Car Industry Analysis

Synergizing Marketing communications

Assignment topic Car communications

Student name N.M.Naflan

Reg. No. 0000020349

December 2014 Examination

Post Graduate diploma in Marketing

Srilanka Institute of Marketing

Table of Contents

Executive summary

Introduction

1. Car market analysis

2. Trends of the car industry

3. Analysis of External factors

4. Analysis SWOT

5. Business objectives

6. Communication objectives

7. Communication strategy

8. Financial analysis of communication strategy

9. Recommendations

10. conclusion

Executive summary

This is a report presented by the senior brand manager to the managing director to recommend where the focus of the launch should be. Basically it includes an analysis of the car market in local

2) Modern Trends in the industry

1-Modern and latest technology applied in many new models of cars

It is very much clear how the technology has influenced the auto mobile industry, today people will love the innovative technology, it has high demand, people are changing towards a technological environment and all expect technically well proved cars. ZEN car must possess the above feature to capture the potential customers.

2-eco friendly cars

Its crystal every developing country is moving forward towards a challenge of globalization and environment friendly concepts .people also adapt to this and if the vehicle is eco friendly it’s going to be a selling feature for the manufacturer

3- Small car concept

Due to the higher range of vehicles and due to the concept of small families, today many families tend to have a small car which has become a modern trend; this concept of small cars plays a main and significant role in car industry of srilanka

4- Innovative model

It is very much key factor to present innovative and new models to the dynamic and highly competitive market. New features, styles can play a decision changing role in the today’s automobile

Opportunities

-Opportunity to enter the competition easily

- Economic growth of the country is sound and promising in future.

Threats

- Tax system of the country

- Low price local cars

- - Higher competition in innovative technology

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5) Business objectives

Establishing goals and objectives is an important part of the marketing process, particularly when launching a new product or line extension. In the case of ZEN car there must be set of objectives from Nissan Company at the launch. Objectives define the techniques an organization will use to achieve sales success, customer service goals, financial goals and any other measurable aspirations of the company.

Following can be categorized the Business objectives of the company in relation to ZEN car

• Attracting and retaining customers

• Create a timeline in the marketing plan and follow up regularly to ensure that everyone involved is on schedule.

• Attracting new shareholders and investors towards the company to invest on the new