The main purpose of this independent study project is to develop a marketing plan for automotive magazine called “Motormart” in order to increase sales of magazine and potentials to face increasing cost, high rivalry among industry, risk of substitutes and changing in consumer behavior. By studying business external environment including industry analysis, competitor analysis along with using primary information from questionnaires which collect behavior and needs of automotive information consumer, the marketing plan can be developed appropriately. Regarding for external environment and consumer analysis, the consumers can be segmented into two groups, primary target market and secondary target market. Thus the marketing plan is developed upon these two different demands to fulfill needs of each groups by emphasizing Product Strategy that is able to reach both consumer groups and Promotion Strategy that is able to build product and brand recognition in consumer mind. At any rate, there are timeline and criteria which clearly control and evaluate the operation in order to effectively complete the plan.
