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Marketing Plan | Amphibian Car

1. Company Overview and Product Description

 Amphibian Car is a car that can be drove both on water and on land. These cars are mostly used for civilian use. Amphibian Cars have been conceived during the 90s, and however significantly have stimulated towards the development (Bernasco et al. 2013). One of the recreational cars is the Australian Amphibian car that has 400 CC Euro 4 valve engines and carries goods up to 7 knots in water. It is also eco-friendly and has quick transition from land to water. Besides, it has an aluminum non-rusty body that makes it more durable.

2. Situational Analysis

2.1. SWOT Analysis

Strengths

  • It has good relation with other companies
  • Expertise in the tourism industry
  • Close relation with the owner of the patented technology
  • First mover advantage on Australian market
  • Procurement of the raw materials from Australia

Weaknesses

  • It has strategic uncertainty in Australia
  • The car also has low availability of information on its industry when concerned to the waterbuses
  • High bargaining power because of the suppliers
  • First mover technology

Opportunities

  • Effective market campaign with collaborative partners
  • Probability of market monopoly
  • Cre ........
    of the recreational cars is the Australian Amphibian car that has 400 CC Euro 4 valve engines and carries goods up to 7 knots in water. It is also eco-friendly and has quick transition from land to water. Besides, it has an aluminum non-rusty body that makes it more durable.

    2. Situational Analysis

    2.1. SWOT Analysis

    Strengths

    • It has good relation with other companies
    • Expertise in the tourism industry
    • Close relation with the owner of the patented technology
    • First mover advantage on Australian market
    • Procurement of the raw materials from Australia

    Weaknesses

    • It has strategic uncertainty in Australia
    • The car also has low availability of information on its industry when concerned to the waterbuses
    • High bargaining power because of the suppliers
    • First mover technology

    Opportunities

    • Effective market campaign with collaborative partners
    • Probability of market monopoly
    • Creation of an integrated eco-tourism
    • Expansion of water cars to the other uses in rescue operations, navy and logistics solutions
    • Increasing the luxury tourism numbers

     

    Threats

    • Introduction of the indirect competitors, which are fairly unique
    • Lack of minimum level of acceptability and training
    • Ordinary means of transport

     

     

    Table 1: SWOT Analysis

    (Source: Author)

    2.2. Macro Environmental Forces (DENSTP) Analysis

    Political factors: The car is known to have Australian legal compliance, which encourages environmental friendly business and manufactured products (Bartolozzi, Rizzi & Frey, 2013). Besides, it also has requirements on tax clearance and business registration while visa requirements are also a need.

    Economic factors: The Amphibian car has effective economic growth in Australia and has high employment rate. Besides, it shows high income about 78,000$ and above per year and in case of middle-income earners, in shows income with $52,000-$78,000.

    Social factors: As Australia is a multi-cultured society, it also follows an adventurous lifestyle, which attracts people all over the world. This also gives a wide advantage to the new investors that hire amphibian cars for travelers (Beebee, 2013). Besides, it is also effective for most tourism destinations around Australia like honeymoon, adventure, etc.

    Demographic factors: The Australian Amphibian car is targeting people that are living in greater cities, which include around 66.6% of people (Klöckner, 2013). Besides, they also target large population that are aged around 24-49 years of age, and unlike the most populated cities include NSW, Melbourne and Sydney.

    Natural factors: For driving Amphibian car in Australia, it is perfect because the country consist of large number of beaches (Hays, Page, & Buhalis, 2013). Besides, it also has a favorable weather and has less polluted environment that is favorable for the tourists.

    2.3. Competitor Analysis

    As there are no such direct competitors for Australian Amphibian car but when the company exploits its synergies, the go-to strategy could react to the changing of the market situations for the new competitors. For Amphibian car, the indirect competitors may be the bus tours, boat tours, seaplane and the hot air ballooning. The secondary competitors also pose a major threat to waterbuses and this could be analyzed with the actual market size.

    3. Mission and Vision of the Company

    Mission: The mission of amphibious car is to show a local heritage with a guide and not take any people on a tour while partying and drinking

    Vision: The vision of the company is to build a unique car that would be completely different from other Amphibian models that are in the market (Gummesson, Kuusela & Närvänen, 2014).

    4. Detailed Marketing Objectives and Financial Objectives

    Marketing Objectives:

    1. Build product and brand awareness with the early innovators and adopters for the Australian Amphibian car

    2. Identify and build effective relationships with the influencers

    3. Become a market leader within Australia with the expansion plans

    Financial Objectives:

    1. Increase the production of Amphibian cars by around 30% within a year

    2. Raise awareness of the products by 25% within 6 months

    3. Increase the customer numbers by around 40% within 12 months

    5. Market Research

    In most of the developed countries, as there is an increasing demand for the powered vehicles in the market, most products are not able to navigate in both land and water. According to (), the amphibious vehicle would be a new attraction for the market by adding ability of water navigation to common land vehicle (Eriksson & Emmelin, 2013). It is known that the human powered vehicle also targets the recreational industry for Australian cottages, rental resorts and family homes. Besides, these vehicles could also be used by the tourist at cottages, resorts and neighborhoods to tour the local area in a fun and exciting way.

    Amphibious vehicle could also be used for relaxation, exercise, recreation, and getting from one place to other (Borland & Lindgreen, 2013). Presently in most resorts, the golf carts are being used for visitors in transportation, and this runs on mainly gas batteries. The vehicle is also used in eliminating use of thermal and electrical emissions and energy.

    6. Marketing Mix Strategy

    Product: According to Berthon, Pitt, Plangger & Shapiro (2012), the product category involves high quality Amphibian cars and includes wide range of colors. The cars combine with land and water experiences, and have a state of tested technology and unprecedented safety measure. It also has an automatic fire suppressant system that is close to machinery vents and releases non-toxic suppressant that starves only fire (Bernasco et al. 2013). It is very important to screen the products so that a differentiation is been made on the benefits and attributes of the boat tours. Appearance is also considered a major factor for branding of the cars that appeal to the tourists and reflects its brand attributes.

    Price: The price of the vehicle is considered to be around $47,000 while the discounts available for the referrals are very comprehensive. As opined by Beebee (2013), the cost of the vehicle depends on salaries, maintenance, insurance, fuel and other experiences. It is considered that on varying the prices, the average occupancy rate would be quite higher. During the high price seasons, the demand could be probably a bit larger.

    Promotion: For Australian Amphibian car, there is good investment in TV, billboards, social media and billboards. As it is a new product, there would be a different market campaign. Besides, it is imperative that the promotional expenditures would be at a peak rate and unlike the major marketing tools used in case of effective promotion include Facebook and Twitter (Bartolozzi, Rizzi & Frey, 2013). As more than 50% of world population is connected over internet, the marketing technique could be very far with little expenses.

    Place: Amphibian car is marketed in Australia, and the major stores include the Gold Coast, Rainbow beach, etc. Besides, there is an international heritage for the company and in future, it would rise with the market opportunities in order to extend the services to the Australian states (Kozina & Iermakov, 2015). The vehicles also undergo regular maintenance and checkups in parking space or when shifted to warehouses. 

    Image result for Marketing Mix

    Figure 1: Marketing Mix

    (Source: Schmidt, Spann & Zeithammer, 2014)

    7. Target Market and Positioning

    Based on the current market, the target market is defined with the behavioural, psychographic and the demographic segments. The buyers that would choose different models of Amphibian car is defined across,

    Demographic Variable

    Specification

    Age

    25-55

    Gender

    Female/Male

    Income

    AUD$100,000 and more

    Education

    Mostly Graduate

    Psychographic Variable

     

    Socio-economic status

    Higher, upper and middle class

    Attitudes, values and lifestyle

    Mostly health conscious

    Behavioural Variable

     

    Purchase occasion

    Special occasions

    Attitudes on the product

    Enthusiastic

     

    Table 2: Segmentation Variables

    (Source: Author)

    In terms of positioning, some of the brand attributes are determined with the amphibious vehicle with informative, entertaining and adventurous transports. Some of the most important Points of Parity is intended in this sector with convenience, experience, and entertainment (Morgan, Katsikeas & Vorhies, 2012). The Australian tours with the Amphibian cars also deliver a unique proposition, and can be quite interesting to analyze the “points of differentiation”. This mainly depends on the factors of the water cars when compared to some other tourists with the connection made with the uniqueness and design of the major functions (Maslach & Jackson, 2013). The perpetual map shows positioning of different products with the X-axis and Y-Axis where the Amphibian Car/bus is shown is low price.

    Figure 2: Positioning Map

    (Source: Marquardt, Alvarez & von Ellenrieder, 2014)

    8. Strategies/Action Programs to Achieve financial and Marketing Objectives

    Marketing Objectives

    Strategies/Actions programs

    1. Build product and brand awareness with the early innovators and adopters for the Australian Amphibian car

    • Distributing media release for Amphibian car and products to the national and local groups (Leonidou, Leonidou, Fotiadis & Zeriti, 2013).
    • Establishing branded newsletter, emails and communication to provide the stakeholders and potential customers using different product range.
    • Giving promotional items and manage mass email communication

    2. Identify and build effective relationships with the influencers

    • Search for reliable Amphibian car groups that influence buyer’s behavior and develop relations as well (Kumar & Rajan, 2012).
    • Offer promotional pricing on market research in first two years that will increase market penetration.
    • Evaluating effectiveness of promotions

    3. Become a market leader within Australia with the expansion plans

    • Nominate Amphibian car groups for effective traveler experience in land and water (Kozina & Iermakov, 2015).
    • Continue successful advertising campaigns in major cities of Australia
    • Targeting the national media publication for advertising and media releases

    Financial Objectives

    Strategies/Actions programs

    1. Increase the production of Amphibian cars by around 30% within a year

    • Demand survey to analyze the behavior of customers in Australia with the product standards
    • Price might not change because of investing money to increase production area (Klöckner, 2013).
    • Promote Amphibian car models in social media sites and avail the loyalty program as well.

    2. Raise awareness of the products by 25% within 6 months

    • Media advertising in Radio, TV shows, and newspapers in Australia in major events in Moto GP, Australian Open, AFL, etc (Hays, Page, & Buhalis, 2013).
    • Research on the prices, and giving effective discounts and sales promotion
    • Continuing with the local community on brand show rooms

    3. Increase the customer numbers by around 40% within 12 months

    • Research on the new markets by expanding the product line
    • Expanding their cars and reducing price by around 7%
    • Expanding products all over Australia main stores

     

    Table 3: Action Plan

    (Source: Author)

    9. Implementation and Control of Market Plan

    Implementation: During the process of implementation of market plan of Amphibian car, the managers should ensure effective use of the marketing resources of the company (Gummesson, Kuusela & Närvänen, 2014). The quality of effective implementation is defined with strategic elements such as:

    • Leadership involves effective planning process
    • Coordination is meant with cooperation between differing organizational units
    • Need of Human resources like personal training and evaluation
    • Defining relation between the processes and organizational units

    Controls:

    • Reviewing expansion strategies and success measure on expanding into Queensland, Western Australia and the Northern territory
    • Controlling international shipping orders in order to decide on the potential countries and move it (Eriksson & Emmelin, 2013).

    10. Financial measure and Current trend of Car Sales

    Screen Shot 2017-08-22 at 12.24.31 pm.png

    Figure 3: Current trend of Amphibian Car Sales

    (Source: Borland & Lindgreen, 2013)

    On estimating the total market potential, from the Australian Bureau Statistics, it is intended that people earning more than $3000/week are mainly the frequent beach visitors. On determining the trend from the above graph, it could be estimated about the total amphibiotic car market potential that is calculated using a common method (Berthon, Pitt, Plangger & Shapiro, 2012). Unlike, the most current reports evolve with more than 100% but fluctuation remains at ties.