BPMM 6013 MARKETING MANAGEMENT

Marketing Plan: Tan Chong Motor & Nissan
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Prepared for : Assosiate Prof. Dr. Filzah Md. Isa Prepared by : Nurul Hidayah Binti Md Noor 814541 Siti Nabilah Binti Sulaiman 815748

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Situational analysis
Tan Chong Motor Group is entering its over than 50 years of operation. TCM the only one of distributor in Malaysia that get franchise from Nissan’s company to sold it products which is Nissan and Infiniti.

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o Tan Chong Motor Holdings Berhad (TCMH) was incorporated in Malaysia on 14 October 1972. o TCMH Group (the Group) is today one of the largest national conglomerates  the assembly and marketing of motor vehicles and auto parts manufacturing  property development  heavy machineries, industrial equipment and consumer products - both locally and abroad  Warisan TC Holdings – Shiseido Cosmetics Distributorship
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o The franchise holder and exclusive distributor of Nissan and Renault vehicles in Malaysia.

o 98 sales branches and authorized dealership outlets nationwide; supported by 91 after-sales service centres. o Franchise holder and exclusive distributor for trucks and buses under the UD Trucks and Silverbus brands. o The two assembly plants in Segambut (Kuala Lumpur) and Serendah (Selangor) have very close capacity; both plants together can deliver 100,000 units a year.
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Tan Yuet Foh and Tan Kim Hor – imported and sold a Japanese brand of cars called Datsun.o Tan Chong & Co. o First year of business from a shop lot in Jalan Ipoh. they sold 39 units. was founded in 1940s o Tan Chong and his two sons. Kuala Lumpur. 5 .

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Internal analysis of TCM Assembly Propert y Sales and distribution Business Divisions Financial product and service After-sales services 8 .

Assembly  Motor vehicle 2. After-sales services  Spare part  Workshop 9 .Internal analysis Business divisions: 1. Sales and distribution     Passenger cars Light Commercial Vehicles Trucks Buses 3.

Financial products and service          Hire purchase Leasing Insurance agency Money lending Management and investment Hire purchase Leasing Insurance agency Money lending 5.4. Property 10 .

TCM products and services: Product (Nissan) • • • • • • • Sedans Hybrid & electric MPVs SUVs Pickup Truck Van Sport Product(Infiniti) • Sedan & Coupes • Crossovers & SUVs • Hybrid Service • Financing service for customers • Genuine spare parts and auto services 11 .

 For example. Saving in fuel cost. they actually make shift in value.Customer analysis Why customer prefer Nissan vehicle compare other rivals?  Nissan always come with something different in values that can attract customer attention. people choose Nissan Leaf not just because of they aware about environment safety. 12 .

without child 13 .Characteristic of Nissan buyer:  Nissan Leaf – female. families  Nissan Grand Livina – customers like to gathering with family  Infiniti – luxury buyer  Nissan Murano – male 40s. age 30s.

Value chain analysis Nissan Tan Chong Motor Assembly Unit Tan Chong Distribution Unit 14 .

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Tan Chong Motor SWOT analysis Strength Good reputation Experienced management and skill human capital High quality product Market diversified product Weakness Largely dependent on the domestic automotive Limited market 16 .

and Naza Government offer – rebate Investment in Indo-China market Threats National Automotive Plan put TCM and Nissan a disadvantage – support national cars The increase globalization has threat TCM with facing new competition 17 . Honda. Perodua.Opportunities The sliding market share from Proton.

Nissan SWOT analysis Strength  Strong financial performance  Strategic partnership  Innovative culture  Growing brand reputation Weakness  Product recalls 18 .

Opportunities  Growing global demand for environment friendly vehicle  Growing through acquisition  Increasing fuel price Threat  Declining fuel price  Global competition in automotive industry  Rising raw material prices  Natural disasters  Appreciating yen exchange rates 19 .

the alliance with Renault is an advantage in development of automotive technologies which boosted Nissan sales. 20 . Environmental – the preference towards hybrid cars – Nissan Leaf and Serena S-Hybrid Economic – fuel price hike. consumers.Macro-Level External Environment      Political and legal – Malaysia’s highly intricate and complicated policies for automotive industry. Technological .changing of life cycle stages and lifestyle. modest and uneven global growth. Social . Malaysia inflation instability.

Competitive Environment   Rivalry among existing firms Top competitors  UMW Holdings Berhad  Sapura Industrial Bhd  EP Manufacturing Berhad  Yokohama Industries Berhad  Boon Koon Group Berhad 21 .

” o Then they identify and profile distinct group of buyers based on demographic. positioning o It hard for marketer to satisfy all customers in market because everyone have their own needs and wants. marketers decide to divide the market into “segments. psychographic. 22 .Segmentation. geographic. o So. target market. and behavioral that was different among buyers.

 for the chosen target market. marketer will choose which segment have a big opportunities. then choose it as “target market”. firm will develop market offering. then the offering will be positioning in minds of target buyers as delivering some of values.  23 .Then.

Target market of Nissan Demographic Psychographic Behavioral 24 .

Market offering Sedan Pickup and truck Infiniti Nissan product SUVs Hybrid & electric cars MPVs 25 .

Infiniti products Sedan & Coupes Hybrid Crossovers & SUVs 26 .

weekend recreational  Position – delivering value of dynamic performance and comfort 27 .Nissan ALMERA  B-segment  Target market – young family  Position – delivering diversify and unique. which is low cost of ownership. Nissan Navara  Pickup segment  Target market – business person.

28 .Nissan Grand Livina  MPVs segment  Target market – for people like gathering family members  Positioning – delivering the value of happiness and stress free experience. S-Hybrid SERENA  MPVs hybrid segment  Target market – people who sensitive on environment or eco-friendly  Positioning – delivering values of clean environment and fuel save.

Nissan Murano  SUVs segment  Target market – people without children  Positioning – delivering value of luxury with tagline “it hard to get anybody come down.” Infiniti QX70  Luxury segment  Target market – luxury buyers  Positioning – delivering value of elegant muscularity and charismatic performance. 29 .

How Nissan capture their customers?  Nissan come into Malaysia by bringing products closely attuned to the needs and desires of their consumers. customers tend to be loyalty for the brand. will be back with superior service through all phases of the ownership experiences. 30 . It can build trust. when customer own the cars they will get the value of promises delivering in minds.  Their product offering customers a diverse and distinctive selection from the world of Nissan.  Nissan create product with promises for something.

Nissan goal: o Becoming the world biggest seller of batterypowered autos o Leader in the move to make cars safer by adding electronic systems capable of preventing accident and injuries. o “Nissan power 88” – aims to achieve 8% in global market share and to increase its corporate operating profit to a stable 8% by 2016. 31 .

 Pricing Strategies – competitive price with other foreign cars and pricing above local cars price.  32 .Marketing Mix Strategies Product/ Branding Strategies – Nissan prominent brand reputation  Service Strategies – Tan Chong Ekspres Auto Servis Sdn Bhd(TCEAS).  Supply Chain Strategies – Completely Knocked Down (CKD). and minimize queuing. TCEAS encourages reservations on vehicle service appointments via e-booking online facility. to maximize convenience. Local Assembly Plant in Segambut and Serendah.

 TCM continues to excite consumers with the introduction of the Updated 2013 Nissan Teana 2.  Nissan is now the No.TCM performance:  TCM contributes its record sales achievement from the support of the media.2 non national car brand in Malaysia  Nissan ALMERA leads Nissan’s strong performance with more than 1.5L 33 .5000 units booked date.  TCM achieved its highest Nissan sales record in 2012 since its presence in Malaysia for the past 56 years.

html 34 .my/financialhighlight.TCM financial highlight http://www.com.tanchong.

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TCM Goal:  Be an excellent in automotive business TCM Objective:  Widen the geographic footprint in automotive business ASEAN That they achieve the goal?  TCM get awarded “2013 Nissan Global Award” from Nissan company  Nissan also label TCM as “Champion Distributor” because they can sustain the growth well. 37 .  So. the award Nissan give to TCM as testimony in achieving TCM objective.

 TCM also facing Nissan industry challenging that compete with than 130 National Sales Companies. 38 . growth and profitability. but TCM still achieved outstanding sales. a challenging task when rivals regularly launched new model  Get “2013 Nissan Global Award” as a proof of TCM hard work and dedication to superior performance.How TCM get trust from Nissan’s company?  TCM had maintain sales volume with aging models.

39 . reducing CO2 emissions. they attract people to experience something that shift in value.  TCM – widen the geographic of footprint in automotive business in ASEAN.Future plan:  Nissan – become fully electric car. What makes Nissan brand strong in Malaysia?  Nissan diversify and unique brand.

 Create dynamic. cohesive campaigns that consistently speak to Nissan customers about the experience after use Nissan vehicle.Suggestion:  Nissan should conduct more comprehensive market research to clearly define their customer needs and wants.  Nissan also can increase their after-sales services like give more longer period in warranty. 40 .

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