MAKERERE UNIVERSITY BUSINESS SCHOOL

RETAIL MARKETING COURSE WORK 11

NAME REG NO SIGNATURE

KALINZI KENNETH 15/U15667/EVE
KATO JOVAN 15/U1396
NAKAYENGA NATASHA 14/U/1477
INGABIRE JOSIANE 15/X/2312/EVE
MUSUMBA JOSHUA 15/U17008/EVE
 CITY TYRES LIMTED
Introduction
City Tyres is a subsidiary of Mandela group of companies that comprises of Mandela
Auto spares and City Oil, and is East Africa s leading tyre supplier and the authorized
dealer of reputable brands like like Pirelli, Mrf, Cooper, Kumho, Hercules, Alliance, Ling
long and Bkt. Of which these are all tyres of the highest qualiy that are tropicalised to
meet the demands and conditions of African terrain.We are also authorized dealers of
Hyundai enercell batteries which are tough and long lasting free batteries.

How we operate
As a private limited company, we operate in many areas like marketing of different
company products, offering different products to clients through sales, under a board of
directors headed by the chairman Omar Ahmed then followed by several managers like
Abdullahi Ahmed the sales and marketing manager, Husein Ahmed the finance manager,
and Hassan Ahmed the executive director
Location of the company
As a company, we have several hi-tech tyre fitment centres in Kampala and also
upcountry that we fully own.And these are located at Mandela Auto zone 6 Street
industrial area, City oil jinja road (Nakawa), Bombo road, Kira road, Namirembe
among
others.

Products and services that we offer to clients

In all our locations, we offer a variety of tyre brands and sizes to our clients, services like
computerized wheel balancing and alignment, and other value added services like
computerized head light adjustment, tyre changing and fitment, tyre and pressure checks,
puncture and tyre repairs, sale of sports rims and truck tubeless, and sale of batteries and
many other auto accessories.

How products are distributed

All our establishments are fully insured and comply to fire safety regulations like smoke
detectors, over-head sprinklers and fire extinguishers. We also have a fleet of 100
vehicles for both marketing and logical support. These vehicles ensure that our clients are
attended to promptly and their orders are delivered right to their doorstepts free of charge.
At any given time, our ware housing holds stocks that can last for up to 6 months and this
assures you of supply all the time.

CITY TYRES RETAIL MARKETING STRATEGY

SITUATION ANALYSIS
Business trend analysis
City tyres has been growing as revealed from a fleet of over 100 vehicles for both
marketing and logical support that the company has. And the vehicles ensure that our
clients are attended to promptly and their orders are delivered right to their door steps
free of charge.

Still any time our ware housing holds stock that can last for up to 6 months and this
assures one supply all the time to customers.

Market trend analysis

The challenge is that City tyres is focusing on brands like Pirelli, kumho, linglong, mrf
amog others and yet customers have now changed their preference i.e they prefer new
and improved brands like yokohama, bridgestone, among others.
Competition analysis

Competitor Strength Weaknesses

City tyres o Highly qualified staff which is well trained and
experienced to handle all tyre requirements
o Technology efficiency where all branches are
equipped with state of the art computerized
equipment , and latest technology aswell.
o Huge capital base where we have several hi tech
tyre fitment centres in kampala and also
upcountry that we fully own.

City tyres objectives

1 Our main objective is developing fuel stations all over the country so as to serve
Uganda s ever growing transport industry

2 We intend to expand our coverage to all regions of the country so as to cater for the
upcountry clients

3 We also intend to become a house hold name as far as tyres are concerned.

CITY TYRES STRATEGIES

Growth strategies
In line with the objective of expanding our coverage to all regions of the country City
tyres will pursue market expansion and market development growth strategies. For
market expansion, it has to target market areas and tacticks include, establishing more
branches in all regions of the country especially upcountry.
For market development, here it persuade and attract new customers using existing
products and services levels, tactics here could include, running adverts that appeal to
new segments of customers like corporates and youths.

Competitive Strategies
Differentiation, where we have to continue pursuing what makes us unique from our
competitors like kampala tyre centre, ureka motor spares among others and tacticks here
may include recruiting more dedicated staff, upgrading our technology, and also training
staff in superior customer services.

Cost leadership, to realize our second objective, we have to incure more costs for
expansion so as to increase its coverage and the only way is through revenues and profits
and here the tactics could aswell include, instituting automatic systems that would
otherwise be paid to staff, say cameras to do the security so as to use the funds for
establishing more branches in the regions.
Market mix strategies
Distribution strategies and here tactics would include, instituting a system where
customers deliveries at homes/ office can be made, customer orders can be taken via
telephone or email and deliveries made hence forth so as to reduce customers shopping
time.

Place the tactic here would include places would potencial buyers so as to increase the
company coverage to different regions of the country.

Promotion and this includes tactics like frequent advertising on different platforms like
radios, television amomg others aswell