แผนการตลาดรถขุดขนาดเล็กคูโบต้า บริษัท สยามคูโบต้าคอร์ปอเรชั่น จำกัด / ธเนศ ดุรงค์พงศ์เกษม= Marketing Plan for Kubota Mini Excavator Siam Kubota Corporation Company Limited /Thanes Durongpongkasem
SIAM KUBOTA has developed a diverse range of agricultural products to accommodate all application needs of Thai farmers. The product line-up spans Tractors, Implements, Combine Harvesters, Rice Transplanters, Excavators, Riding Tillers, Power Tillers, Diesel Engines, other agricultural and Spare Parts. In 2008 SIAM KUBOTA launched “New mini excavator” to construction machinery market. In that time the leader of market was the used mini excavator from Japan. KUBOTA creates new mini excavator awareness and create demand in this market. Since the year 2014 onwards excavator brand was launching new mini excavator, caused the market growth but KUBOTA market share has been decreasing. Hence, this study aimed to develop the business and marketing strategy for KUBOTA mini excavator.
The main purpose of the paper is to change the consumers’ brand perception, and boost sales volume at 2,000 units within year 2017. The target market is the contractors which have a tendency to purchase mini-excavator. The interviewees are business owner, engineer and others right to make purchase decision on mini-excavator. As the result, it shows the causes to purchase are price and quality of service. Information collected during the in-depth interview is utilized to improve the marketing strategy to be more effective. The brand position of KUBOTA mini excavator concentrates on approachable to the product, and trusted in the quality service. The research result can be applied and implement to brand development and marketing mix strategies. The marketing plan aims to increase brand awareness and sales volume for KUBOTA mini excavator and leads to the sustainable profit of the company.