Marketingmanagement final report PDF

Preview

Summary

Download Marketingmanagement final report PDF

Description

UNIVERSITY OF ECONOMICS AND FINANCE HCMC

FINAL-TERM REPORT SUBJECT: MARKETING MANAGEMENT LECTURE: LE HONG DAC

master plan Decision 6209 /GROUP 1 MEMBERS - Copyright law protectsCAO TRƯỜNG AN-185011853 BÙI HỮU KHOA-185011730 HÀ QUỐC HUY-185011877 VŨ THẾ PHONG-185011905

TABLE OF CONTENTS c

I.

INTRODUCTION.....................................................................................................3

I.

BODY........................................................................................................................4

A. ANALYSIS OF THE STATUS OF AUTOMOBILE INDUSTRY AND AUTOMOBILE ENTERPRISES IN VIETNAM................................4 1.

Introduction about Ben Thanh Ford........................................................................................4

2.

Market size..................................................................................................................................5

3.

Market trend...............................................................................................................................7

4.

Market demand..........................................................................................................................7

5.

Market Growth...........................................................................................................................7

6.

Market share.............................................................................................................................10

B. THE BASES-MODELS FOR BUILDING MARKETING STRATEGY....................................................................................................11 1.

Canvas.......................................................................................................................................11

2.

5M Model (Manpower, Materials ,Machinery, Minutes, Money).............................................11

2.

Pestel Model..............................................................................................................................12

3.

Marketing objective.................................................................................................................13

4.

Competition..............................................................................................................................15

5.

Five forces.................................................................................................................................16

6.

SWOT Model............................................................................................................................17

C.

Target segmentation.................................................................................................................19

2.

Posioning...................................................................................................................................20

3.

Marketing Mix (4P)..................................................................................................................22

4.

Sale forecast..............................................................................................................................27

5.

Market budget..........................................................................................................................31

D.

I.

MARKETING STRATEGY...............................................................19

1.

SOURCES:...........................................................................................32

INTRODUCTION

2

Ben Thanh Auto Joint Stock Company (BEN THANH FORD) was established in 2010 with a total investment capital of nearly 40 billion VND, of which the investment in the procurement of specialized modern equipment is 8 billion. The total number of employees of BEN THANH FORD is: 300 employees, with the goal of developing and defining a long-term strategic vision, BEN THANH FORD has been contributed by experts from Ford Vietnam to Training, coaching, building a team of staff with professional qualifications and skills to give all customers the trust, satisfaction with the best quality and service that we provided. Located at 831 Truong Chinh, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City is located in the central area of the city and is the main gateway to the circulation of goods from Eastern and Western provinces ( especially the Northwest region) to Ho Chi Minh City, this is considered a prime, convenient and potential location in developing market share and market in the near future. Coming to BEN THANH FORD, customers not only own a Ford car, but also feel the outstanding difference through the quality of service that we provide according to the following criteria: "QUALITY OF SERVICE IS OUR FIRST PRIORITY"

I.

3

BODY

A. ANALYSIS OF THE STATUS OF AUTOMOBILE INDUSTRY AND AUTOMOBILE ENTERPRISES IN VIETNAM 1. Introduction about Ben Thanh Ford 1.1. General introduction -

Name in English: Ben Thanh Ford Co., Ltd.

-

Logo:

-

Head office:

-

Located at 831 Truong Chinh, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City is located in the central area of the city .

-

Located at 39 - 69 - 71 Che Lan Vien, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City

2.

4

-

Phone: (84.4) 1900 23 23 46

-

Website: www.Benthanhford.com.vn

2. Market size

Car

Another Version

Price (VND)

Displacement

686,000,000

999

646,000,000

1495

603,000,000

1495

1,999,000,000

2261

273 (201 KW) / 5500

1,069,000,000

1997

203 (147 KW) / 5500

999,000,000

1997

203 (147) @ 5500

925.000.000

1996

853.000.000

1996

650.000.000

2198

160 (118KW) / 3200

630.000.000

2198

160 (118KW) / 3200

616.000.000

2198

160 (118KW) / 3200

798.000.000

2402

138/3500

Ford Transit - Luxury 845.000.000

2402

138/3500

Ecosport titanium 1.0L EcoSport

Ecosport titanium 1.5L AT Ecosport trend 1.5L AT

Wattage 125 @ 6,000 (93 kW/ 6,000) 120 @ 6,300 (89.5 kW/ 6,300) 120 @ 6,300 (89.5 kW/ 6,300)

Ford Explorer Explorer

Limited 2.3 EcoBoost AT 4WD Tourneo Titanium

Tourneo

Ford Tourneo Trend

Ranger Wildtrak 2.0L AT 4X4 Ranger Wildtrak 2.0L AT 4X2 Ranger

Ranger XLS 2.2L 4X2 AT Ranger XLS 2.2L 4X2 MT Ranger XL 2.2L 4X4 MT Transit Standard -

Transit

5

Mid

213 (156,7KW) / 3750 180 (132,4 KW) / 3500

Ford Transit -SVP

805.000.000

2402

140/3500

835.000.000

2402

140/3500

1.112.000.000

1996

180(132,4KW) / 3500

1.399.000.000

1996

1.181.000.000

1996

Ranger Raptor 2020

1.202.000.000

1996

Limousine S1

1.195.000.000

2402

138/3500

Limousine S2

1.165.000.000

2402

138/3500

Limousine TrungCOp

1.335.000.000

2402

138/3500

Limousine Cao COp

1.521.000.000

2402

138/3500

Limousine VIP

1.821.000.000

2402

138/3500

Ford Transit Limited Everest Trend 2.0L AT 4x2 Everest

Everest Titanium 2.0L AT 4WD Everest Titanium 2.0L AT 4x2

Raptor

213 (156,7KW) / 3750 180(132,4KW) / 3500 213 (156,7 KW) / 3750

Transit Limousine 10

Tourneo

SkybusTourneo

Limousine

Limousine

1.350.000.000

3. Market trend -

Sales increase, new models constantly appear, ... showing the flourishing development of the B-size crossover segment in recent times.

6

-

The common point of the models in this segment is that the compact size easily turns around in urban spaces, the undercarriage is higher than the sedan, giving the feeling of peace of mind when climbing sidewalks, overcoming flooded roads. .. Also vehicle safety is very important. Comprehensive Electronic Stability and Driver Assist Technology help reduce crashes and stay in the correct lane at all times.

-

For example: Ranger 2020, Ford Everest 2020, ...

4. Market demand -

Today's market is developing, so the demand of customers is also increasing, not only are products with high technical quality but also experience new features, Smart Comfort, Modern, Economy Materials, spare parts for replacement vehicles are available, with nice designs.

5. Market Growth

Year

2010 112.22

2011 110.93

2012 92.58

2013 110.51

2014 157.8

2015 244.91

2016 304.42

2017 272.7

2018 288.68

2019 289.12

2020 260.3

2021 290.2

Sales Growt

4

8

4

9

1

4

7

5

3

8

5

8

h

-6%

-1%

-33%

19%

43%

55%

24%

-10%

6%

14%

-5%

15%

7

Sales and Growth 2010 - 2021 55%

350

60% 304.43

300

288.68

43%

290.28

289.13

272.75

40%

260.35

244.91

250

30% 24%

20%

19%

200

15%

14% 157.81

10%

6%

150

-1% 112.22 110.94 92.58 100 -6%

50%

0%

110.52

-5% -10%

-10%

-20% 50 -30%

-33%

-40%

0 2010

2011

2012

2013

2014

2015

2016

sales

2017

2018

2019

2020

growth

The automobile industry in Vietnam is generally large-scale, with rapid growth.

Sales of Ben Thanh Ford company from 2010 to 2020:

Car sales 2000 1800

1800

1600

1627

1400 1200

1242 1100

1000

1525 1281

Car sales 1144

800 600 400 200 322 0

8

704

641 424

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

2021

Sales of several Ford companies in Vietnam in March 2020:

Car sales in March 2020 250 200 208 150 100 50 0

9

195 165

Sales Car

160 114 75 42

141 HNF QNF DLF SGF BDF CTF VIF BTF

6. Market share

Market share of automobile manufacturers in VAMA 2020 Các hãng khác ; 21.96% Thaco Group ; 35.43%

Ford ; 8.68%

Honda ; 10.18% Toyota ; 23.75%

Sales of Ben Thanh ford compared to Ford Vietnam in March 2020

Market share

4.30%

95.70% Bếến Thành Ford

Ford Viet Nam

B. THE BASES-MODELS FOR BUILDING MARKETING STRATEGY.

10

1. Canvas Key Partners

Key Activities

- Shareholders: Saigon Ford, Savico, Phan Thanh Sware,..

- Advertising on the company’s website, Facebook.

- Supplier:

- Charity work. - Roadshow program organized by Ford

+ Castrol lubricants company.

Value Propositions

Customer Relationships

High-class product with satisfactory price and quality suitable for customers.

Mainly Individual , another company

Key Resources

+ Ford Viet Nam

Invisible: process, brand,…

+ VietinBank, VIB,...

Tangible: Cars, human resources,…

Customer Segments Mainly customers with average income of over 30 milion / month

Channels Selling products directly at agents and online channels ( website: benthanhford.com.vn)

Cost Structure

Revenue Streams

Marketing costs

Selling new car and used car

Data center cost

Selling car accessories

The cost of hiring

Selling car insurance

2. 5M Model (Manpower, Materials ,Machinery, Minutes, Money)

1.1.

Manpower -

Ben Thanh Ford has more than 1000 experienced employees, well-trained sales and marketing team,…

-

The total number of employees of BEN THANH FORD is: 300 employees, with the goal of developing and defining a long-term strategic vision, BEN THANH FORD has been contributed by experts from Ford Vietnam to Training, coaching, building a team of staff with professional qualifications and skills to give all customers the trust, satisfaction with the best quality and service that we provided.

1.2.

11

Materials

The partners supplying raw materials for Ford are: - Castrol lubricants Company, Ford Vietnam, etc 1.3.

Machinery Ben Thanh Ford has a customer management system (CRM) customer relationship management using modern machines such as desktop computers, tablets, etc.

1.4.

Minutes Ben Thanh Ford has a professional marketing process, fast product launch speed, meeting customer needs, etc.

1.5.

Money Ben Thanh Ford's main equity is from Ford Vietnam and loans from partner banks such as Vietinbank, HSBC Bank, VIB, ..

2. Pestel Model

P: Political

E: Economic



Vietnam is one of the countries considered safe and stable in the world.

    

In addition, Vietnam is an opportunity and potential market for the automotive industry Registration tax 10% Car import tax in ASEAN: 30% After EVFTA, the import tax from the EU to Vietnam is 0%. The GDP of VietNam is increasing through years



This is anopportunity to show an increase in demand for cars



However, because of covid 19, in 2020 Vietnam's average GDP is 433 billion USD, down 5% compared to the same period in 2019

Vietnamese use social media almost 100%Ford has social media pages on all the major platforms. Facebook, Twitter ,Instagram,… S: Social  Because of covid 19, social distancing, the number of people using social networks has increased.,  With advanced technologies.of vehicles,able to drive you from one T: place to another without a human behind the wheel Balance adding Technological technology while also ensuring it isn’t redundant by the time it reaches the public. E:  The company is committed to adding electrical lines and delivering Environmenta more vehicles to be energy efficient l 

12

 

L: Legal



A smart move, considering how big the eco friendly community is growing. From labor laws,employee salaries, and safety inspections for their vehicles. Ford is especially conjoined to quality and safety regulations. If their vehicles fail the tests,they will repair immediately Vehicle users must obey the road traffic laws in Vietnam. (Do not use alcohol while driving, must have a driver's license...)

3. Marketing objective 2500

2350 2300

2000

1850 1800 1500

1500 1200 1144 1000

Sale Objective Sale actual

1450

500

0 2020

2021

2022

2023

Marketing goals of BenThanh Ford 2021



In 2020 Ben Thanh Ford sold 1144 car with sale objective is 1200.



In 2021 we aims to sell 1500 cars higher with our car sales target of 1450.



In 2022 we are expect to sell 1820 cars and higher with our car sales target of 1800.



And in 2023 we expect to sell 2350 cars and higher with our car sales objective of 2300.

13

New car 30 25

Quantity Gross profit

20 15 10 5 0

2020 20.59  In 2020, In 2020

2021 26.1 we sold 1.114 Cars with gross profit 20.592

Million(18.0 Million/Car).  In 2021, we expect to sale targets 1.450 cars with profit 26.100 million (18.0 million/car).

Used car 9000 8000 7000 6000 5000 4000 3000 2000 1000 0

Quantity Gross Profit

6868 2020



In 2020, we sold 241 cars with gross profit 6.668 million (28.5 million/ car).



In 2021, we expect to sales objective 300 cars with gross profit 8.400 million(28.5 million/car)

14

8400 2021

4. Competition 4.1. Direct competitor 

Ben Thanh ford has to direct competitors such as Sai Gon Ford, Binh Duong Ford, ... these are all subsidiaries of Ford VN.

4.2.

Other competitor 

There are also other competitors such as Hyundai, Toyota, ...

 Toyota  Future goal: 

Expand the market with hybrid vehicles.



Production of electric vehicles.

 Assumtion 

Many car segments do not exist in Vietnam.



The models are not diverse and the prices are not suitable for many segments.

 Current Strategy 

Toyota's main growth strategy is market penetration.



Toyota ensures that it offers products for every market segment.



With the goal of sustainable development and maintaining "The most loved car brand" in Vietnam.

 Capabilities

15



Famous global brand.



Loyal customers.



Trusted by many people.



Modern warranty and repair service.

 Huyndai  Future goal: 

Hyundai sets the ambition to commercialize and compete fairly in the pickup segment.



Find a factory in Vietnam.

 Assumtion 

There is no factory, so the cost of the car is high.



Few distribution locations.

 Current Strategy 

Expanded with many new product li...