Marketing Plan

Shuo Gu 14873093

Marketing Plan
Pioneer Quality Cars-Used Car Dealership
June 2015

Paper: Marketing Management, Term3 2015
Professional Master of Marketing
Lecturer: Kate Jones
Submitted by: Shuo Gu
Words Counts (Report body only): 2712
ID Number: 14873093
Date: 10. June 2015

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Marketing Plan

Shuo Gu 14873093

Table of Contents
1

Executive Summary

2

Situational Analysis
2.1 Customer
2.2 Company
2.3 Context
2.4 Collaborators
2.5 Competitors

3

Market Analysis and Strategies
3.1 Segmentation
3.2 Targeting
3.3 Positioning

4

Tactical Plans
4.1 Product
4.2 Price
4.3 Place/Distribution
4.4 Promotion

Appendix

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Marketing Plan

Shuo Gu 14873093

1 Executive Summary

Pioneer Quality Cars is a used car trader headquartered in Japan. We are new in
New Zealand used car market but have over 10 years experience with strong brand position, distinguished by high quality, low cost and efficiency in Japan. Pioneer
Quality Cars purchases 100,000 cars a year in Japan and distribute them within our direct sales dealerships all over Japan. Now we want to bring our quality cars into
New Zealand market. The ideal customer segment of Pioneer Quality Cars is the
25-55 year old people with modest income who pay attention to quality when buying used cars. Families living in rural areas are especially our focus out of target customer segment. We will be positioning our product as high quality but reasonable priced used cars in New Zealand market. There are numerous competitors in New
Zealand market. However, our different brand positioning may bring us a competitive advantage to potentially attract target customers from competitors. Our brand association is high quality. The average price of our used cars is relatively high compared with other used cars in the market. Nevertheless, our price can be still competitive if customers look at the same model with similar quality and condition in the marketplace. Our quality used cars will be only distributed in our direct sales channels. E- commerce will be a supplementary channel to promote the sales of our long-time storage cars. We will apply multiple media vehicles to engage our target customers. Initially, we use TV and testimonial ads to gain market awareness and enhance positive attitude of our target customers towards our brand. Along with the
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Marketing Plan

Shuo Gu 14873093

brand growth, we hope to drive sales by introducing promotion campaigns, such as customer referral program.

2. Situational Analysis

2.1 Customer

New Zealand has large population of car users. The car license holder statistic 2013 shows age group from 25-55 covers 66% of the total number of car license holders
(P.163, Ministry of Transport, 2014). People in those age groups would be potential consumers for Pioneer Quality Cars.

In regards to the consumer’s attitude towards buying used cars, the price and quality would come to the mind primarily. Safety and Security are on the basic level of the hierarchy of consumer’s need (Maslow & Lewis, 1987). This reflects onto the consumer behavior of judging whether a used car is of good safety performance in the first place. Therefore, used car buys prefer to go to a physical dealership to look at and test drive the car in person.

Obviously used car buyers tend to be price sensitive compared with brand new car buyers. However, we should be aware of there are still a numbers of used car buyers who become not very price sensitive when it comes to safety concerns and premium
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Marketing Plan

Shuo Gu 14873093

brand for used cars. Besides, we know car consumers will neither simply purchase a used car upon sales promotions nor make the deal frequently, as purchasing of bulk merchandises like used cars often costs a lot of money and requires rational decisions (Bettman, Johnson, & Payne, 1991). Those factors will be considered in our pricing strategy.

New car sales in New Zealand reach a 20-year high record in March 2015 according to Nzherald (The New