INTERNATIONAL TRAINING COLLEGE LINGUA

Towards Educational Excellence

REG: CC/2002/2793

Centre Nº 833006

DEPARTMENT OF BUSINESS AND MANAGEMENT

NAME: Kredula Shikongo

STUDENT NUMBER: LCS0014782 BA2

COURSES: BA L7

Module: Business Management (L7)

LECTURE’S NAME Ms. C. Chamisa

ASSIGNMENT: 1

DUE DATE: 31st August 2020

Question 1

The Marketing plan

For

INDONGO TOYOTA

C/O Hosea Kutako Drive &

John Meinert Street,

Windhoek, Namibia

Reg Office: Indongo Auto Pty Ltd

P. O.Box 5513,

Auspanplatz

Windhoek, Namibia, 9000

Reg. Company Number: 80/089

VAT Reg. No. 0026242015

“Offering You First World-Class Service”

 MISSION STATEMENT

We commit to always putting our customers first and will continue to do so going
forward. We have based our business model on the principles of integrity and
professionalism and we hope this is noticeable when you visit our various dealerships.
Stay tuned to our various Facebook pages and websites to see where we take the
Indongo brand into the future.

INTRODUCTION

The Indongo toyota is targeting an opportunity in the consumer’s market in South Africa.
We plan that the process of marketing will be structured in a significant structure with
aim to attract a large scale of customers with objectives set aside to be meet and
achieved within a period of 12 months (1 year). The Indongo Toyota is made up of
various dealerships located throughout Namibia that specialize in the sale of both new
and used cars, trucks, buses and commercial vehicles. We have years of industry
experience under our belts and remain committed to delivering the same quality of
service that has made us what we are today. We plan to introduce a car dealership at
retail level in Soweto and introduce new bakkie, SUV or truck of recent modes (2019
and 2020).

COMPANY ANALYSIS

The company will analyze its products on monthly basis. The sale and delivery of
products will be regularly monitored. LIFO (Last-In First Out) method will be used as
customers pick their favorite vehicle to maximize space and area of products. We are
an Efficient dealer that minimize costs to enable aggressive acquisition of inventory and
deliver maximum ROI (Return On Investment) with a year.

Goals- Maximum sale volume in a year, and to make a small profit/loss per vehicle, an
indication that appraisers are accurately assessing valuations and assumes no
inventory adjustments or pack adjustments. It is closely tied to appraisal-to-trade ratio

Focus- Our focus is on the sale of Toyota cars, and providing maintenance services to
the and other cars that are not purchased from our car dealer or branch.
Culture- not relevant

Strengths -High quality products (strong body built vehicle with quality and flexible
parts)

- Innovative in dealership products, services and its concepts

-High brand awareness (on both social medias and local launching programs)

-Attractive shops, Positioned in places of very high frequency

-Brand very trendy and shared by influencers and users on social networks.

- Very good public relations

Weakness-No advertising on time

-packaging products is not fun.

- low dealership stores network in the country (South Africa)

MARKET ANALYSIS

There are other retail shops in South Africa, they offer similar products, but their
marketing strategies are very weak and not well structured.

PRICE TO MARKET / MARKET DAYS SUPPLY- we embrace the balance between a

vehicle’s desirability and its price. We will make use of data to dictate when it is
appropriate to “go for the gross” and when the window for profit is short, so they need to
price aggressively from the start. The data is also a foundational element in inventory
acquisition and appraisal processes.

GROI, or Gross Return on Investment, is the product of the gross as percentage of the
sale multiplied by turn rate. For example, a R10,000 vehicle generates a R1,000 profit
for a 10 percent gross as a percent of sale. It depends how long it took to sell. If we take
eight months, the turn-rate would be one for a GROI of 8. If it sold in one month (a 12-
turn equivalent), the GROI would be 120. For our vehicle to make financial sense, the
goal is a minimum GROI of 120. This concept will also be applied to an entire inventory.
COST TO MARKET, we monitor Cost to Market, which compares the retail value of a
vehicle to the total investment in a vehicle, including acquisition cost, reconditioning,
transportation, pack, etc. We want to minimize costs, to enable aggressive acquisition of
inventory and deliver maximum ROI.

Market share, bargaining the power of customers and jockeying for position among
current competitors. We plan to take up 30% of the market industry in supply of Toyota
bakkies, SUV, Sedan and Trucks.

SWOT ANALYSIS

STRENGHTHS WEAKNESS

-High quality products (best design of the -No advertising on time.

toyota models)
-packaging products is not fun and does not
- Innovative in these products and its follow with the products.
concepts
- low dealership stores network in the
-High brand awareness, marketing and country
adverting on TV and in newspapers.

-Attractive shops, pleasant smell Positioned

in places of very high frequency

-Brand very trendy and shared by

influencers and users on social networks.

- Very good public relations

OPPORTUNITIES THREATS

-Possibility to open many dealership stores -In competition with other dealers of the
in other towns such in Johannesburg and same Toyota brand
Pretoria.
-Unsold cars increases old model sales
-Opportunities to increase sales over 100
-Risk of suffering the TAX consequences
customers per month. - The market of new model of cars
increasingly competitive.
-Consumers increasingly demanding quality
in our vehicles and maintenance.

-Expanding garages and improving on the

services delivered to customers every day.

Indongo toyota dealership is rank among other car dealership businesses that we
fortune quickly altered based on shifting customer preferences, competing other car
dealers and changes in the economy. Our SWOT analysis will give our dealership a
clear sense of the strengths, weaknesses, opportunities and threats that it faces,
leaving us with a better positioned to respond to business challenges. We aim to Stand
out from the competition and to respond to market changes.

MARKETING OBJECTIVE

As we view the market of dealership in South Africa, is not very distributed. We want to
expand the market by bringing the latest models of cars.

With this new marketing strategy, our goals are:

- To increase sales volume (from 80 cars sales to over 100 cars sales a month).

- To create customer’s loyalty.

- To increase the awareness of the new designed vehicles and car modes (via websites,
Facebook, magazines and posters).

-Model image (Giving the new features of the new models)

-To get the consumers views on the products such as on the automatic and manual
vehicles.

-To beat out competitors in the same car dealerships such Jun Jap and Volkswagen
retailers in providing a great quality services.

-To provide a dealer that offers quality products to customers and quality services.
SELECTED TARGET MARKET

Our target market is the car dealership and auto repairs and maintenance market. We
want to be the best selling vehicles being our main objective of our business we also will
also have several additional and after-sales services that we will provide to our clients
which include maintenance, repairs and organising finance. If you're considering buying
a new car, bakkie, SUV or truck, are in need of repairs for your current model or are
looking at your different options with regards to finances, then the Indongo Toyota and
Hino dealerships should be your first pit stop.

SEGMENTATION

Geographic criteria

-Climate: Does not matter because it has no impact on the perennmiality of the products

-Region/ country: Soweto, South Africa

Demographic criteria

-Age: Tend to be mostly 18, 18 to 60, and the retired group, will focus on practicality.
Cost may be less important than quality and features. This group wants comfortable,
nicely equipped vehicles at a reasonable price. They will want a vehicle that will last for
years.

-Family: married and single.

-Sex: both female and male

-Income: Middle income

-Occupations: Varied, but mostly white color tends to buy more than the blue color
professionals.

-Education: Varied, but customers have knowledge of environmental, suitability and

rights to own assets. The knowledge can be found across the spectrum of exposure to
new development. Most educated people will a high score in our sales books.

-Religion: Not relevant

Psychologic criteria

-Social: Middle to upper class (financial stable)

-Personality: Thoughtful about purchases, not compulsive.

Behavioral Criteria

Purchasing situation: Mostly regular occasion (daily use), but there are special
occasions models in the Indongo Toyota dealership, such as during the beginning of
year (when introducing a new car model of that year).

-User rates: Medium

-Readiness: Financial independent and interested.

-Loyalty status: medium to strong

-Attitude toward the products and services: Positive in some cases enthusiastic.

POSITIONING,

Indongo Toyota is positioned as an ethical car dealer. Our slogan “Offering You
World-Class Service” is based on the fact that Indongo Toyota car models are of
ethical models that carries values believed by the founders.

Indongo Toyota is also positioned as a high-end car dealer with superior resent models
of cars and service quality. Its recent models are flexible, efficient, and greatly designed.
Indongo Toyota also offers superior services to customers, such as vehicle
maintenance and that to our Website for booking strategies.

Changing of position, Indongo Toyota plan to introduce new car models of 2019, 2020
models as well as put in place the auction of old models vehicles that are still in the
garages. A car maintenance services in an additional on the new positioning.

The other key to Indongo Toyota that differentiates it from all these competitors in the
industry is its fun side. While most recent car models play on a professional and serious
side. Unlike its competitors in the market who sells old model cars and give
unprofessional services to clients and therefore our cars are flexible and gives a
relaxing environment to users. Our car maintenance gives a safe, suitable and
professional driving environment.

We plan to locate our new branch of the car dealer retail and services in Soweto, South
Africa.

MARKETING STRATEGIES

Our marketing strategy a long-term (12 months), forward, looking approach and an
overall game plan of any organization or any business with the fundamental goal of
achieving a sustainable competitive advantage by understanding the needs and want of
customers.

Our customers will be attracted by our dealership environmental and ecological friendly
aspect of the new car models and quality car services on the Toyota vehicles and
customers can combine several of these profiles at the same time.

Our websites give relaxing and attractive segments, we gen chances to program our
products and services on Tv and newspapers.

Conclusion.

We continue to look to the future and work tirelessly to provide the greater South African
market with reliable Toyota vehicles and quality services assurance. We will always be
delivering exceptional vehicles at incredible prices as well as offering you world-class
service.