MARKETING PLAN -2012
UK’s Auto Market – Cadillac Escalade Hybrid Version
KAYODE OMOSEBI: A4032655
MBA – 8A
EXECUTIVE SUMMARY 2
CADILLAC: A BRIEF INSIGHT 2
MARKET SUMMARY 3
MARKET TREND IN THE PREMIUM AUTOMOBILE MARKET 4
CONSUMER MARKET 4
MARKETING RESEARCH 6
BUSINESS ENVIRONMENT 6
PESTEL Analysis 6
SWOT ANALYSIS 9
MISSION, DIRECTION AND OBJECTIVES 11
TARGETING AND POSITIONING DECISION 12
MARKETING MIX 12
PROMOTION / MARKETING COMMUNICATION 14
CUSTOMER SERVICE AND INTERNAL MARKETING 16
FORECASTS AND FINANCIAL DETAILS 16
IMPLEMENTATION AND CONTROL 17
...view middle of the document...
Weaknesses include: lack of channel relationship, auto size, and bureaucratic corporation. Our marketing plan will address four major opportunities: technology driven economy, growing interest in eco-friendly products, high demand for hybrid vehicles and threat of new entrants. The main threats we must counter are intense competition, economic downturn and uncertainty, market fragmentation and innovation of alternative means of power
Our Business environment has been analysed using the PESTEL analysis, segmentation and positioning using the STP model and future objectives using the Ansoff Matrix.
CADILLAC: A BRIEF INSIGHT
Cadillac was founded by Henry Leland and partners Lemuel Bowen and William Murphy. Leland developed and refined a rejected engine to develop the Cadillac. Leland then formed the Cadillac Automobile Company in 1902; the first Cadillac was launched on October 17, 1902. Leland later sold the company to General Motors in 1909 for $4.5 million and remained as a General Motors executive until 1917. Cadillac’s fortune skyrocketed in the 1960s with clean lines and understated elegant styling. Although huge by today’s standard, the 1967-70 Cadillac Eldorado 2-door coupe, which sat on a 120-inch wheelbase and measured 211 inches long, is perhaps the peak of automobile luxury interior and exterior styling.
Cadillac’s sterling reputation took a beating during the 1973 and 1978 gasoline shortages as American buyers sought economical Japanese imports instead of gas-guzzlers. The company briefly lost its way when it introduced Cimarron in 1982 to appeal to the younger and less affluent drivers. Rejected by buyers as an upscale Cavalier frame, the Cimarron halted production in 1988. The 1987-83 Cadillac Alliante 2-seater roadster also failed because of its under-power engine and $55,000 price tag. By the 1990s, Cadillac regained its footing with the Escalade SUV, the automaker’s answer to the Lincoln Navigator. Cadillac has grown to be a top luxury automobile and SUV.
The global automotive market continues to grow worldwide at about 2.5% annually. The United Kingdom’s (UK) automotive industry has transformed itself in the last decade from a sector with poor reputation of quality and productivity to one that is fully competitive. Independent external reliable surveys put UK built cars at the top of the ranking, and productivity are among the best in the world. The top premium brands such as Aston Martin, Bentley, Land Rover, Jaguar, and McLaren to volume brand like Ford enjoy high awareness and high customer’s loyalty.
Although North and South America are the largest global market for automobile sales, sales in Europe are the 2nd largest and still increasing. However, the demand on the European market has declined in the first two quarters of 2011. The number of newly registered passenger fell year on year by 5% (ACEA, 2011). Since October last year, the automakers have to look forward to an increase in demand. In the...