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Professor: Teoman Duman
Students: Emina Herić Zehra Mahmutović Ensar Mekić
1. EXECUTIVE SUMMARY 2. SITUATION ANALYSIS 3. CURRENT MARKET SITUATION 4. MARKET DESCRIPTION 5. PRODUCT REVIEW 6. COMPETITION REVIEW 7. DISTRIBUTION REVIEW 8. SWOT ANALYSIS & EXPLANATION
9. OBJECTIVES AND ISSUES 10. MARKETING STRATEGY 11. MARKETING RESEARCH 12. ACTION PROGRAM 13. BUDGET 14. CONTROL
◦ SWOT. . ◦ Introduction. ◦ Target group. Toyota agreement related to RAV 4. ◦ Offering..2011 2012 Introduction of new cars! Innovation – important goal of ASA. ◦ Sales increase of 3% Conviction programs about ols cars: .emissions of CO2 All media available.insecurity. .. Safe driving awareness. Market Penetration! Audi Q3 (100 900) and A6 (89 000).
. parts for cars. Importing and selling of new cars. information technology. Annual profit in 2010 = 610 millions. ambitious and successful people working there and having the common goal to become the business leader of Balkan. ASA relies on dynamic. ASA group expanded its consulting services in the fields of finance. and insurance. ASA AUTO is part of huge ASA Prevent Group (Leader in Country). real estate. talented.
Seat. Hyundai Auto BiH. COMPETITION REVIEW One of the most competitive markets in the world today is probably the auto industry. Audi. car lines from those who are leaders in automotive industry. Suzuki. including Volkswagen. . Ford. AUTOline (Mercedes). Key competitors: Berlijeta (distributor of Opel). Bunjo (Renault). leader in importing and selling cars. Difficulcy in differentiation from others. Nissan. Skoda and Porsche = high differentiation.
Highly qualified drivers. Experienced and professional personell. Result oriented administration.. . Felixibility and cost effective delivery.. Knowledgable customer-service representatives.
Strenghts Brand strength Weaknesses Reliant upon upper-income level customers Customer oriented strategy Strong distribution channels Reliant upon particular models of cars Opportunities New products (more attractive offer) Preparation for going international Threats Competition Potential crisis Potential product issues Free trade .
based on a market positioning and promotion and differentiation Our primary consumer is middle to upperincome ordinary and business people who are willing to follow the latest trends in car industry Our primary business target represents middle to large size organizations. . rent-acar companies as well as international representatives in Bosnia such as embassies.
marketing strategy is focused on improving working performance of Asa PSS (service salon for brands Škoda and Seat) as well as Asa PSA (authorized trader for brands Audi and Volkswagen) . we are positioning Asa Auto as a leader in salesservice network. convenient and value creating organization. safety oriented customer focused.
. Introducing the latest brands is the basic idea of our product strategy. and they will be sold with 6 years warranty period. for which will mainly be in charge PSA and PSS marketing executives. Asa Auto’s cars will include the latest features. performance and design quality. New brands will be presented in introductory product campaign.
configuration and driving capabilities. will be sold by setting the higher initial price of 100. . new Audi A6 will be sold by marketpenetration strategy. which will make it sportiest. Audi Q3. in order to reflect its luxury design. well designed and great performance features car affordable to the Bosnian community.900.
. Distribution channel strategy will be implemented through our subsidies in bigger Bosnian cities sales-and-service studios such as Nipex. which will raise the awareness of society about their latest facilities. Asa will organize demonstration and trial days for the new models. Audi Center. Inter Auto.
including the social one and word of mouth for the vast majority of our marketing using platforms such as our web page.. communicate new products through TV and billboards advertising as well . Sarajevo X. ASA Holding Group page. all media.. Facebook page.
Auto Shop Magazine www.asa-auto. www.audinew.7 Kameleon. FTV.OUTPUT Television Radio Magazines Internet Outdoors Examples TV1. call-for-information number Conferences. BH1.ba . buzz marketing through TV coverage .6 BH radio 1 Dnevni Avaz. 92. metro. trial events. transportation (bus.ba . RS. TVSA 90. presentations.com . official promotion page www. www.9 RSG radio. stations) Tourist areas in high seasonal periods Outskirts of key cities in geographical reach Others Personal selling Not relevant (can be included) Direct contact with retailers sell-and-service outlets.sarajevo-x.audi. 102. press releases (print and online). sponsorship activities.ba Billboards and prints in selected areas: Campuses. Auto Magazin. direct contact with customers Public relations Publicity Introduction shows.
questionnaires and surveys we are planning to get an insight of the customer’s perception of new products as well as company in all the customer expectations as well as attitudes that our company have built through marketing and communication strategy . Using certain researches.
Open Doors of Asa For You event November.dealers and high valued customers October.August.introduction of new Q3 September.Media cooperation .Ease the asses to the new model December.
and strongly influences the B&H economy We will do a lot to ensure tight control and closiness to customer reactions on the product. With its approach of organizing and controlling the ASA Group has become the driving force of the B&H society. we will monthly revision of our sales. checks and balances. . Related to the profit share control.
REFERENCES: “Principles of Marketing” by Philip Kotler and Gary Armstrong www.asa.ba .asa-auto-ba www.