Professional Documents
Culture Documents
Executive Summary
opportunities and resources, the determination of marketing objectives and the development of a
A marketing plan lets you implement an integrated strategy with regard to your customers
and your sales goals. The marketing plan identifies the characteristics of your potential
customers, details where to find them, specifies how to reach them and suggests how much they
will pay. It forms the basis of your sales activities and marketing initiatives. Its purpose is to
focus your efforts and avoid wasting your resources. (Bert Markgraf, n.d)
The Rapide Tire Hub has been launched for 4 months in the tire industry. It is located at
Brgy. Taculing, Bacolod City. They’re aiming to be known as the one who offers the cheapest
price in the tire industry. They seek to produce high quality product at a cheaper price to provide
customer satisfaction. Although it is newly launched, they believe that the company will
The Rapide Tire Hub is focusing on its all consumer vehicle tire segment in whole Panay,
Negros Oriental & Occidental market. It is a sister company of De Pedro Tire Supply. They offer
different types of brand tires with a cheaper price in all types of tires. The Target Market is end-
1
B. Current Marketing Situation
The automobile sector employs 6 people. Tire is a major component of all
automobiles and ensures safety of the passenger and long life of the car. The total
consumption of tires in Western Visayas is approximately 6.5 million tires. Sector wise
growth for the tire industry in the last 4 months has been as follows:
1. Sales
Since the month June, the sales are 7.9 million. They have set a target to
get 2 million every month. If they reached it, the employees will receive P1,500
as incentives.
Month Sales
June 2.1M
July 2.2M
August 2M
September 1.6M
2. Costs
Their estimated monthly expense;
3. Profit
For a month, they gain;
2
4. Competitors
Brand and product level competition focuses on identifying similar
products offered by competing brands. In the case of passenger car tires the major
competition is from imported tires of Japanese, Chinese and Korean origin. These
include:
Bridgestone
Yokohama
Michelin
Dunlop
Marshal
Nexen
These brands are expensive but the market still continues to purchase it
because of the high quality product.
5. Channels
For now, they have a social media account in Facebook for advertising
their products, telemarketing customers through phone calls, referral bases and it
is a sister company of De Pedro Tire Supply located at Bacolod and has a branch
in Iloilo.
6. Supply
3
Political Factors
Driving laws
Demographic Factors
Driving age
Economic Factors
Buying power
Social-Cultural Factors
Health Concerns
Technological Factors
Promotion opportunities
Slow internet
Natural Factors
Logging
Pollution
Traffic Congestion
C. Opportunities and Issue Analysis
The SWOT analysis covers the internal strengths and weaknesses of Rapide Tire
Hub along with the market opportunities and threats that exist in its economic
environment.
Strengths
4
Introduction of a new Truck/Bus radial tire
Weaknesses
Opportunities
Threats
D. Objectives
Reach the target of 2 Million at the end of the month and have 5 additional clients
in a week. For the next 5 years, additional 3 branches in different places and to be the
known as the one who offers the cheapest price in the tire industry.
E. Marketing Strategies
5
Product
The Rapide Tire Hub is a tire distributor in Negros. They offer tires to both
resellers and end-user. Following is the product strategy;
All PCR’s and TBR’s Tires offers Winda, Boto, Sanful, and Toyomoto Tires.
Rims and Mags – Tofu Brand
Price
The Rapide Tire Hub faces heavy competition in the tires segment in Western
Visayas. It sells on a cheaper price on the promise of quality and its expertise in the field
of tires.
Promotion
They created a page in social media like Facebook so that customers will know
about the business. They posted some of their products that they sell. They offer free
mounting for every piece of brand new tires and give tire samples.
Place
The Rapide Tire Hub is located at Brgy. Taculing, Bacolod City along the
highway that is accessible for the customers. The tires are mostly sold to dealers and
agents. It has tire changer and vulcanizing services.
6
Activity Inclusive Date(s) Person(s) Budget Progress
Involved Measurement
Team Building Every Summer Employees and P50,000 15% out of 100
Employers
Freebies (Shirt,
Calendar, Ballpen Every month of Clients P50,000 Soon
and Umbrella) December
In achieving their desired goals they need to promote the product through
Facebook with 2 posts per week and introduce the business through a caravan along the
city and all strategies will keep in mind for implementation.