Automotive market in Thailand showed the growing tendency in 2016 as the total sales was at 768,788 units and it is forecasted that the sales might increase to 800,000 in 2017 due to several external factors. Regarding the recovering economic condition; consumers gain back their purchasing power. In terms of technological factor, new technologies are introduced to create new excitement. For consumer behavioral factor, consumers broadly think that cars are essential for daily life. Additionally, the automotive competition of each brand is moved by the introduction of new models.In order to generate Toyota Mahasarakham’s sales and gain its market share as targeted, as well as to become top-of-mind brand, which consumers consider and appreciate, this marketing plan is prepared based on research on behavior, attitude, and factors affecting selection of car dealers of the sample group in Mahasarakham province.
The research finds that the influential factors affecting the buying decision against the car dealers include special financial offer, cash discount, price, premium, and available vehicle’s colors. According to the result, the marketing plan is mapped out for Toyota Mahasarakham. The primary customer targets are entrepreneurs, government officers, government employees, and farmers, emphasizing on value for money. Purchasing decision is based on both functional and emotional benefits. In branding, Toyota Mahasarakham is positioned as the automotive dealer that can fully serve consumer demand with professional service, resulting in consumer trust and reliability. Afterwards, the brand image shall be communicated through the integrated marking communications along with doing customer retention management and corporate social responsibility activities in order to achieve the set objectives abovementioned.
