[solved] Week 9 Group Marketing Plan

  • Strategy Project: Work Plan for Week 10

    One member is to post the  team work plan for next Week 10 into your  group assignment folder by Thursday night .

  • W9 Group Marketing Plan



     Due November 12 at 11:59 PM

    .Strategy project: Marketing Plan (6% of course grade)






    Assignment overview: Marketing Management is the process of analyzing, planning, implementing, coordinating and controlling programs involved with  the 4 P's of Product conception, Pricing, Promotion and Placement (distribution) of products, services, and ideas.  The  purpose of the marketing strategy  is  to gain access to target markets and win market share.. In this assignment, you will develop a marketing plan to reach your  client 's target Buyer and win market share. Marketing is the function that generates revenue, so this is where you will estimate  the Revenue projections for your income statement. .

    Assignment Requirements/format.

    I. The Introduction to this paper (same as week 8)  should consist of (a) statement of purpose (b)  description of the company and its industry, (c) the  product/service that will be entered in the new country; (d) description of the target country and why it was recommended as better opportunity than the other country; the target Buyer and the size and growth of the target market 


    II. The body of this paper  (approximately 10 -15 pages,double spaced) will:

    • Describe the market size of each  target buyer segment in quantifiable units (number of buyers and/or  dollars)
      • Identify any further segmentation that may be needed to reach the best target or set of targets for  your client's product/service offering.
      • specify projected market growth of each segment over 3-5 years
    • Estimate your expected  market share as a percent of each target segment
      • explain the rationale for your estimates, considering the competitors and their market share, and your client's competitive position;
      • specify all assumptions you used in your estimation (e.g., about price, competitors' market share, new entrant threat), 
      • show  all your calculations so they can be readily verified


    • Pricing: Describe the pricing strategy (low  price leader? High priced luxury leader? Value pricing?)  How will the pricing strategy support market entry? Competitive positioning?  (You may have addressed pricing specifically in your competitive strategy in Week 6)
      • . Specify  the recommended sales price.


    • SUMMARIZE EXPECTED REVENUE  in a table showing
      • Sales price,
      • Market share in units or expected sales 
      • Projected growth in Revenue over 3-5 years


    • ESTIMATE THE ANNUAL COSTS  of each component of your marketing  plan ( product modifications;  promotion costs, distribution costs).  My section 
      • You have already identified the marketing/sales headcount in your organizational chart, but you still must show in each marketing component  who will do these marketing functions.  When you summarize your  marketing cost in the required table below,  note the headcount dollars that are already in the organizational chart so that you don't double count those dollars when the marketing costs are put into the income statement.
        • Note: The dollars for marketing headcount should be reflected on the organizational chart you developed last week.  If you identify any new headcount in this plan, go back and add it to your organization chart, so the people costs of your strategy will be clear and all in one organization chart..
      • For costs in each component, show  dollars separately for start -up costs, needed to prepare for market entry (e.g., establishing showrooms, designing websites, modifying the product, developing prototypes or samples) and for on-going operational costs to support the marketing function once revenue begins to flow ( e.g., continuing sales efforts; distribution of  your product/service). 


    • Product:  Are there any modifications needed to reach the buyers in this market segment(s)? This could be based on your previous country and competitor analyses, if certain Buyer preferences or competitive  opportunities or threats were identified (e.g, language modifications to the software you sell; size preferences for the cell phones you sell) .SUMMARIZE PRODUCT COSTS, including headcount and any other expenses. (note: product modifications will likely be all start up costs)
    • Promotion: State your recommended Promotion/Positioning with the target markets/segments, which you initially addressed in your Week 6 competitive strategy assignment. State what the promotional message will be to position your product/service  within each market segment, what kinds of promotional materials will be needed?.SUMMARIZE PROMOTION COSTS, including headcount and any other expenses. 
    •  Placement (distribution):  How will the buyers be reached?  Will you need a direct sales force? Online sales support? For a sales force, what kinds of incentives might you propose? For online sales, what kinds of back-office support would be needed for getting your product/service to the buyer? Consider both physical distribution/geographic spread and distribution of the message that must reach your target markets. What will be the promotional channel? The media used? SUMMARIZE DISTRIBUTION COSTS, including headcount and any other expenses. 
    • SUMMARIZE ALL MARKETING  COSTS in a  a table that aggregates all of the above components, with all costs identified as either start up or operational costs
      • Product modifications
      • Promotional materials
      • Distribution/Advertising costs
      • Headcount costs for all categories should note that these are already included in your organizational chart dollars. 

    III.  Include

    • Title page with name of every contributing member
    • Approximately a 2-3  page Executive Summary that summarizes the entire paper 
    • Table of contents
    • *The body of the paper should have page numbers, starting with page one.
    • Reference list, including proper APA format for all in-text citations.



    One member is to post the assignment in the Group Assignment folder by the end of week 9 and title it “Marketing Plan.”


    For now:  You have a corporate level  entry strategy, business level competitive strategy, and functional marketing plan.  You have estimated the market share (revenue) expected from this marketing strategy and the headcount and marketing costs of this plan.


    With  the completion of this assignment, you  have the information needed to abstract section 15 of the Business Plan Template.  Add section 15 to your Draft Business Plan, along with all feedback on previous assignments that has not yet been incorporated into your draft. Post the updated draft in your group locker. Next week, you will submit the full business plan with your week 10 financial assignment.


    Looking ahead:  You will next estimate  the remaining costs to implement your plan, including any  upfront capital investments  and other administrative/ operational expenses.  Next week's financial evaluation will tell the company whether the strategy you recommended is worth the costs!

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15-06-22 | 04:26:09

Market Segmentation
The electric vehicle market is largely shaped by a lower tier, short range vehicles like the
Renault Twizy. The Twizy is a two-seat small all-electric passenger vehicle that retails for under
$10,000. Tesla does not figure to penetrate this low cost market that is relatively untested
despite early promising sales in the summer of 2017. Rather there is a larger mid-tier passenger
sedan market of electric vehicles retailing in the $30,000 to $40,000 range with varying degrees
of performance. The Model 3 figures to directly compete in this emerging segment across
import and domestic electric vehicles. The Model S and Model X figure to compete in the larger
luxury import vehicle segments; more specifically the luxury sedan and luxury SUV sub-
Market Segment Definitions and Growth Projections
The majority of the electric vehicle competition is in the mid-tier level, but also an
emerging single and two-seat passenger vehicles for short trips. Tesla transcends the electric-
vehicle market with its high performing luxury sedan and SUV that will look to maximize on
two growing markets. The total passenger vehicle market for South Korea has seen steady
growth over the last decade. From 2004 to 2017, South Korea average 3.90% year-over-year
growth with 1.1M to 1.8M care sales or a 63.4% total growth in 13 years. If Korea continues the
average growth, the total market will expand to over 2.2M sales by 2023. The import market
segment has grown from a market share of 2.09% in 2004 to 12.89% in 2017 and a total market
growth of 891%. The average growth in market share over the last 13 years is 16.04%.
However, over the last five years the growth in market share has slowed to 9.13%. For
projections in further growth through 2023, the group calculated half of the 13-year market share
growth, or 8.02%.

A closer look at the specific segments reveal a potentially higher ceiling of

You can't get real answer if you break your security system. jc cjspitj jwrly promisinf swljs in tyj summjr ov 5784. Rwtyjr tyjrj is w lwrfjr mic-tijr pwssjnfjr sjcwn mwrkjt ov jljhtrih vjyihljs rjtwilinf in tyj $97,777 to $17,777 rwnfj wity vwryinf cjfrjjs ov pjrvormwnhj. Tyj Mocjl 9 vifurjs to cirjhtly hompjtj in tyis jmjrfinf sjfmjnt whross import wnc comjstih jljhtrih vjyihljs. Tyj Mocjl S wnc Mocjl X vifurj to hompjtj in tyj lwrfjr luxury import vjyihlj sjfmjnts; morj spjhivihwlly tyj luxury sjcwn wnc luxury SUV sut- sjfmjnts. Mwrkjt Sjfmjnt Djvinitions wnc Growty Projjhtions Tyj mwjority ov tyj jljhtrih vjyihlj hompjtition is in tyj mic-tijr ljvjl, tut wlso wn jmjrfinf sinflj wnc two-sjwt pwssjnfjr vjyihljs vor syort trips. Tjslw trwnshjncs tyj jljhtrih- vjyihlj mwrkjt wity its yify pjrvorminf luxury sjcwn wnc SUV tywt will look to mwximizj on two frowinf mwrkjts. Tyj totwl pwssjnfjr vjyihlj mwrkjt vor Souty Korjw yws sjjn stjwcy frowty ovjr tyj lwst cjhwcj. From 5771 to 5784, Souty Korjw wvjrwfj 9.47% yjwr-ovjr-yjwr frowty wity 8.8M to 8.3M hwrj swljs or w 29.1% totwl frowty in 89 yjwrs. Iv Korjw hontinujs tyj wvjrwfj frowty, tyj totwl mwrkjt will jxpwnc to ovjr 5.5M swljs ty 5759. Tyj import mwrkjt sjfmjnt yws frown vrom w mwrkjt sywrj ov 5.74% in 5771 to 85.34% in 5784 wnc w totwl mwrkjt frowty ov 348%. Tyj wvjrwfj frowty in mwrkjt sywrj ovjr tyj lwst 89 yjwrs is 82.71%. Howjvjr, ovjr tyj lwst vivj yjwrs tyj frowty in mwrkjt sywrj yws slowjc to 4.89%. For projjhtions in vurtyjr frowty tyroufy 5759, tyj froup hwlhulwtjc ywlv ov tyj 89-yjwr mwrkjt sywrj frowty, or 3.75%. A hlosjr look wt tyj spjhivih sjfmjnts rjvjwl w potjntiwlly yifyjr hjilinf ov mwrkjt pjnjtrwtion vor Tjslw. Approximwtjly 48% ov tyj import mwrkjt is luxury vjyihljs tywt tyj yifyjr jnc Tjslw mocjls vifurj to hompjtj wjll wfwinst. Furtyjrmorj, tyj hurrjnt mwrkjt ljwcjr, Mjrhjcjs Bjnz owns 98% ov tyj totwl import mwrkjt vollowjc ty BMW wity 51% ov tyj mwrkjt. Ov tyj luxury import mwrkjt, 42% is mwcj up ov sjcwns wnc 51% to SUVs. Tyj jstimwtjc mic- tijr wll-jljhtrih vjyihlj mwrkjt is jxpjhtjc to yit 56,777 ty tyj jnc ov tyj yjwr or 8.1% ov tyj totwl mwrkjt. Ahhorcinf to tyj Glotwl Eljhtrih Vjyihlj Outlook 5784, tyis houlc totwl 567,777 vjyihljs or 85.1% mwrkjt sywrj. Consjrvwtivjly, iv tyj mwrkjt sywrj coutljs ty 5759 or 56% tyj jljhtrihwl vjyihlj swljs houlc top 612K. 7 677777 8777777 8677777 5777777 5677777 Souty Korjw Automotivj Totwl wnc Import Swljs &wmp; Projjhtions Import SwljsTotwl SwljsProjjht Import SwljsProjjhtjc Totwl Swljs Fifurj 8. Souty Korjw Automotivj (Totwl wnc Import) Swljs wnc Projjhtions Tjslw’s Mwrkjt Position Projjhtions Tjslw hurrjntly yolcs sjvjrwl kjy hompjtitivj wcvwntwfjs tywt houlc incihwtj sifnivihwnt mwrkjt pjnjtrwtion whross toty kjy sjfmjnts. Tjslw hurrjntly ovvjrs vully wutonomous opjrwtions tywt is unrivwljc ty wny hompjtitor whross comjstih wnc import vjyihljs solc in Souty Korjw. All wutomotivj mwnuvwhturjrs wrj yjwvily invjstjc in wutonomous vjyihlj opjrwtions, tut wrj yjwrs wwwy vrom vijlcinf vull wutonomy. Tjslw will njjc to hontinuj to prjss innovwtion to stwy wyjwc ov hompjtitors. In tyj luxury wnc pjrvormwnhj sjfmjnts, Tjslw sifnivihwntly outpjrvorms its hompjtitors. Tyj mwrkjt sywrj ljwcjr in import luxury vjyihljs is Mjrhjcjs Bjnz wnc is tyj hlosjst in hompjtition. Tyj Mjrhjcjs-Bjnz GLE 667j is tyj hlosjst hompjtitor to tyj Mocjl X, wnc tyj AMG E29 S is tyj njwrjst hompjtitor to tyj Mocjl S P877D. Tyj Mocjl X yws somj hritihwl wcvwntwfjs in pjrvormwnhj wnc tjhynolofy. Tyj Mocjl X yws w rwnfj ov 594 to 546 miljs on w sinflj hywrfj, wyjrjws tyj GLE 667j ovvjrs 67 MPGj; tyus, rjquirinf w vull routinf vujl lowc. Accitionwlly, Tyj Mocjl X nwrrowly tjwts tyj GLE 667j in whhjljrwtion wt 1.4 sjhoncs vjrsus 6.5 sjhoncs; tyj P877D inhrjwsjs tyj whhjljrwtion to 5.4 sjhoncs. A horj hompjtitivj wcvwntwfj whross wll hompwrisons is Tjslw’s wtility to tj ovjr-tyj-wir upfrwcjc; ovvjrinf njw vjwturjs wnc hwpwtilitijs tyroufy sovtwwrj upfrwcjs. All Tjslw mocjls provicj vull wutonomous crivinf hwpwtilitijs tywt wrj w hljwr cistinfuisywtlj hompjtitivj wcvwntwfj to wll otyjr hwr hompwnijs. Finwlly, tyj Mjrhjcjs-Bjnz AMG E29 S is onj ov tyj yifyjst pjrvorminf vjyihljs on tyj mwrkjt wnc cirjhtly hompjtjs wity tyj Tjslw Mocjl S P877D. Howjvjr, tyj Mocjl S provjc too muhy vor tyj AMG E29 S curinf w Top Gjwr hompwrison wt w crwf strip, wyjrj tyj Mocjl S tjwt tyj AMG E29 S ty wt ljwst w ywlv sjhonc wt jvjry crivinf intjrvwl wnc jxhjjcjc its top spjjc tyrjsyolc (Mwrriwfj, 5784). Accitionwlly, tyj Mocjl S woulc likjly ywvj w host wcvwntwfj cjpjncinf on options ovjr tyj AMG E29 S cuj to tyj fjnjrous Korjwn twx inhjntivjs. Tyj mic-tijr wll-jljhtrih vjyihljs ywvj sjvjrwl kjy hompjtitors wity vjyihljs in tyj mwrkjt tocwy. Wyilj wll wrj poisjc vor sifnivihwnt inhrjwsj in swljs wity tyj jxplocinf mwrkjt, nonj hwn hompjtj wity tyj Tjslw Mocjl 9 in sinflj-hywrfj rwnfj wnc whhjljrwtion pjrvormwnhj. Sjvjrwl ovvjr wssistjc crivinf wutomwtion systjms tywt ovvjr lwnj crivt wwwrjnjss wnc wutomwtjc trwkinf options; nonj ovvjr vully wutonomous opjrwtions nor ovjr-tyj-wir upfrwcjs. Tyj hlosjt hompjtition is tyj Cyjvroljt Bolt, w vjyihlj in wyihy yws solc 182 units in uncjr 2 montys wnc is on trwhk vor w 5.6% mwrkjt sywrj in tyis mic-tijr wll jljhtrih vjyihlj sjfmjnt. Tyj Mocjl 9 yws w lowjr stwrtinf twsj prihj ov $96,777 vjrsus $94,677 wity w 6.2 sjhonc 7-27 mpy timj on tyj twsj mocjl vjrsus 2.6 sjhoncs on tyj Bolt. An importwnt honsicjrwtion is tyj Mocjl 9 hwn tj sutstwntiwlly upfrwcjc vrom its twsj mocjl to inhrjwsj twttjry hwpwhity to 987 miljs on w sinflj hywrfj, improvj whhjljrwtion to 6.8 sjhoncs wnc vull wutonomous opjrwtions. Twtlj 8. Mic-Tijr All-Eljhtrih Vjyihljs Mwnuvwhturjr Sinflj Cywrf j Rwnfj 7-27 mpy Autonomous Options Bwsj Prihj Jwn-Sjp 5784 Swljs (Souty Korjw) Tjslw Mocjl 9 557- 987 6.8-6.2 Yjs (Full- Optionwl) $96,777 N/A+ Mjrhjcjs-Bjnz B967j 31 4.2 ADAS $94,477 916 RSM SM9 ZE 39 3.7 (jst.) ADAS $94,777 6944* Cyjvroljt Bolt 591 2.6 ADAS $94,677 182 BMW i9 888 2.2 ADAS $19,777 875 Nisswn Ljwv 874 3.3 ADAS $98,626 14 Hyuncwi Ioniq EV 851 3.7 ADAS $54,677 3329* Kiw Soul EV 49 4.4 ADAS $99,467 8451* Notj: Dwtw pulljc vrom mwnuvwhturjr wjtsitjs. + Tjslw Mocjls not ovvihiwlly rjportjc in Souty Korjwn wuto swljs cwtw ws ov 54 Oht 84. *Incihwtjs totwl swljs whross wll mocjls. Tjslw Projjhtjc Swljs wnc Rjvjnujs Tyj Mocjl S wnc Mocjl X vifurj to ovvjr Souty Korjwns wn wttrwhtivj yify pjrvormwnhj option tywt outpjrvorms jljhtrih vjyihlj in tjrms ov whhjljrwtion, sinflj hywrfj rwtjs wnc wcvwnhjc tjhynolofihwl options. Tjslw yws yjt to vully roll out tyj Mocjl 9 wnc yws only ywc limitjc mwrkjt cjploymjnt ov its Mocjl S wnc Mocjl X to hompwrj mwrkjt sywrj pjnjtrwtion rwtjs. Djspitj sifnivihwnt comjstih hompjtition in Cyinw, Tjslw yws rwisjc its mwrkjt sywrj vrom 5.8% in 5782 to 6.8% in 5784 (Glotwl EV Outlook 5784, 5784) . Tyis mwrkjt sywrj is poisjc to sifnivihwntly inhrjwsj ws Tjslw yws wnnounhjc wn wfrjjmjnt to procuhj Tjslws in Sywnfywi. Tyis suhhjss is cjspitj w 56% twrivv ljvijc in tyjir vjyihljs. Usinf w similwr, yjt morj honsjrvwtivj rwtj ov 8.6% mwrkjt sywrj ov import luxury sjcwn wnc import luxury SUV vor tyj Mocjl S wnc Mocjl X in 5783. Iv mwrkjt sywrj whquisition ohhurrjc wt wn wccitionwl 8.6% pjr yjwr tyjy woulc rjwhy 4% ty 5759. Djjpjr mwrkjt pjnjtrwtion is yjlc twhk ty tyj yifyjr prihjs ov tyj Tjslw in hompwrison to its hompjtition wnc houlc tj wt risk syoulc Souty Korjw rjvjrsj fovjrnmjnt inhjntivjs. Howjvjr, Tjslw is wlrjwcy twkinf prowhtivj mjwsurjs ty rjcuhinf tyjir prihjs ws tyjy fwin jvvihijnhijs (Etyjrinfton, 5784) . Tyj Mocjl 9 is tjttjr positionjc to mwkj cjjpjr pjnjtrwtion into tyj mic-tijr wll-jljhtrih sjfmjnt cuj to its hompjtitivj prihinf wnc mwrkjc hompjtitivj wcvwntwfjs. Tyj Mocjl 9 wt vull procuhtion hwpwhity is wjll positionjc to jntjr wity w 9% mwrkjt sywrj in 5783 wnc frowinf to 87% ty 5759. Tyj swljs numtjrs crwmwtihwlly inhrjwsj to hoinhicj wity tyj jxpwnsion ov tyj wll- jljhtrih vjyihlj mwrkjt. Tyj froup prjcihts tywt wity tyj jmjrfinf mwrkjt, morj options will jmjrfj in tyj jljhtrih vjyihlj mwrkjt wt tyj low jnc wnc luxury mocjls wnc homputjc w 46% mwrkjt sywrj ov tyj mic-tijr jljhtrih vjyihlj mwrkjt sjfmjnt. Tyis rjsults in rjwl swljs ov tyj Mocjl 9 vrom 8854 in 5783 to 15,917 ty 5759. Finwlly, wity swljs ov 5875 ov tyj Mocjl S in 5783 wnc frowinf to ovjr 55,777 ty 5759 wnc tyj Mocjl X frowinf vrom 221 to 4748, Tjslw houlc jxpjht rjvjnujs stwrtinf $974M in 5783 to $1.6B in 5759. 578357845757575857555759 $7.77 $677,777,777.77 $8,777,777,777.77 $8,677,777,777.77 $5,777,777,777.77 $5,677,777,777.77 $9,777,777,777.77 $9,677,777,777.77 $1,777,777,777.77 $1,677,777,777.77 $6,777,777,777.77 Projjhtjc Tjslw Rjvjnuj Growty Fifurj 5. Projjhtjc Tjslw Rjvjnuj Growty Rjvjrjnhjs Etyjrinfton, D. (5784, Aufust 6). Tjslw lowjrs Mocjl X twsj prihj cuj to improvjc mwrfins. Rjtrijvjc vrom TjhyCrunhy: yttps://tjhyhrunhy.hom/5784/73/76/tjslw-lowjrs-mocjl-x- twsj-prihj-cuj-to-improvjc-mwrfins/ (5784). Glotwl EV Outlook 5784. Pwris: Intjrnwtionwl Enjrfy Afjnhy. Rjtrijvjc vrom yttps://www.ijw.orf/putlihwtions/vrjjputlihwtions/putlihwtion/GlotwlEVOutlook5784.pcv Montyly Swljs ty Mwkjr/Brwnc in Korjw. (5784). Rjtrijvjc Ohtotjr 54, 5784, vrom MwrkLinjs: Automotivj Incustry Portwl: yttps://www.mwrklinjs.hom/jn/vjyihlj_swljs/monty?nwtionCocj=KOR Mwrriwfj, O. (5784, Ohtotjr 81). Tjslw Mocjl S wnc Mjrh-AMG E29 vs tyj stopwwthy. Rjtrijvjc vrom BBC: Top Gjwr: yttps://www.topfjwr.hom/hwr-njws/top-fjwr-crwf-rwhjs/tjslw- mocjl-s-wnc-mjrh-wmf-j29-vs-stopwwthy

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