This independent study project is prepared with the aim to prepare a marketing plan for construction vehicles or a "Backhoe" which is currently in high demand in Thailand due to the growing demand in the residences by household sector along with the economic growth which causes the private sector to invest in more constructions. Furthermore, the various policies in construction that are more in the current year is also an important driving force as well. At the moment, there are 3-4 market leaders with highest sales such as Bangkok Komatsu Co., Ltd. and Metro Machinery Co., Ltd. etc. Therefore, Hyundai which is new to the market have to make marketing strategy to create awareness among potential customers to know the quality of products and services. This marketing plan for Hyundai construction vehicles is mainly aimed to increase the sales of Backhoe model R220LC-9S by creating awareness through various marketing activities to get the potential customers to know the quality of Hyundai products and services and to create a good image in the sense of the customers. The sales target from the beginning of January 2555 to the end of December 2555 is 200 units or estimated 7-8% market share. The sales points of Hyundai backhoes are the prices which are cheaper than its competitors in the same class and the lowest fuel consumption rate which is what most customers want from a backhoe. Therefore, the mentioned sales points would surely be a part for the customers in making decision to buy Hyundai backhoes. The plan focuses on marketing strategies to compete for a market share from the existing market leaders by using the cost advantage to set up a Super Value price, distribution channels through the company’s own branches and its appointed distributors. And using the integrated marketing communications (IMC) strategy, which includes advertising, public relations, building relationships with customers and marketing activities in order to achieve the marketing objectives.
