Consequently factors like strengths, weaknesses, opportunities and threats of the company have been analysed. Taking these facts into consideration, the primary objectives have been developed for the company. The objectives are then moulded to form the marketing strategies, which are then implemented with the help of an action plan. The entire strategy is based on expected profit and loss of the company. Lastly, a contingency plan has also been provided in case of failure of the previous plan.
Marketing concepts and strategies have been increasingly gaining popularity in the contemporary world. A significant share of a company’s success can be attributed to its marketing plans and strategies. This project deals with a car manufacturing company in Malaysia, which became a prey to extremely damaging media reports on quality issues. This has undermined the market image of the company which used to be the main selling point for the time being. This project tries to initiate a strategic analysis of the company using Pestle Analysis, Porter’s Analysis and SWOT Analysis. Based on the above analysis, the project aims to design a marketing strategy, the primary objective of which is to regain and retain the lost image of the company.
Inspite of the global economic crisis, the Asian countries have been recovering at a much faster rate than most other nations of the world. Research has revealed that the gross domestic product of Asian nations and their industrial productions have bounced impressively after the recession. Along with the tide, the car manufacturing company of Malaysia has also experienced significant growth. Forecasts have shown that vehicle sales, among the members of the Association of Southeast Asian Nations, are also expected to increase substantially in 2010. The number is expected in surpass 2 million units in the same year. Government policies like scrappage schemes and