Fina

l Examination Assignment of Marketing

Submitted to
Shayala Yesmin
Course- Lecturer

Course Title: Marketing Management

Course Code: MKT3123
Section- (B)
Department of School of Business Studies
Southeast University

Tarek Isteeak Tonmoy ----------- ID: 2016010000130

BBA Program

Batch 42

Southeast University

1|Page
Question Answer No -1

SUNSHINE TRAVEL AGENCY

Sunshine Holidays is a sister concern of Sunshine Travel Air International, one of the Best
Travel Agents and a professional Tour operator in Bangladesh. Sunshine have got worldwide
connection with sophisticated communication network and earned a good reputation in serving
both inbound & outbound tourists with satisfaction. Sunshine Holidays has strived hard to reach
a very specific high standard to be recognized by IATA, TOAB and ATAB. Sunshine have taken
all out endeavor to promote the tourism in this region keeping pace with the trend of regional &
world tourism in such a manner where services and nature both are guaranteed because
Sunshine’s’ commitment is more than a promise of any one, round the clock Sunshine work for
their industry and their client satisfaction.

Sunshine Holidays rise has been led by the vision and the spirit of each of its employees, for
whom no idea is too big and no problem too difficult. With untiring innovation and
determination, Sunshine Holidays innovatively began to diversify its product offering, adding a
variety of online and offline products and services. Sunshine Holidays also stayed ahead of the
curve by continually evolving its technology to keep up with the ever changing demands of the
rapidly developing global travel market. Steadily establishing itself across Bangladesh and the
world, Sunshine Holidays simultaneously nurtured the growth of its offline businesses, like its
franchises and affiliates simultaneously, augmenting the brand’s already strong local presence
further. Today, Sunshine Holidays is much more than just a travel portal or a brand - it is a one-
stop travel-shop that offers the broadest selection of travel products and services in Bangladesh.

Target Market Segment Strategy of Sunshine Holiday Travel

Target market is a group to which a firm directs its marketing activities. Selecting a target market
is crucial in developing an effective marketing strategy. Sunshine’s marketing strategy will be
based mainly on making the right service(s) available to the right target customer. They will
ensure that our services' prices take into consideration organizations' and peoples' budgets, and
that these people know that we exist, appreciate the value of our services, and how to contact us.
The marketing will convey the sense of quality in every picture, every promotion, and every
publication. Sunshine’s intension will be to target those individuals and groups looking for
leisure activities and places to visit. Sunshine realizes the need to focus their marketing message
and their service offerings. Sunshine need to develop their message, communicate it, and make
good on it. The decision to establish strategic alliances with several hotels, lodges and tour
agencies is aimed at tapping their target market effectively and efficiently Sunshine Travel will
divide their target market in two categories. Such as

2|Page
MARKET SEGMENTATION

Main segments which Sunshine has captured are the combination of higher incomes and dual
career families, due to higher income consumer have more disposable income, allowing them to
travel out more often. Sunshine Travel air also segments a group which belongs to middle class
group. Because this groups are significant in volume. Sunshine Travel Air will be focusing on
those Bangladeshi & foreign tourists seeking leisure travel and excursions whilst on vacation in
foreign, with the intention of letting them see and appreciate the numerous attractions in our
country. The need to professionally market their selves and the services sunshine provide,
offering a service of uncompromised nature.
That’s why Market segmentation is very important for business. So they have divided the market
on the basis of four market segmentations. They are

 Demographic segment
 Geographic segment
 Psychographics segment
 Behavioral segmentation

3|Page
Demographic segment
Demographic segmentation bases divide a market in terms of personal characteristics. Sunshine
Travel will make demographic segmentation according to this-
 All ages of people are welcome.
 Middle class to higher class.
 Service man, businessman
 Sunshine Travel Air will accept all types of family like regular and extended family who
wish to travel

GEOGRAPHIC
Geographic segmentation is one of the elements in market segmentation. So Sunshine Travel Air
will make a nice geographic segmentation. Sunshine Travel Air will be opened at Uttara &
Platan commercial area because of population density, good transportation system, improved
roads and highways.

PSYCHOGRAPHICS
Psychographics is another important element for both customers and owners. Products and
services are provided on the basis of,
 Person’s attitudes
 Personality
 Opinions
 Lifestyle
 Interests
 Motive

4|Page
Behavioral segmentation
Behavioral segmentation divides consumers according to behavior patterns as they interact with
a company. Sunshine Travel Company follow behavioral segmentation by this step
 Occasions
 Degree of loyalty
 Usage
 Buyer readiness
 User status

OBOKASH TRAVEL AGENCY

5|Page
Obokash.com is a full-service Outbound Tour Operator in Bangladesh. The founder of Obokash
is a 100% tourism professional with knowledge in most of the destinations and services in the
world for people to enjoy. This company have specialized departments with expertise offer a
variety of services. Each department works independently to provide best services for
customers& clients and become the best travel agency in Bangladesh, focusing on creating
friendship and a long lasting relationship with their beloved clients. In the year 2013, they
decided to create a tour company by the name Obokash.com with the purpose of specializing in
the receptive tourism market and to achieve the title of the best tours and travel company in
Bangladesh. In this regards, they have contracts and alliances with most of the hotels, tourist
organizations & companies in most of the countries around the world that helps us provide the
best quality service to their clients. This is why they look into every single detail of your trip, to
ensure each sector has all the ingredients to satisfy their clients and help us become the best tour
operator in Bangladesh. They have lots of following achievement they proudly talk.
 Certified travel agency of Bangladesh Government – Ministry of Civil Aviation and
Tourism.
 Proud member of Association of Travel Agents of Bangladesh (ATAB)
 Proud member of Tour Operators Association of Bangladesh (TOAB)
 Active alliances and networking with other agencies to serve its International clientele

Target Market Segment Strategy of Sunshine Holiday Travel

Selecting a target market is crucial in developing an effective marketing strategy. Target market
is a group to which a firm directs its marketing activities. Obokash Travel marketing strategy
will be based mainly on making the right service(s) available to the Middle and High class
customers. Professional customer consultation providing hassle free travel and journey. Creative
but determined approach to search for the most appropriate travel arrangements and
accommodations and identifying the best possible values. Their travel consultants are friendly,
polite, professional, and experienced in accommodating both the seasoned traveler and those
who are new to the world of travel. Obokash Travel need to develop their message, communicate
it, and make good on it. The decision to establish strategic alliances with several hotels, lodges
and tour agencies is aimed at tapping their target market effectively and efficiently Obokash
Travel will divide their target market in two categories. Such as

6|Page
 MAR
KET SEGMENTATION
Main segments which obokash Travel captured are the combination of higher incomes and
middle career families, due to higher income consumer have more disposable income, allowing
them to travel out more often. Obokash Travel also segments a group which belongs to middle
class group. Because this groups are significant in volume. Their customer are religion basis, so
they provide best hajj service. Obokash Travel will be focusing on those Bangladeshi & foreign
tourists seeking leisure travel and excursions whilst on vacation in foreign, with the intention of
letting them see and appreciate the numerous attractions in our country. The need to
professionally market their selves and the services obokash provide, offering a service of
uncompromised nature.
 Demographic segment
 Geographic segment
 Psychographics segment
 Behavioral segmentation

7|Page
Demographic segment
Obokash Travel follow the combination of the internet, big data, and artificial intelligence is
greatly amplifying the usefulness and application of demographics as a tool for marketing and
business strategy.
 All ages of people are welcome
 Middle class to higher class
 Businessman
 Service man
 Student

GEOGRAPHIC
Since people in different locations are bound to display different characteristics and have a
variety of wants and needs, geographic location is an integral factor in determining market
positioning and product sales. So Obokash Travel will make a nice geographic segmentation
 Hajj service for Muslim
 Occasion trip for all kind of people
 Honeymoon package
 Official work trip
 Family trip package

PSYCHOGRAPHICS
The Obokash travel people do this segmentation by taking into account the psyche of the tourists.
They gather information about the tourists….
 Attitudes
 Their way of living life
 Opinions
 Overall personality
 Interest

Behavioral segmentation
8|Page
Behavioral segmentation requires you to know about your customer’s actions. These activities
may relate to how a customer interacts with Obokash travel or to other activities. Obokash Travel
Company follow behavioral segmentation by this step,
 Purchasing habits
 Spending habits
 User status
 Brand interactions

Question Answer No -2

9|Page
Part -1
Overview-Founded in 1937, Toyota Motor Corporation is a Japanese company that engages in
the design, manufacture, assembly, and sale of passenger cars, minivans, commercial vehicles,
and related parts and accessories primarily in Japan, North America, Europe, and Asia. Current
brands include Toyota, Lexus, Daihatsu and Hino. Toyota Motor Corporation is the leading auto
manufacturer and the eighth largest company in the world. As of March 31, 2013, Toyota Motor
Corporation’s annual revenue was $213 billion and it employed 333,498 people.
Toyota Motor, among the world’s largest automate manufacturers by auto sales designs and
manufactures a diereses product lineup that ranges from subcompacts to luxury and sports
vehicles to 012s, trucks, minivans, and buses. 'Its vehicles are produced either with combustion
or hybrid engines, as with the various. Toyotas subsidiaries also manufacture vehicles. Toyota
makes automotive parts for its own use and for sale to others. Popular models include the Camry,
Corolla, and Cruiser, and luxury 4e use line, as well as the Tundra truck. Toyota is string to
develop automobiles that meet the needs of customers while at the same time achieving an
optimal balance between consideration for the environment, safety, drivability, comfort and
reliability. Toyota is integrating its assembly plants around the world into a single giant network.
Toyota has sold more than 3$ million full hybrid vehicles worldwide, representing more than 5%
of all global hybrid sales. Toyota Company produces different range of the automobile according
to the need of the customer and more ever it manufacture the various design of automobile
targeting the specific market segment.
Toyota Motor, among the world &s largest automotive manufacturers by auto sales designs and
manufactures a diereses product lineup that ranges from subcompacts to luxury and sports
vehicles to 012s, trucks, minivans, and buses has been successful because has products for
different price points demanded by consumers. The price range of the Toyota Company is lies
expensive to inexpensive. The main things about Toyota company specialist is they customize
their automobile according to their customer need in affordable price. They need to update their
feature and they should develop new automobile that satisfy customer need. The consumer may
define the product differently but the company need to focus on their objective. The Toyota
Company need to maintain their high performance quality and to increase market share thy have
to develop new design automobile with new feature and with superior performance quality.

Brand value of Toyota- It’s no secret that the Toyota Brand is one of the most popular vehicles
in the automotive market today. We probably notice just a fraction of them compared to how
many Toyota vehicles are actually on the road today. Compared to the 2017 model year, Toyota
sales have increased by five percent in 2018, reaching nearly $30 billion. Not only has Consumer

10 | P a g e
Reports named Toyota one of the Best Vehicles in the US for 2018, but Brand Z has awarded
Toyota with the title of the Top 100 Most Valuable Global Brands for the sixth year in a row.
Toyota has built a huge manufacturing company that can produce millions of cars each year for a
wide variety of consumers and has products for different price points demanded by consumers.
They analyze what the customer want and they deliver according to their need. Toyota Company
is the master of lean manufacturing and continuous improvement. 'Its plants can make as many
as eight different models at the same time, bringing huge increases in productivity and market
responsiveness.
The Toyota Company grow so much bigger than any other auto manufacture because of the act
according to preference of the customer Market segment Toyota Company produce large range
of subcompacts to luxury and sports vehicles to 012s, trucks, minivans, and buses. They segment
their product according to need of customer. They create their market segment. They produce
icon car that is target the teenage and it becomes famous among the teenage.

Customization- customization is a process of modifying the some feature of the product. The
Toyota Company give high focus on customization to satisfy each customer. They are more
flexible and they do a lot of assignment before introducing the customized auto. They can
customized in the auto in the section like music player, color of the auto, stereo component to
wheel even the floor mats. Performance quality and the design. The Toyota Company listen to
different customers for designing the new car. They build the car in the design that is suggested
by the consumer and they are timely updated. They develop various design of automobile that is
different from the competitor. Another feature is the performance quality. The performance
quality of all the Toyota company auto is high and they provide high performance quality auto in
low budget. Product line. Toyota uses two way line stretching strategy. They produce high
luxury car to simple car that satisfied the need of both the customer. The market there are very
expensive automobiles as well cheaper to manufacture various design of the automobile focusing
different income level of customer.

Guaranteed Auto protection- Toyota Company provide the insurance of the automobile. They
provide guaranteed auto protection service to all types of the auto mobile. GAP is only available
at the time of purchasing or leasing new or used Toyota. Toyota is integrating its assembly plants
around the world into a single giant network. The plants will customize cars for local markets
and shift production quickly to satisfy any surges in demand from markets worldwide. And the
Toyota marketing strategy focuses on perfection. They will analyze the people perfection and
make a market strategy according to people perception about Toyota automobile.
Durability and reliability- Durability and reliability are two of the most important factors to
consider when purchasing a vehicle. Toyota is just impressive reliability across the board. It’s
typical to see a ton of Toyota vehicles on the road today. Specifically, over 80% of Toyota
vehicles sold 20 years ago are still alive and well today. Along with durability, Toyota vehicles

11 | P a g e
are known for having impressive resale value. According to Kelley Blue Book, the Toyota brand
is ranked as having one of the highest resale values.

Safety-.Safety is also another critical factor to consider when purchasing a vehicle, and Toyota
makes that a top priority. Toyota is so popular among consumers is its standard safety features
such as automatic emergency braking and forward-collision warning systems. On the 2018
model year, the Toyota Camry, Toyota Avalon, Toyota Corolla, and Toyota Highlander were all
named Top Safety Picks by the Insurance Institute for Highway Safety (IIHS). The Toyota
lineups overall quality, consumers have ranked the brand highly for several years. Furthermore,
without forgoing style, the Toyota brand consistently provides comfort and safety.

So, from reliability to overall resale value, it’s no wonder why Toyota has been one of the most
sought out brands in the automotive market.

Part-2

12 | P a g e
The brand identity for Toyota is reflected as: Technological intervention (Research), reliability
and safety as well as respect for the planet.

Brand differentiation- Brand differentiation is basically differentiating your brand from

products addressing the same needs of the target market. In the mind of the target market how
will your brand stand out in the minds of the market from similar products or service providers?
Toyota differentiate it selves in the automotive industry by its lead on. Successful differentiation
on the basis of superior design and quality. This has led to Toyota being able to create a brand
image that is very strong and one that brings to mind quality, long lasting cars when a potential
customer sees it.

Brand positioning would simply be finding a competitive place of preference in the mind of the
consumer for your brand to consider your brand and not the brand of the competitor. Toyota’s

13 | P a g e
uses both differentiation and low cost as generic strategies to try and gain a competitive
advantage over their competitors in the automotive industry.
 Identify a specific target- The Toyota automobile target market is vast and target with its
specific products for different products. Specific target will depend whether it is its low
price Toyota Corolla line of cars to the high priced luxury line of cars and SUVs with
Lexus, Toyota has something for everyone.
 Define the Toyota brand market- The market scope that Toyota uses is a broad one that
encompasses nearly every type of customer that is in the market to purchase an
automobile. Toyota provides vehicles for all price ranges.
 Really understand your targets’ needs The Toyota Brand understand the customer
needs hence the different products in terms of cost and low maintenance, reliable and safe
and concern for the environment. The Toyota brand is very innovative they think outside
the box and have almost every year a new model.
 See brands through consumers’ eyes. The Toyota is valued by the consumer very as
per the graph by Brand Z below.

14 | P a g e
 Don’t be afraid to think big- The Toyota brand thinks big. The brand is motivated by
technological innovation and believe in doing better. Hence having continues new
models. Provides for a broad market form low income corolla to the Luxurious Lexus.
 Imply critical benefits- Their brand benefits are safety, good quality and affordability,
something for everybody. On an emotional level, the brand communicates the message of
friendship. Different emotional messages with different target markets. Eg the VIOS the
youthful is entertained with something that caters for their needs.
 Expose the brand’s benefits to the target audience- Toyota’s current grand positions
are product development and offensive/strategies for industry leaders. Product
development is very important for Toyota due to the fact that they must come out with
new fresh ideas every year in the automotive industry. As per Toyota‘s success depends
on their good quality detailing and ideas which is mostly out of the box. There most of
the successful cars have different taglines.

15 | P a g e
Conclusion -As we know people perfection are different according to the geographic area. A
great product by itself is not enough so the Toyota need to advertise themselves according to
customer perfection at that place. They need to make market strategy differently indifferent
country. The Toyota Company is giving Guaranteed Auto protection to their customer. They
need to keep it up.

16 | P a g e