Beruflich Dokumente
Kultur Dokumente
Marketing Management
MKT-302
Group Project
On
Sports Utility Vehicles
(SUVs)
Prepared By
Name ID
Md. Zahirul Quiyum 0620369
Abdul Ali Razib
0610044
Letter of Transmittal
To,
Rumman Hassan
Course Instructor
MKT-302
School of Business
Independent University, Bangladesh
Dear Sir,
We are very grateful to you for giving us such a wonderful opportunity
for composing this project report on SUVs Competitive strategies.
This assigned task has developed upon the interview we took and our
knowledge based on this topic.
We have tried our best within our limitations to make this report useful
one and undoubtedly completing this paper was worth the effort.
Finally we would be highly oblige if you overlook the minor errors in
the report and earnestly hope that you enjoy reading this report as
much as we did while composting it.
Yours truly,
Md.Zahirul Quiyum
ID: 0620369
Acknowledgement
This project report might not be possible without taking some helps
from the books and the internet. This report has been prepared by
group of 2 people as a part of the MKT-302 course requirement. It
is prepared after having extensive surveying and analysis.
Table of Content
Chapter Contents
1 Executive Summary
2 Introduction
3 Current Market Situation
4 Prices of Different
Companies SUVs
5 Competitive Strategies for
market leader
6 Market Challengers
Strategies
7 Market Follower Strategies
8 Market Nicher Strategies
9 Conclusion
10 Reference
11 Bibliography
Executive Summary
Introduction
The trend analysis of the last two financial year’s sale show that, the
demand for SUV is again increasing after a set-back of the previous
couple of years. So, there are enough opportunities to grab a bigger
share of the SUV market. Strengthening the sales of pre-owned SUV
can be a good strategy to target middle-class customers. This will also
result in more visibility on the road. There is possibility of motivating
and facilitating private customers to buy used Mitsubishi SUV’s by
arranging a used car sale initially every month then even as frequent
as every week. If a Mitsubishi Club can be introduced, R.L. will be able
to build a system to communicate with its customers, listen to them,
respond to their requirement, learn the down side of its operation,
make improvement, create brand loyalty etc, which should help to
capture and retain substantial amount of market share of SUV’s.
A product innovation may come along and hurt the leader. The leader
200
might spend conservatively whereas a challenger spends liberally
(Nissan has already attacked by capturing the government segment).
The leader might misjudge its competition and find itself left behind
(Mitsubishi has lost market share of government segment because it
didn’t succeed to manage the political condition in the favor of them).
The leader must need to spend much on product research and product
development to hold its position.
Market-Nicher Strategies
In this industry, there does not have any niche. Because to enter and
survive in this industry, a firm requires a huge amount of financial
funds, any small firm does not want to enter this market segments and
so the existing firms do not offer any specific SUVs for any specific
community or group.
Conclusion
The automobile industry in Bangladesh is resembled as differentiated
oligopoly competition. This industry has a limited number of
companies, high entry and exit barriers because of high capital
requirements, intense competition and so on. To capture more market
share and attract new customers, it requires huge promotional
activities, so cost of running activities in this industry is high. The
market segments of SUVs are highly unattractive too because of
numerous, strong and aggressive competitors. Reasonable duty
structure, CNG facility, change in life style of middle class & upper
middle class family will make these segments more attractive as well
as competitive. The big company Mercedes-Benz has provided high
quality SUVs and services. Its SUVs are capable to perform better,
comfortable driving, luxurious, high engine performance and swiftness.
But they are dominated by Mitsubishi Motor Corporation, Toyota and
Nissan because of comparatively high price and less fuel efficiency.
Reference
http://en.wikipedia.org/wiki/Suv
http://www.automobilemag.com/used_car_pictures/05/suvs/mitsubishi/i
ndex.html
http://www.automobilemag.com/used_car_pictures/05/suvs/bmw/index.
html
http://www.automobilemag.com/used_car_pictures/05/suvs/honda/inde
x.html
http://www.automobilemag.com/used_car_pictures/05/suvs/nissan/inde
x.html
http://www.automobilemag.com/used_car_pictures/05/suvs/toyota/inde
x.html
http://www.automobilemag.com/used_car_pictures/05/suvs/mercedes_
benz/index.html
http://www.automobilemag.com/used_car_pictures/05/suvs/mazda/inde
x.html
http://en.wikipedia.org/wiki/Nissan#Alliance_with_Renault
http://en.wikipedia.org/wiki/Nissan
http://www.automobilemag.com/used_car_pictures/05/suvs/lexus/index
.html
http://www.toyota.com/about/our_business/at_a_glance/index.html
http://www.nissanusa.com/about/
http://www.toyota.com/about/our_business/at_a_glance/index.html
http://www.mitsubishi.com/e/group/about.html
http://www.nissanusa.com/about/heritage/the-early-days.html
http://www.mitsubishi.com/php/users/category_result_industry.php?
gyousyu_id=0006&lang=1
http://www.mitsubishi.com/php/users/category_search.php?lang=1
Bibliography
1. Marketing Management
Written by: Philip Kotler & Kevin Lane Keller
12th edition
2. Principle of Marketing
Written by: Philip Kotler & Gary Armstrong
11th edition