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导读：本文是一篇英国留学生的assignment，需要同学从营销角度来谈论一个公司的市场营销方案。本文就是从长远来看，绿色汽车是未来的重点推广。 可以在时间线中证明任务的设计，销售和推广。 此外，从生产的汽车的财务指标来看，公司可以长期获利，因此去年可以在生产过程中获得合理的利润。 除此之外，该公司还长期提升市场份额。我们来看下全文是如何阐述的。
1. Performance Review绩效考核
本部分将通过介绍整体公司定位和目标细分，战略制定，总体战略，安索夫增长矩阵，产品生命周期和财务指标，简要回顾Panther Car Companyof的表现。
This part will give a brief review of the performance of the Panther Car Companyof by introducing the overall company positioning and targeted segments, strategy development, overall strategy, Ansoff Growth Matrix, product life cycle and financial indicators.
1.1 Overall Company Positioning整体公司定位
Panther，Cub，Cub L和Cub XL有三种型号。由于过去的性能，Cub L的输出量大于Cub XL。然而，他们的库存水平相似，这表明Cub L比XL更受欢迎。与此同时，另一款型号Cub虽然产量最少，但它的库存为零，这意味着该型号的潜力更大。根据消费者心理要求所采用的定价策略，每个品牌汽车都能满足一个汽车消费者的需求;汽车价值与消费者的心理感受有很大关系。这是为汽车心理定价策略的使用提供依据，使得汽车企业可以利用汽车消费者的心理因素进行定价，自觉地将车价提高或降低，以满足汽车消费者的心理，身体和精神需求，通过汽车消费者对汽车产品或忠诚度的偏好，诱导消费者增加购买，扩大市场，最大的好处。因此，Panther公司将根据市场和公司业绩调整价格，新车型发布，产量等来征服更多的市场份额和利润，同时实现更少的库存。
There are three models of Panther, Cub, Cub L and Cub XL. Due to the performance of the past, the output quantity of Cub L is more than Cub XL. However, their stock levels are similar, which indicates that Cub L is more popular than XL. Meanwhile, the other model, Cub, though its output is the least, it has zero stock, which means there is more potential for this model. According to the pricing strategy adopted by the consumer psychological requirements, every brand cars can meet the needs of one-carconsumer; auto value and the psychological feelings of consumers have a great relationship. This is for the use of car psychological pricing strategy provides the basis, makes the car companies can take advantage of the automobile consumer psychological factors in pricing, consciously car price higher or lower, in order to meet the automotive consumer psychological, physical and spiritual needs, through auto consumer preference for the automotive product or loyalty, inducing consumers to increase purchase, expand the market, the biggest benefit. Therefore, the Panther company will adjust price, new models release, output, etc. to conquer more market share and profit, meanwhile to achieve less stock, according to the market and company performance.
1.2 Strategy Development战略发展
首先，在市场数据方面，最昂贵的型号Cub XL在三种型号中占有最高的市场份额，即2.72％。而Cub的市场份额最低。然而，最便宜的Cub产量最低，库存为零，这意味着它具有更大的市场潜力。 Cub L贡献了最高的销售数量，与Cub XL有相似的库存量。它的市场份额也很中等。其次，在利润的手上，模型Cub是最高的。因此，考虑到应急发展，该战略侧重于市场份额的平衡;库存水平，并为Panther Car Company开发毛利率。
Firstly, on the hand of market data, the model Cub XL, the most expensive model, has the highest market share among the three models, which is 2.72%. And Cub’s market share is lowest. However, the produced quantity of Cub, the cheapest, is lowest, and it has zero stock, which means it has more market potential. The Cub L contributed the highest sold quantity and has similar stock quantity with Cub XL. Its market share is also medium. Secondly, on the hand of profit, the model Cub is highest. Therefore, considering the contingency development, the strategy focuses on the balance of market share; stock level, and gross margin is developed for the Panther Car Company.
1.3 Overall Strategy
The green energy cars are welcome in the four years. As a surge in car ownership, while bring people comfortable, convenient, also brought energy consumption, environmental pollution and other public problem. In the case of guarantee strength, hardness, an material such as plastic, aluminum alloy, magnesium alloy get more and more widely used, to reduce the quality of the vehicle, reduce driving energy consumption; Use of electronic, information and network technology to control the engine work, reduce the fuel consumption and emissions. Europe "3 l car plan" put forward in the 90 s, the general condition of Volkswagen company first launched hundreds of kilometers in 1998 2.99 LLupo gas-guzzling cars, it adopts the advanced 3 cylinder TDI diesel engine. In 2002, U.S. President George Bush launched Freedom CAR plan. Focuses on the study of fuel cell vehicles, its purpose is on the premise of not use fuel, the acceptable price, no exhaust emissions, and does not affect the security, flexibility and autonomy of choose and buy the whole function of cars and trucks.
1.4 Ansoff Growth Matrix
Ansoff Growth Matrix is a framework which has defined the four respective: they are namely, market development, diversification, market penetration and product development.
Firstly, market development is implemented in the Year 6, the company has decided that the latest SUV has promoted to the market, so that the company has entered into the SUV market. At the same time, the company has also reduced the price to the market. That means the company has the competitive price in the car market for the price strategy. Besides that, the market share could also be lifted to the 30% for the Club L.
Secondly, diversification is described the status of the future, which is both linked to the market and price. For the strategy of the company, if company could not develop well in the year 8, the company has decided that to sell out the spare part of the company.
Thirdly, market penetration could be stand for the present status of the company in the flied of the market. In the Year 6, the company has made decision on selling all stock based on the market status for the car market. However, the company has not made any change on the direction of the market strategy and products.
Finally, product development is demonstrated the direction of the car products. In the decision of the target group of the users, the company has targeted for the younger generation- 25 to 40 years old.
1.5 Product Life Cycle
The product life cycle has indicated the market share for the different model of the cars, so that the figure has described the 0.94%, 2.5% and 2.72% respectively for the cub, CubL and Cub XL.
1.6 Financial Indicators
In the Year 8, the outstanding debt is zero that means the company has no liability. Besides that, the current assets have outlined the relationship between the current assets and current liabilities, the results are 1.98 that means that the assets could cover the risks of the current liability. In the other words, the company has the higher quality assets in the term of the cooperation. On the contract, the liquidity ratio is only 0.33, this ratio has told that the company has the lower level liability. In addition, each employee could earn the £80856.79, so that the profit could be contributed to the each employee on the certain level. At the same time, the return for the shareholder as higher as 15.53%, so that the investors are willing to invest in the company for the long term benefits. Also, gross Margin has defined the profit earning ability in the market that gross margin is up to 27.37%.
1.7 Conclusion
In the performance plan, the strategy plan has decided from Year5 to Year 8. Besides that, the company has also described the market and products within these four years. Also, the company has decided on the development on the green cars, they are the green consumption is the premise to carry out green marketing. Consumer demand from low level to high level development, it is the irreversible objective, green consumption is the consumption idea of higher level. After basic satisfy the physiological need of food and clothing of people, will produce improving comprehensive quality of life requirements, produce for clean environment and the needs of the product. Meet the demand of green, green marketing is the starting point. #p#分页标题#e#
From the market share of the products of the company, this has the clear direction for the cars in the car market. in addition, the financial indicators have demonstrated that the company has the health financial figures and also indicated that the company has the strong earning ability in the longer term.
2 Marketing Plan
2.1 Mission Statement
Quality and innovation are the first vitality.
2.2 Corporate and Marketing Objectives
The green system is the legal guarantee of the green marketing. Green marketing is focused on new ideas, is to realize the coordination of human society. In the competitive market, there must be perfect and management system, the formulation and implementation of environmental protection and green marketing policy, policy, restricting the short-term behavior of local governments, departments and, with the joint efforts of the whole society and all mankind, to maintain the whole society and the long-term interests of mankind. 4. Green is the green marketing material guarantee. Technological progress is the decisive factor for industry transformation and evolution, the formation of new industry inevitable technological progress; But technological progress as a departure from the concept of green, the result may accelerate the process of environmental pollution. Only in green science and technology promote the development of green products, to promote energy conservation and renewable resources, the development of pollution-free green products, green marketing is the material guarantee.
2.3 Marketing Policies and Tactics
This is a car that according to the pricing strategy adopted by the consumer psychological requirements. Every brand cars can meet the needs of one car consumers, auto value and the psychological feelings of consumers have a great relationship. This is for the use of car psychological pricing strategy provides the basis, makes the car companies can take advantage of the automobile consumer psychological factors in pricing, consciously car price higher or lower, in order to meet the automotive consumer psychological, physical and spiritual needs, through auto consumer preference for the automotive product or loyalty, inducing consumers to increase purchase, expand the market, the biggest benefit.
2.4 SWOT analysis
Strength
From the previous financial performance of the company, the company has the healthy financial figure to develop new car-green car.
The company has the technical advantage on the latest car –green car to promote the long term strategy.
The good reputation and credit, which are easy for the bank loan for the green cars.
The market share of the previous cars is higher compared with others. Weakness
The energy from the petrol to the electronic, the most machines are all designed for the e-cars produced.
The engineer could be absolute new for the higher salary.
The advertisement fees could be higher for the promotion purpose.
Design for the new models which could be challenge for the designers.
New license for the car produced in the long term.
Opportunities
Green car has the zero or low environment pollution.
Government has the policies on the environment productions.
Green cars are saving for the money compared for the oil car.
Shared greens cars are welcomed to the company, which could book the cars immediately. Threats
So many competitors in the term of the green car production.
In the economic downturn, less purchase on the car consumption.
The distance weakness compared with the car used the petrol.
The Global financial Crisis could be reject the car loan to purchase the green cars.
2.5 Boston Consulting Group Matrix (Company Position)
Enterprise strength included market share, technology, equipment, and capital utilization capacity. Which market share is to determine the inherent structure of the product structure, it directly shows the competitive strength of enterprises. Sales growth rate and market share both mutual influences, but also mutual conditions. Market gravity, the market occupies a high, you can show the good prospects for product development, enterprises also have the appropriate ability to adapt, strong strength. If only the market gravity, and no corresponding high market share, then the enterprise is not enough strength, then the kind of product can not be developed smoothly. On the contrary, the strength of enterprises, and the market gravitational products also indicate the poor market prospects of the product.
Through the above two factors interact, there will be four different types of product types. This forms a different product development prospects. Sales growth rate and market share "double high" product groups, star products. Sales growth rate and market share of low product groups, thin dog products. Sales growth rate is high, the market share of low product groups, problem products. Sales growth rate is low, the market share of high product groups, cash cow products.
In the case of Panther cars, the cash cow is Cub L, since it has the largest market share. Meanwhile, it also has the highest gross margin. The star product is Cub XL, since its market growth and market share is both high. The dog product is Cub model, since it has low market share.
2.6 Ansoff Growth Matrix
In the long term of the AnsoffGroeth Matrix, both market and products are demonstrated. In the future, the company has decided to promote the “know your clients (KYC)” in the products design and market promotion for these two terms. As a consequence, the KYC could be better for the Green cars produced and Green car selling in the long term.
For the term of the market, the advertisement could be enhanced in the radio, because the potential buyers are driving car to listen to the radio. Besides that, the social responsibility could be promoting the company image through the social activities in the long term.
For the term of the products, the company is focus on the green car products for the specific market target, so that they would diver the profit margins.
As the name implies, the differential marketing is according to the market segmentation and differentiation strategy to attract consumers, differential marketing is the premise of automobile enterprise, according to a market has to choose has subdivided market in two or more market segments as the target market, and then for each child market specialization environment to provide for the child of the corresponding products, services and sales strategy. Simple, the differential marketing is actually let customer spontaneous, take the initiative to find the advantages of the products. Auto product differentiation marketing strategy is based on the difference between different brands of cars as well as the communication between customers, let the consumer to realize the brand cars and other differences between brands, in order to let customers to understand the difference of the consumer decision-making, stimulate the consumer’s desire, and contributed to the buying behavior of consumers.
2.7 Product Life Cycle
Analysis of the product life cycle from year 8 identified that CubL and CubXL were moving from maturity and had started to decline. Therefore, combining with the Boston Consulting Group Matrix, the solutions could adopt to each model according to their different life cycle stage.
Star products are in the high growth rate, high market share within the quadrant of the product group. Such products may become corporate cash cow products; need to increase investment to support its rapid development.
Cash cow products are in the low growth rate, high market share within the quadrant of the product group. It has entered maturity. Its financial characteristics are high sales volume, high product profit margins and low debt ratio. It can provide funds for enterprises, and because of the low growth rate, there is no need to increase investment. And thus become a business recovery funds to support other products, especially the backing of investment in star products.
Cash cow business refers to the low market growth rate, high relative to the market share of the business. This is the leader in mature markets. It is the source of corporate cash. As the market is mature, companies do not have to invest heavily to expand the size of the market. The business enjoys the advantages of economies of scale and high marginal profits, thus bringing substantial financial resources to the enterprise.
Problem child is a high-growth, low-market share of the product group. The former shows that the market opportunities, the prospects are good. The latter shows that there are problems in marketing. Its financial characteristics are lower profit margins, lack of funds required, and high debt ratio. Such as in the product life cycle in the introduction period, for various reasons failed to open up the market situation of new products that are such products. A selective investment strategy should be adopted for the problem product. Therefore, the improvement of the product and support programs is generally included in the long-term business plan. The management of the product of the problem, it is best to take a think tank or project organization and other forms, select the planning ability, the courage to take risks, talented people responsible. Also known as recession. It is in the low growth rate, low market share within the quadrant of the product group. Its financial characteristics are low profit margins, in a guaranteed or loss state, high debt ratio, cannot bring benefits for the enterprise. A retreat strategy should be used for such products. First of all to reduce the volume, and gradually retreat, for those sales growth rate and market share are very low products should be immediately eliminated. Followed by the transfer of surplus resources to other products. The third is to rectify the product line, it is best to lean dog products and other business units merged, unified management.#p#分页标题#e#
Therefore, in one word, the life cycle and BCG matrix indicate that Panther could pay more attention on the maintenance of Cub L, by using promotion strategy, such as advertisement, sales promotion. Meanwhile the development of Cub XL is also crucial, since it matters the future performance of Panther.
2.8 Timeline Year 8– 12
As can be seen in the Figure 6, the timeline year 8 to 12 could be distributed to the green car design, selling and promotions. The time can be separated to each year.
2.9 Financial Projections
This is some kind of automobile products price is very high or very low, in order to attract the curious psychology and watching behavior of consumers, to drive the other car sales pricing strategies of a car. As some auto enterprise in a certain period to launch a car sale, over a period of time again in another model, in order to attract customers always pay attention to the enterprise auto, promote the sale of price product, but also drive the other normal price with brand of car sales.
In the process of the green car production, the profits are also calculated in the future. For the production of the green cars, so that last year could be earned profit and could be sustainable in the long term development.
2.10 Contingency Plans
In the economic downturn in the UK, so that produced the cars which most people can afford the price to purchase for the car. In addition, the shared cars could contribute the profit for the company, so that the services of the cars are quite important.
2.11 Conclusion
In the long term of the development, green cars are focus to promote in the future. The tasks can be demonstrated to design, selling and promoted in the timeline. In addition, from the financial indicators of the car produced, the company could be profit in the long term, so that the last year could return reasonable profit in the process of the producing. Besides that, the company is also lift the market share in the long term.
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