Suzuki bus mar

Company ProfileSituational

Analysis Markets Marketing MixSituational

Analysis Markets Marketing Mix

Way of Life!



Analysis Markets Marketing Mix

Way of Life!



AnalysisCompany

ProfileMarkets Marketing Mix

Company Profile• A very innovative company since 1909• The founder was Michio Suzuki from Japan. • Technological development over time

o a new type of weaving loomso motorized bicycles



AnalysisCompany


• One of the most significant companies in the world - a great opportunity to expand- respond to technological changes



AnalysisCompany


• The world's #3 motorcycle manufacturer• The world’s #4 passenger car manufacturer• Japan’s #2 truck manufacturer

- ATVs- Outboard motors for boats- Electric Wheelchairs

• Serves more than 190 countries- numerous subsidiaries - joint ventures



AnalysisCompany


• 650,000 sq.m. factory in Eastern Seaboard Industrial Estate in Rayong

• With Suzuki technical know-how, we can respond to changes in the world and produce a more effective and efficient technology such as a full-electric cars to satisfy the needs of consumers.



AnalysisCompany Profile Markets Marketing Mix

Industry CompetitionCompany

• Petrol price keep rising -> Electric vehicles are the best alternatives

• Pike Research’s John Gartner forecasts that sales of electric car and hybrid car will triple in next six years

• The nature of the buyer-seller relationship is "Collaborative exchanges” (However, depending on the nature of buyer)

• Heavily influence by technology. Better technology = Competitive advantage.




Industry CompetitionCompany

• Battery is one of the key components• ‘Green’ vehicles• The regulation in producing electric vehicle. For example,

where the battery tray should locate or how the headlamp should be (by The United Nations)




Industry Competition Company

• First is Mitsubishi, - Well known auto-motive company - Create many kinds of electric products such as automotive, air conditioning systems, home products, and etc. - Have many models of electric vehicles such as the i-MiEV, MiEV light truck, and even the ‘Lancer evolution’.

• Second is EZGO- US company, produced light transportation since in 1954 - Have their distributor all over the globe

• Third is local supplier such as ATE-plus- Can produce at a lower cost

















Strenghts Weekness Opportunities Threats

Since 1909, one of the oldest

Inexperienced in Thai’s electric vehicle market

Expand electric vehicles market

Intense competition

Strong brand image

Improve technology

Local supplier can produce at cheaper cost

Known for reliability& affordable

Target new group of customers

Government policy can varies

Dynamic developing team





Core Competencies• Well-known company in Thai’s market (ex. Motorcycle, Suzuki

swift) • Reliable and affordable price all over the globe• ‘value-packed products’, offers originality and reliability at an

affordable price• Strong awareness is the key




Business Segmentation Target Market Consumer Segmentation

• Macro-segmentation- Characteristics of buying organization (size and type)

• Micro-segmentation- Decision-making unit- Importance of purchase- Organizational innovativeness- Personal characteristics





Metrics• Many market potentials

o The market size is hugeExpensive and fluctuated price of petrol Reduce cost of transportation

o The market growth rate of electric cars is increasingo The first inventor of the full electric car with solar cell

panel





Market Potentials• 85,000 factories all over the country, with

o 2,200 industrial companies in 48 industrial parks• 5,420 hotels in Thailand• 400 miscellaneous institutions

o Approx. 200 housing estateso 138 universities o hospitalo golf clubs





Market Potentials

*Assuming that each client purchases 5 units of cars





Market Share• Suzuki is a renowned corporation

• Well-known for innovative products • Consumers trust in our core competency

- Technological know-how• The rising cost of petrol and

• The trend towards environment





Influencing the Market Shareo Product

Product differentiation Full electric cars Solar cell panel

o PriceA little bit more than market price Premium image

o PlaceSuitable place close to the target market.

o Promotion, Attract the customers Stimulate awareness of this new technology





Sales Potentials





The Initial Forecast of Sales • Dynamically continuous innovation

- Major changes in behavior • The initial sales forecast depends mostly on the technological

adoption rate.

• Reach the majority within one year after the launch. • Capture 80% of the sales potentials within one year.





Initial Sales Forecast for Large Electric Vehicles

Total THB 76,273,363,404.84









Initial Sales Forecast for Medium Electric Vehicles

Total THB 2,012,502,862.41









Initial Sales Forecast for Small Electric Vehicles

Total THB 39,193,885.18









• Divided into three segment- Industry and industrial park (size M-L)- Hotel and resort (size M)- Institution (size S)• Benefits to customers- Save cost- Save time- Improve firms’ image




Product Price Place Promotion

• Electric car power generated from solar panel and electric battery

• Works like a hybrid • 0% carbon dioxide emission• A modified rebuy





Avaliable in 3 sizes• Small

• Medium

• Large





Maintenance• 10,000 km warrantee (under agreed circumstances)• Free check ups every 6 months

Specs • Body made from fiber glass• 48 volt battery• 100 w solar panel• Top speed of 50-1000 km/h• Alloy wheels with nitrogen filled tires









• Direct distribution strategy (no intermediaries)• Personal selling• Put the product in Suzuki’s main current showrooms• Use Suzuki’s current logistic system





• Advertising• Personal Selling

Promotion (Advertising)

Promotion (Personal Selling)


Objective• Delivering information to customer• Building attitude• Creating values• Penetrate our product and company into customer mind set




Theme• “Green Innovate Energy.” • Color

- Green and Titanium




Media• Magazine • Direct mail• Website




Scheduled and Time• Magazine – monthly basis• Direct mail - every time there is new promotion of special

offer• Website – Provide information any where & any time, and

representing the product




Budget• Budgeting• Personal Selling• Cost of Sale team training – 50,000 Baht to 100,000 Baht• (one time investment)• Cost of evaluation program - 5,000 Baht to 10,000 Baht per month• Magazine• Cost of full page advertise – • 100,000 Baht to 200,000 Baht (on average) / magazine• Total = 200,000 Baht to 400,000 Baht /month/ two magazine• Direct mail• Free of use, we can share resources of the requirement for the direct mail with the resources that company already has. • • Company website• Cost of renovating website - 10,000 Baht to 20,000 Baht • (One time investment)• Trade show• Cost of booth material - 200,000 Baht to 300,000 Baht • (One time investment as the material can be use for every trade show)• Trade show entrance fee – 100,000 Baht to 200,000 Bath • (Vary by size and popularities of the trade show itself)• Trade show area rental fee 500,000 Baht to 1,000,000 Baht• (Vary by size and popularities of the trade show itself)• Total Max: 2,030,000 Baht• Min: 805,000




Buying Situation• New task

- new product to the market - in supplier - out supplier




Member of buying center• Including all

- initiator- influencer- gatekeeper- decider- purchaser- user




Buying Process• Eight steps1. Opportunity recognition2. General description of need 3. Product specification4. Supplier search5. Acquisition and analysis of proposal6. Supplier selection7. Selection of order routine8. Performance review




Sales person characteristic• Both inherent and learned

Inherent: - persuadable

- good memory• Learned:

- how to deal with certain circumstances- how to approach different type of customers- as a result, be able to handle situation w/o any negative impact




Sales Cycle• Long Sales cycle1. Lead Generation2. Lead Qualification3. Bids and Proposal4. Negotiation and sales cycle5. Fulfillment6. Customer care and support




Sales Call Strategy & Sales Channels• Focused on personal selling

- product is highly complex with technology - high cost

• Organized Sales force by Market-centered organization- personal selling effort by customer type or industry

- we can reach our customers effortlessly because sales person would be knowledgeable

Way of Life!

Thank YouQ & A Session

Suzuki bus mar

Technology

innovative company

ezgo us company

known automotive company

electric cars

sales of electric car

models of electric vehicles

kinds of electric products

boats electric wheelchairs