A MARKETING PLAN BY

THE USUAL PROSPECTS

SITUATIONAL AND COMPETITOR ANALYSIS

DEMANDING CUSTOMERS COST SENSITIVE, YET TECH SAVVY AND ENVIRONMENT CONSCIOUS

EXPLOITING THE OPPORTUNITIES

STRENGTHS• GREENEST AUTOMAKER OF

2004, 2007

• AWARD FOR EXCELLENCE IN RESPONSIBLE ENGINEERING

• ACCORD HYBRID WINS BEST FUEL ECONOMY IN 2006 IN $30,000 TO $45,000 CATEGORY

• INSIGHT EARNS HIGHEST FUEL ECONOMY RATING IN 2005

• TECHNOLOGY OF THE YEAR IN 2002

OPPORTUNITIES

• GROWING ENVIRONMENTAL AWARENESS

• LEAST FAULTY VEHICLE

• TECHNOVATION

MARKETING OBJECTIVES

• 15% OF FAMILY SUV MARKET BY 2010• IMAGE MAKEOVER

FROM TO

• SUPPORT

MARKETING STRATEGIES

• PRICE STRATEGY

• PROMOTION STRATEGY • CHALLENGE STRATEGY

‘MEMORIES OF TOMORROW’

• DREAM MARKETING STRATEGY

• PRODUCT STRATEGY COUNTER “STEREOTRAPPING” FOCUS ON PERFORMANCE ATTITUDE FUNCTIONALITY

• PLACE STRATEGY DISTRIBUTION STRATEGIES

BUDGET

SCHEDULE

DRIVEN ON ALL FOURS

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