แผนการตลาดเชิงกลยุทธ์สาหรับรถปิกอัพ ออลนิว อีซูซุ ดีแมคซ์ / โชติกา อภิชัยไพบูลย์ = Strategic marketing plan for pick up All New Isuzu D-Max / Chotika Apichaipaiboon
Tri Petch Isuzu Sales Co.,Ltd., a distributor of Isuzu D-Max, had been a leader in pick-up market in Southern Thailand for a long period of time. However, fierce competition, unrest in southernmost part of Thailand and strong direct competitor like Toyota lead to the declining market share. This special project is to formulate a strategic marketing plan to boost Isuzu D-Max sales volume, to increase brand awareness, to improve service standard and to increase new distribution channels in Southern region. A survey was conducted with 114 respondents from the south showed that factors influencing customer’s decision making are engine performance, fuel saving and quality of after sales service. Target markets are entrepreneur that use pick-up for commercial and government employees and private company employees that purchase pick-up for personal used with a positioning of after sales service quality and number of service centers covering in Southern area. To create brand awareness, the plan is to use integrated marketing communication such as advertising through the local newspapers and television media, publishing tourists guide in theme of Amazing Andaman, arranging photo contest, and organizing events, taking part in local activities in Southern area.
Other strategies are sales promotion and CRM such as Friend-Gets-Friend Campaign and Isuzu Andaman membership card. To improve service standard, the plan is to provide sales agent training. The distribution strategy is to build 10 new mini show rooms, information service center located in leading department store, booth displayed at Hat Yai agriculture fair and Motors show in Songkhla province. Total marketing budget is 130 million baht with a profit ratio of 2.92%.
