provides resources for ourclients•A free monthly electronic newsletter (zone) on topics of interest toclients and prospects



•Presentations by our consultants at targeted trade shows•Direct mailings to follow up on contacts made at the trade shows•Publishing articles four times a year in industry trade journals•Contributing sponsorship for one regatta each year, for which we will

seek free publicity•Offering semi-annual seminars on profit improvement strategies for boatmanufacturers•Seminars will be promoted on our Web site, in our zone and with paidadvertising in industry publications.The marketing budget for the practice will be 20% of fees.

A Marketing Plan in Seven SentencesYou can find dozens of approaches for creating a marketing plan,but

guerrillaskeep it simple. They start with a one-page plan that consists of sevensentences to:

•Explain the purpose of your marketing•Spell out how you achieve that purpose by describing the benefitsyou provide to clients•Specify your target market•Describe your niche in that market•Outline the marketing weapons you will use•Focus on the identity of your business•Establish your marketing budget

T he Key to Marketing: The Marketing Plan

Running a successful business is not like a field of dreams; you can build it butthey might not come. Marketing is all about leting people know about theproduct or service you offer, and persuading them to buy or use it. And foreffective marketing you have to let people know about your product or servicerepeatedly. To do this, you're going to have to come up with both a marketingstrategy and a marketing plan.

What's the difference between a marketing strategy and a marketing plan?

The marketing strategy is shaped by your overall business goals. Itincludes a definition of your business, a description of your products orservices, a profile of your target users or clients, and defines yourcompany's role in relationship to the competition. The marketing strategy



is essentially a document that you use to judge the appropriateness andeffectiveness of your specific marketing plans. The CCH Business Owner'sGuidebook has an excellent explanation and checklist that you can use towork through your marketing strategy.

To put it another way, your marketing strategy is a summary of yourcompany's products and position in relation to the competition; your salesand marketing plans are the specific actions you're going to undertake toachieve the goals of your marketing strategy.

The marketing plan, then, can be thought of as the practical applicationof your marketing strategy. If you look at my article, "Writing TheMarketing Plan", you'll see that the marketing plan includes details about

your business' unique selling proposition, pricing strategy, the sales anddistribution plan and your plans for advertising and promotions.

So in effect, you can't have a marketing plan without a marketingstrategy. But a marketing plan without a marketing strategy is a waste of time. The marketing strategy provides the goals for your marketing plans.It tells you where you want to go from here. The marketing plan is thespecific roadmap that's going to get you there.

Continue on to the next page to learn how to start developing amarketing plan to put your marketing strategy into action.If you were going to drive from Vancouver to Halifax, would you reallyjust glance at a globe and then head out? Expecting to implement amarketing strategy without developing a marketing plan is just like thisanalogy. The more detailed information that's been collected beforehand,and the more planning that's been done ahead of time, the faster andmore pleasant the trip - and the more effective your marketing plan willbe.

The first step in developing a marketing plan is to create specificmarketing objectives and write them down. What do you want yourpromotion efforts to do for you?

If you're selling herbs, for instance, perhaps you want to increase yourmonthly sales by 25 percent. If you're a realtor, a good marketingobjective might be to get 10 new listings each month. My own marketingobjective is to gain a new client each month. Whatever marketingobjective you set, be sure it's realistic; you need to be able to achieve



the marketing objective if it's going to motivate you or serve as a goodbenchmark to evaluate your success.

Now the hard part. Under each marketing objective, write as many

specific things as you can that you are going to do to achieve theobjective. If I want to increase my monthly sales by 25 per cent, onething I might do is place some ads. But when I'm working on my marketingobjective list, I need to take the time to think it through so I'll be able tofollow through effectively.

Just "placing some ads" isn't specific enough to serve as a marketingobjective. I have to consider what type of ads and where I might place

them to increase my monthly sales. For instance, I might write, "place anad describing specials in the local newspaper" as a marketing objective,or "put ad on local TV station".

Then I have specific actions to follow that will help me achieve mymarketing objective rather than just a vague idea. If you're havingtrouble with coming up with these specific activities, or seeing how eachmarketing objective fits in with your marketing plan, reading "TheAdvertising and Promotion Plan" will help you fit all the pieces together.

Go over the list of specific activities you've brainstormed and check themagainst your marketing plan. Choose the ones that fit best with yourmarketing objectives and do the best job of targeting your potentialclients or customers.

Then, using your calendar, decide which promotional activities you'regoing to do when. You can break your marketing plan down by month orby quarter, but be sure you include not only a description of the activityor event, but also a reference to which marketing objective thepromotion activity or event is related to, and a cost estimate.Once you set up your marketing plan, remember that it needs to be anorganic, living document, not something you put into a nice folder andfile somewhere and never look at again. Take fifteen minutes every dayto review your goals and specific activities; what did you do thatparticular day to help you achieve the marketing objectives you've set?What do you need to do tomorrow? Too often we make plans or listobjectives and then get so enmeshed in all the things we have to do torun our businesses that we shunt them aside. Taking fifteen minutes aday to review your marketing objectives, marketing plan, and marketing



activities goes a long way towards helping you stay focused and on trackand market your products or services effectively.

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Strategy 1 Strategy 2 Strategy 3Develop a Web sitethat

Build Web siteawareness

Reach and interestpotential online

effectively reflectsthe main

locally in ways thatinstill

customers: "Ladies whowant to

positioningstatement and trust. stand out in a crowd."

builds trust.Marketing features

to include in the site1. Testimonialsfrom customers.

1. Join/register withlocal

1. Cross-promote withcomplementary

2. Personable FAQ page, with

organizations such asBetter

retailers such as clothingand upscale gift

photos of thedesigner and

Business Bureau andChamber stores.

award-winningdesigns. of Commerce.

2. Offer exclusive onlinedeals.

3. Newsletter signup/registration. 2. Pursue onlineaccreditations 3. Announce and printURL at all points of

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4. Fresh, up-to-date content:

such as BBBOnline,iCOP, and

contact: receipts, emailsignature lines,

local trunk shows,exclusive Truste.org.

phone messages,business cards, store

online offers,fashion events, 3. Participate inlocal womanoriented window, etc.

small freebie, etc.groups: Online

forums4. Register with all local

directories, search5. Product photos

w/ links toand Civic

organizations.engines, portals, and

fashion/lifestyle sites.auctions and/or

order form.4. Support local

charities.5. Conduct local online

auctions through6. Map and address

of store.

5. Conduct

fundraisers and an eBay store.

announce with pressreleases,

with more info. onWeb site.

Marketing Plan ExampleBased on methods in the marketing plan and Web promotion guideRetail Business Example :

To demonstrate the marketing plan development process detailed in thebook, throughout thisbooklet I develop a sample Web site marketing plan for a fictionalretailer. "ArlingtonAccessories and More" is an independent retail store in Chicago’sNorthwest suburbs. (Thebusiness is entirely from my imagination. Resemblance to any existingstore is a completecoincidence.) From her shop in downtown Arlington Heights, Mary Marcossells handmadescarves, custom-made fashion jewelry, gift baskets, small collectibles,cards, and gift-wrappingsupplies. Mary did not have a Web site, but thought she could expandsales of the jewelry and scarves if she did. Her sister - a designer who has won several awards - makes both.Mary decided to usethe five-step marketing plan process to develop an effective Internetpresence:



Step 1: Gather and analyze informationStep 2: Verbalize her main marketing challengeStep 3: Set her Web site objectiveStep 4: Develop general strategies

Step 5: Choose appropriate tactics

Marketing Plan ProcessStep 1: Gathering and Analyzing Information(This step is explained in more detail on pages 62 - 64 of the marketingplan and Web promotion guideHow Much for Just the Spider? Strategic Web Site Marketing for SmallBudget Businesses. Also,several information gathering and analysis techniques are described in

the "Segmenting and Targeting,""Information Gathering," and "Research and Data Analysis" chapters.)Read how Mary Marcos gathered and analyzed information in "AnalysisBehind the Plan,"beginning on page nine of this booklet. Analysis is the backbone of aneffective marketing plan.Step 2: Verbalizing The Main Challenge(Step 2 is explained in more detail on pages 62 and 64 of the marketingplan and Web promotion guideHow Much for Just the Spider? Strategic Web Site Marketing for SmallBudget Businesses.)Mary's main challenge was to establish an effective Web presence. Shehad an Internetconnection in the store and emailed sales notices to existing customers,but had noWeb site and conducted no other Internet activities.As a result of her information gathering activities, Mary found thatoverall, online retail sales weregrowing but customer satisfaction with online purchases was low. Shealso found a dauntingnumber of shopping sites, both specialty and general.As a way to avoid competing directly with all online stores and to makecustomer satisfactioneasier, she decided to keep a local focus to her Web site. This way, shecould differentiate herself online in two ways:1. She would offer locally made, one-of-a-kind products online,something no one else did in theChicago land area.



2. She could draw upon her already established reputation as an ethicaland trustworthy retailer.This would improve her credibility with wary online visitors.Mary wrote down her main challenge: “How do I create a Web site that

will expand custom madescarf and jewelry sales locally while maintaining high customersatisfaction?"Step 3: Setting the Web Site Objective(Setting objectives is explained on pages 62 and 65 - 68 of the marketingplan and Web promotion guideHow Much for Just the Spider? Strategic Web Site Marketing for SmallBudget Businesses.)From her in-store experience, Mary knew that her best customers were

those that had come toknow her. They recognized her face when they came in and they openedher emails when she sent sales notices. They knew she sold qualityproducts and that she would gladly exchange orgive a refund if they were dissatisfied.It's logical that she would take the same general approach with her Website. That is, build trust andrecognition with customers. While she wanted her current in-storecustomers to use the site, shewas most interested in gaining new, loyal customers. So, her onlineefforts would initially focus onreaching potential new customers. Therefore, her objective became:"Create a trustworthy, local Web presence that attracts potential newcustomers."Step 4: Developing Strategies(Step 4 is explained on pages 62 and 68 - 70 of the marketing plan andWeb promotion guideHow Much for Just the Spider? Strategic Web Site Marketing for SmallBudget Businesses. )After developing her objective, Mary designed strategies to meet it.When developing herstrategies, she kept in mind what she learned from her analyses (See theexamples later, in"Analysis Behind the Plan").She was building a plan that would meet her objective of "creating atrustworthy, local Web presencethat attracts potential new customers" while avoiding direct competitionwith large, generalretailers.





The Write UpMuch of Mary's time was taken up with running her store, so she chose toforego a formal write upand work from a marketing plan summary. Her plan is on the next page. If

she were working fora retail chain or had to support her plan with backup data - for her bankor company executives,for example - she would likely have completed a formal write up.If you need to include a formal write up for your own plan, see the article"What to Include inYour Marketing Plan Write Up" athttp://www.websitemarketingplan.com/Arts/WritePlan.htm(Note: “Arts” and “Write Plan” in the URL are case sensitive).

The next section, "Analysis Behind the Plan," explains the analysis Behindthe PlanGathering Information on the Internet(Details for getting started and gathering information about competitors,your own company, customers,suppliers, and potential entrants are in the "Gathering Information"chapter of the marketing plan andWeb promotion guide How Much for Just the Spider? Strategic Web SiteMarketing for Small BudgetBusinesses.)Mary spent some time searching and found sites for local and onlineretailers; severalassociations; and retail-related articles. She put together a resourcepage, complete withclick able URLs, to use while creating her plan.Gathering Competitor, Customer, Company, Supplier, and Substitutes Information(More details are on pages 94 - 100 of the marketing plan and Webpromotion guide How Much for Just theSpider? Strategic Web Site Marketing for Small Budget Businesses.)Mary used the resource page she put together to gather informationabout her business environment.Industry AnalysisOne approach to industry analysis is Porter’s Five Forces. An adaptationfor Web sites is explained on pages 116 -118 of the marketing plan andWeb promotion guide HowMuch for Just the Spider? Strategic Web Site Marketing for Small BudgetBusinesses. The adaptation is simplistic compared to Michael Porter's fullanalysis and does



not do it full justice. Mary spent some time analyzing her targetcustomers and refining her store’s positioning relative to hercompetition. Mary's two sentence positioning statement became:"Arlington Accessories and More" offers custom-designed fashion jewelry

and scarves for ladies who want to stand out in a crowd. Our attractive,one-of-a-kind products are made by an award-winning artist with15 yearsof design experience. At all points of contact with her target customers,Mary kept her positioning statement in mind.The PlanAfter completing Step 1 (this "Analysis Behind the Plan" section), Marywas ready to go to Step2 (above, in the “Marketing Plan Process" section).She applied her newfound insight and ideas to steps 2 through 5. If you do

the same, you aresure to see an improvement in your site's performance upon implementingyour marketing plan.car Dealership Marketing BasicsAs the owner of a new or used car dealership, you're bombarded withbusiness decisions every day. Much of these tasks are either staff, vehicleor processes. Intuitively, most automotive dealers resolve these problemsquickly to everyone's satisfaction. But what occurs when you come toface with difficult decisions as if you are too grow or move yourdealership, if to bring in a complete different line of used vehicles ormake a large buy? When these questions hit you - a small amount of marketing knowledge will go a long distance.Follow these three marketing steps to ensure the success of your autodealership:1) Market Analysis2) Planning3) Marketing TacticsStep One: Automotive Dealership market AnalysisThe auto industry is quickly shifting and you should be adding moreproducts and services at your auto store. But how can you decide what isa good fit for your store? .CustomersLook first to your current customers. How do they come to their buyingconclusion? Do they squeeze into any demographic that makes use of yourtype of stock or dealership know how ? Can they afford the purchase? If your previous customers won't buy again with your dealership, how do youknow all your new customers will ?



Other DealershipsNow look at your competitors. What vehicles to they carry, what financialand car services do they serve? Can you identify any weakness, anybenefits? Take a drive to other dealers in your area an take notice as to

how they position their dealership marketing efforts. What do the top cardealerships do that beats your dealership ? What is their strategy? How dothey market themselves? Take note of vehicle pricing, sales people andany other services. How does their dealership look in comparison withyours? Get the most you can from them and use this knowledge to benefityour store.Your Own StoreNow take a hard look at your own store. What are your corecompetencies? What are your benefits or weakness? What is your car sales

looking like this month? What is the feel of your car dealership? Are yoursales people happy and motivated to adobt better customer service skills?Do you have the extra money for any training? Are you going to bring in anew line up of vehicles? How about offering new services?Step Two: Automotive Dealership Marketing PlanHere is where you configure your goals and how you will pull them intoyour auto store. How do you stand out and surpass your competitors?Brainstorm to come up with a list of benefits that you can use in yourmarketing campaign. Focus on the emotional impact of your product andservice. Think about what your customer's value. Do they attachimportance to great customer service and personalized, human touch?How about value and saving money? Perhaps your customers prefer small,independent dealers over large manufacturer dealerships. With this list of benefits you can put together a marketing strategy to use for all your cardealership marketing efforts - offline, online and your website.Step Three: Automotive Dealership marketing TacticsThis stage deals with the deep digging of marketing tactics. You will lookat your vehicles, pricing, all advertising and complete front-end of vehicle deliveries; and what effect they have with marketing your cardealership. By using the advice above, you help shape the perceivedvalue of your products and services in the minds of your customers,thereby eliciting a positive response. This should be the main goal. Bearin mind that many outside and inside factors contribute to the overallsuccess of your marketing campaign. By answering just a few questionsyou will have a good idea of the majority of your opportunities, problemsand threats your car dealership faces. Planning is what works. Don't evermistake yourself and allow other influences to drive your marketingYour marketing strategy will solve all problem areas and allow you topush past any limiting beliefs into more profits.







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FINDINGS

I found the following facts during my training period:-

Marketing strategy of an organization is a combination of sales promotion advertisement public relations and campaigns organized by the organization .

Corporate relations are very important for an organization becauseit builds a good image of company in corporate world.

Corporate sale is very important for a company because itcontributes a proxy 40% of total sale of company.



The processor of corporate sale in organization is very lengthy andcomplicated.

Honda is ranked no. 1 in automobile services in India due to providing good services to customers.

It always target to upper segment in the market position.

Very different way of positioning of product in the market.

Always consist to the high branding.

SUGGESTIONS

I would like to give following suggestions for corporate sales inClassic Honda:-

1) Target customers or area should be clear.

2) There should be more people to do visit in corporate worldor Industries.

3) Good incentive should be given to the employees who helpin making good relation with corporate customers.

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Project on Corporate Sales by Richa

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