CompanySaigon Ford was put into operation in 2000 and it is also the first Ford dealership in VietnamSince then, SaiGon Ford has become the leading car dealer in Vietnam and has been awarded many certificates of merit for quality and sales by the state.HistoryVisionWith a vision of becoming one of the agents with the highest sales in Vietnam, the highest customer satisfaction index and always investing and developing to increase the scale and maintain business efficiency.
SALE MANAGER: NGUYỄN THỊ NGỌC MAI Final Exam Of Sales Management Subject Content MARKET ANALYSIS COMPETITORS AND MARKET SHARE CUSTOMER ANALYSIS SWOT MARKETING OBJECTIVE SEGMENTATION AND TARGET POSITIONING MARKETING STRATEGY PRODUCT PRICE PLACE PROMOTION ACTION PLAN FINANCIAL SUMMARY RESERVE Company Introduction Company Saigon Ford was put into operation in 2000 and it is also the first Ford dealership in Vietnam Since then, SaiGon Ford has become the leading car dealer in Vietnam and has been awarded many certificates of merit for quality and sales by the state History Vision With a vision of becoming one of the agents with the highest sales in Vietnam, the highest customer satisfaction index and always investing and developing to increase the scale and maintain business efficiency SALE MANAGER: NGUYỄN THỊ NGỌC MAI Mission Saigon Ford has a mission to constantly strive and innovate in investment and development strategies to bring customers the highest satisfaction in expertise, consulting expertise, service quality and service attitude conscientious customers Become a reliable partner of every customer of Ford Vietnam Slogan "Go Further" (roughly translated as: Go Further) Ford has increased customer confidence through the statement "CUSTOMER SATISFACTION IS THE LIVING VALUE OF THE ENTERPRISE" Marketing Plan Market Analysis Market Size Car EcoSport Explorer Another Version Price (VND) Ecosport 1.0L at titanium 686,000,000 Displacemen t 998 Ecosport 1.5L at titanium 646,000,000 1496 Ecosport 1.5L at trend 603,000,000 1496 Ford Explorer 2.3 Limited EcoBoost 1,999,000,000 2261 125@ 6,000 (92kW/6000) 123@ 6,500 (90.5kW/6500) 123@ 6,500( 90.5kW/6500) 273 (201 KW) / 5500 Tourneo Titanium Ecoboost 2.0L 1,069,000,000 1997 203 (147 KW) / 5500 Trend Ecoboost 2.0L 999,000,000 1997 203 (147 KW) / 5500 918.000.000 1996 213 (156,7KW) / 3750 853.000.000 1996 180 (132,4 KW) / 3500 Ranger XLS 2.2L 4X2 AT 650.000.000 2198 160 (118KW) / 3200 Ranger XLS 2.2L 4X2 MT 630.000.000 2198 160 (118KW) / 3200 Ranger LTD 2.0 L 4X4 AT 799.000.000 1996 180 (132,4 KW) / 3500 Transit Standard 798.000.000 2402 138/3500 Transit high grade 845.000.000 2402 138/3500 805.000.000 2402 138/3500 1.399.000.000 1996 213 (156,7KW) / 3750 Wattage Tourneo Ranger Wildtrak 2.0L at 4X4 Ranger Wildtrak 2.0L at 4X2 Ranger Transit Everest Everest Titanium 2.0L AT 4x2 Everest Titanium 2.0L AT SALE MANAGER: NGUYỄN THỊ NGỌC MAI 4WD Everest Titanium 2.0L AT 4x2 1.181.000.000 1996 180(132,4KW) / 3500 Everest Trend 2.0L AT 4x2 1.112.000.000 1996 180(132,4KW) / 3500 Everest Ambiente 2.0L AT 4x2 1.052.000.000 1996 180(132,4KW) / 3500 Everest Ambiente 2.0L MT 4x2 999.000.000 1996 180(132,4KW) / 3500 Market Growth The automobile industry in Vietnam is generally large-scale, with rapid growth The Automotive industry contributes 3% to Vietnam's GDP SALE MANAGER: NGUYỄN THỊ NGỌC MAI Market Demand Today's market is developing, so the needs of customers are also higher and higher, not only are products of high technical quality, but also can experience new features, Smart and modern facilities, Fuel saving, Car replacement parts are available and nice model Market Need The car market in Vietnam has expanded rapidly in recent years, and it has led to fierce competition among many automakers because of the huge demand from the market However, from the actual situation, the car market is now beginning to reach a saturation point Therefore, it requires the introduction of new models and superior functions to our brand regularly FORD must create a plan to release new production regularly but the quality is still under control and increasingly surpasses the old products and the products of competitors Market Share After Saigon Ford successfully entered Vietnam, many other Ford dealers appeared such as Ben Thanh Ford, Phu My Ford, but the market share of Saigon Ford was known to be the highest, accounting for 12% market share of Ford in Vietnam Market Trend Sales increase, new car models constantly appear, showing the flourishing development of the B-size crossover segment in recent times The common point of the models in this segment is the compact size that makes it easy to rotate in urban space, the underbody is higher than the sedan, giving the feeling of peace of mind when climbing sidewalks, passing flooded roads, Ford EcoSport, also Huyndai Kona Honda HR-V and in the near future will appear MG ZS and Seltos SALE MANAGER: NGUYỄN THỊ NGỌC MAI Customer Analysis Target Market SaiGon ord focuses mainly on Ho Chi Minh City because it is a big city People with a high average income level often have higher needs Because according to the maslow's hierarchy of needs, after meeting biological needs such as living, customers begins to care about safety needs or moreover, assert themselves However, saying that does not mean that Saigon Ford is only targeting Ho Chi Minh City, but SaiGon Ford is also allowed to business throughout the territory of Vietnam Target Customer SaiGon Ford does not distinguish between men and women, SaiGon Ford customers are usually between 30 and 60 years old (this is the segment where consumers are creating wealth and most demand for cars), to buy a car to a few hundred million, the target customers are usually those with income over 30 million / month and regardless of occupations PESTEL Political Factors Vietnam has a stable political system and a stable mechanism is the premise for long-term business development, together with the legal apparatus is perfect, creating confidence in the business Economic 2020, although the world and the country have many changes, Vietnam still maintains GDP growth of over 7% This is also the 4th consecutive year, Vietnam has a trade surplus The credit rating agency Fitch Ratings predicts that Vietnam's economic growth will drop to 6.7% this year and next However, Fitch still believes that Vietnam will continue to be one of the fastest growing economies in the Asia-Pacific region More optimistic, DBS Bank also forecasted that in the next decade, Vietnam will maintain the growth rate of 6% - 6.5% for the national economy With this momentum, Vietnam's economy will surpass Singapore by 2029 Social The economic development and integration with the world's major cultures, the living standards have been increasingly raised, leading to the greater need of the people There is a great need for transportation, especially for cars This is a great opportunity for the automotive business Technology Green and environmentally- friendly engines that meet emission standards in the car out to the atmosphere: • General Motors (GM) • Mercedes-Benz • Ford • Ferrari SALE MANAGER: NGUYỄN THỊ NGỌC MAI Environment “Environmentally friendly" is a prevailing trend among consumers in the Asia Pacific region According to Ford's 2016 Strategic Trends report, 75% of respondents tended to opt for environmentally friendly products Legal • • • • Vehicle codes (business, ownership, engineering) Import tax, special consumption tax, ) Enterprise Law Traffic laws Competitor Framwork Advantage Disadvantage Toyota (Hilux) -When crossing a rough road -> go smoothly - Foot pedal - brake pedal -> light, does not cause fatigue - Large trunk - There is support for safe slope departure - Large body -> difficulty when crossing narrow roads - Not equipped with camera -> difficulty in reversing -Expensive Ford (Ranger) - Good price - Energy saving - Strong, dynamic - Sound insulation from the road and around the road seems to be absent - High quality sound system - The seats are spacious - When the speed range is low -> slightly noisy - Designs suitable for all genders - High durability: engine, gearbox, transmission system, - Easy to repair because this is a bestseller -> easy to find spare parts - Basic interior (not too luxurious) -> but the price is quite high - Running at high speed -> without feeling sturdy, sturdy (less stable, bulky) - High chassis - Small size -> easy to rotate, sneak in the crowded street Gentle steering wheel, easy to control - Smooth suspension - The direction of the vehicle still has to be folded by hand - Engine roar into the cabin when driving a lot of high speed Toyota (Innova) Ford (Ecosport) SALE MANAGER: NGUYỄN THỊ NGỌC MAI Toyota (Fortuner) - Interior design many modern equipment -Electric folding rearview mirror - Start with buttons and smart key 3-spoke leather steering wheel, many features - Contains equipped with automatic rain sensor feature -The engine accelerates slowly - The operating speed is still poor compared to the competition Ford (Everest) -Strong engine, good acceleration -Good sound insulation -Gentle steering wheel -Large rear view mirror for good viewing angle -Solid chassis system -High cost of repair and supplement -Not equipped with the 'Electronic hand brake' feature -No paddle shifters on the steering wheel Hyundai (Solati) - Flexible operating power - Energy saving - Higher price than other models in the same segment > less competition Ford (Transit) - The engine meets Euro standards - Able to maintain high speeds even when operating at low speeds -Energy saving - Maintenance costs - The luggage compartment is narrow KIA (Sedona) - Smooth engine - High engine power - Equipment with many high-end features at price range - Large luggage compartment - Large size -> less flexible in the city - Interior material is not sure yet - Energy-consuming Ford (Tourneo) - Smooth and powerful operation - Competitive selling price - Luggage compartment, spacious interior compartment - Leather seat material is a bit hard - There is no value display for passenger compartment Land Cruiser (Prado) - Spacious interior Durable operation, sturdy chassis - Save fuel, maintenance costs - The interior lacks of modernity - sophistication - Large capacity engine - small capacity - Lack of safety equipment - High selling price SALE MANAGER: NGUYỄN THỊ NGỌC MAI Ford (Explorer) - The interior lacks of modernity sophistication - Large capacity engine - small capacity - Lack of safety equipment - High selling price - Equipped with optional price tag - Off-road mode is not appreciated Competitive Pressure Supplier: (Supplier's bargaining power) - Ford established a relationship with Penske Logistics, one of the best logistics providers - Penske Logistics manages 19 assembly plants in North America Potential competitors: (The risk of new entrants) American giants New car companies started to set up Customer (Buyer power) Buyers are always in demand for lower prices and for high quality products Threat of Substitution: The society is increasingly developing, so it is indispensable to have technological means such as: - Taxi - Grab - Goviet In addition, due to traffic jam, Vietnamese are being encouraged to use public transport such as Bus Competitive rivalry - The main competitor is Toyota Vietnam: Together in Vietnam in 1995 - Korean cars crowned: The Hyundai-Kia alliance has just broken Ford's position as the fourth-largest car manufacturer in the world Swot Analysis Strength - Being the first agent of Ford Vietnam - Has 1000 employees with Sales staff dynamic professional - High quality product - Golden Services: faster, many service workshops - Professional management apparatus - Invest in the expansion of facilities - Build good remuneration mechanisms SALE MANAGER: NGUYỄN THỊ NGỌC MAI - Train and foster talents - Create a favorable working environment -> Attracting high quality human resources Weakness - The automatic parking system on high-end Ford cars has not done as well as Driver interaction is still required (such as holding the brake pedal, shifting the gear lever forward and back to park) - With Ford pickup trucks going through the holes, the bridge feels a bit sagging Opportunity - Because of covid-19, the tax is extended until the end of Q1 2020 => Part of the cost is reduced -Tax reduction policy of government - The policy of extending consumer lending of banks -The demand for cars is growing rapidly Threat Public transport is being encouraged - Competitor imported car manufacturers: Toyota, Mitsubisi, Thaco, Honda… - Competitor domestic car: Vinfast Marketing Strategies Marketing Ojective Marketing goals of SG Ford 2021 is to push sales to 3800 units Sales Objective 4500 4000 3431 3500 3000 2500 2000 1500 1000 500 2017 3861 3186 3800 2664 2018 Sales 2019 2020 2021 SALE MANAGER: NGUYỄN THỊ NGỌC MAI Target Segmentation Geographic Psychographic Demographic Everest Ranger Transit Ecosport Explorer Tourneo Region: Viet Nam Density: Urban Region: Viet Nam Density: Urban Region: Viet Nam Density: Urban Region: Viet Nam Density: Urban Region: Viet Nam Density: Urban Region: Viet Nam Density: Urban Social class, Middle class, Upper class Social class, Middle class, Upper class Social class, Middle class, Upper class Social class, Middle class, Upper class Social class, Middle class, Upper class Social class, Middle class, Upper class - Focus on male customers aged 35-50 years old -Families with children under 12 years old Private enterprise Big family - Male customer from 25-30 years old - People have to travel a lot or have to carry goods - Mid-range income - Have to sit for many hours in the car - Male 3550 years old - The use of a 16-seater car to combine 23 families in one trip will be more efficient and economical than a group of 3-4 cars - Those who are "sensitive" to car sickness - Male 25 35 years old - Dynamic, young and modern - Going to work every day - Love technology, automation - Male / Female 25 35 years old - For those who love practicality, like to drive, suitable for many different purposes - Go to school to work - in the city - Car owners need a means of transportation for their families, economical and convenient - Small family - Service vehicles, target groups of customers in the luxury transport sector, travel agencies and hotels and resorts - Shortterm travel SALE MANAGER: NGUYỄN THỊ NGỌC MAI The selling price is not too different PODs Ford Ecosport Toyota Innova 4325 x 1755 x 1665 3.735 x 1.830 x 1.795 chassis height (mm) 200 Chassis height (mm) 178 The high dynamic roaring CUV is loved by young people, The Toyota Innova is a traditional car line Ford Everest competes with Toyota Fortuner FORD POSITIONING 7-seat SUV segment aggressive and muscular appearance POPs leather seats Spacious seating space in all positions PODs Everest Toyota Fortuner Spacious seating space in all positions Spacious seating space in all positions Length (mm) 4,892 Width (mm) 1,860 Length (mm) 4,795 Width (mm) 1,855 Ford Transit competes with Toyota Solati FORD POSITIONING 16-seat car segment POPs Anti-lock brakes and seat belts for the car seat Transit Solati 5780 x 2000 x 2360 mm 6195 x 2038 x 2760 mm Leather or fabric seats Leather seat capacity of 138 horsepower capacity of 167 horsepower PODs SALE MANAGER: NGUYỄN THỊ NGỌC MAI Ford Tourneo competes with KIA Sedona FORD POSITIONING POPs 7-seat-car Same money range about 1.1 billion Tourneo Sedona capacity of 200 horsepower capacity of 197 horsepower 6-speed automatic transmission 8-speed automatic transmission Hydraulic power steering wheel Electric power steering wheel PODs Ford Explorer competes with Toyota Land Cruise Prado FORD POSITIONING Anti-lock braking system (ABS) Electronic brake force distribution system POPs Full LED headlight system, automatic Balance system PODs Explorer Toyota Land Cruise Prado Gasoline 2.3L Ecoboost I4 Gasoline 2.7L VVT-i many safety functions equipped with basic safety features Maximum torque - Nm / (rpm) 420 (3,000) Maximum torque - Nm / (rpm) 246 (3,900) Marketing Mix Strategies Product Strategies Ecosport Compact, versatile and smart SUV Optimal ground clearance and intelligent balance control system The spare wheel is behind Tourneo Spacious passenger compartment, sophisticated interior design and comfort SALE MANAGER: NGUYỄN THỊ NGỌC MAI Ford Tourneo is equipped with a 2.0L Ecoboost petrol engine that delivers the desired power while saving fuel Equipped with intelligent technology with many utilities to help elevate the driving experience to a new level No worries, just focus on driving safely because Ford Tourneo is truly a reliable companion on every journey Everest The new Everest grille is more modern and more aerodynamic than before, achieving a lower drag coefficient and more fuel economy Electronic Stability Control - ESC Spacious passenger compartment, Diesel engine 2.0L Bi-Turbo advanced Everest for 213PS capacity and maximum torque of 500Nm while still very fuel efficient interior design, amenities bring comfort and relaxation Electronic Power Steering (EPAS) with Pull-Drift Compensation Technology Ranger 10-speed automatic transmission Electronic Power Steering (EPAS) The system supports downhill Explorer Control Balance with AdvanceTrac Vehicle Tilt Reduction * Blind Spot Warning System & Crossing Vehicle Warning System ** Lane Departure Warning and Lane Maintenance Assist *** Transit 16-seater car The high ceiling design makes the space in the car spacious and airy The bad road suspension is very sturdy, the crab hug on the pass is very compact and does not shake Price Strategies Ford car prices are usually discounted from to 6%, for some models, if there are no discounts, there will be a promotion from 20 to 45 million VND, this promotion is usually converted according to the number of times to bring the car to maintenance and replacement of car accessories, Version: Premium Ecosport Ranger Explorer Listed Price 686.000.00 918.000.00 1.999.000.00 845.000.00 0 1.069.000.00 1.399.000.00 0 6% 5% Bonus Bonus 6% Bonus 870.000.00 +45.000.000 +20.000.00 999.000.000 +20.000.000 To 644.000.00 wholesale r, retailer Transit Tourneo Everest - The prices above are listed prices in the Vietnamese market (physical stores, online stores) - These prices are based on cost of goods sold (COGS), value of the products, and competitors’ products prices SALE MANAGER: NGUYỄN THỊ NGỌC MAI - However, when buying a car, consumers will be discounted by each retailer's discount, accompanied by products such as Ford's black box, floor cover, upholstery, umbrella, steering wheel, pillow Price Strategies - Prices for promotions (Economy Pricing) - Price by product group Place Strategies Sai Gon Ford stores are designed to deliver a complete customer experience to its customers The store provide one stop solution for all buy, the maintenance and repair needs of its customers Particularly, SaiGon ford has major dealers in the Ho Chi Minh City area, including: - Ford Cao Thang - Ford Tran Hung Dao - Ford Tran Dinh Xu - Ford Pho Quang Promotion Strategies Expected marketing budget is about 0.1% of total sales => Total marketing budget = 0.1% x 3321 billion VND ≈ 3.3 billion VND This budget will be for the purpose: • Attracting attention from consumers • Consolidating brand image and expanding market segment New activities such as increasing Saigon Ford's awareness on Google with SEO and advertising For when customers find Ford, SaiGon Ford must appear first Currently, Vietnam is in heavy damage from the flooding in the Central region, so community activities are necessary for customers to get to know Ford better In addition, we can create SaiGon Ford sponsored trips so that potential customers can participate in these trips Through a trip to make a promotional video as well as increase the trust of potential customers Saigon Ford has to constantly train its employees because the society develops, so we also need to develop more to be able to grasp the psychology of customers comprehensively Financal Summary MARKETING EXPENSIVE BUBGET - Expected marketing budget is about 0,1% of total sales => Total marketing budget = 0,1% x 3321 billion VND ≈ 3,321 billion VND New marketing activities will account for 30% of the marketing budget Advertising Campaigns CONTENT BUDGET (million VND) Website 99 Social activities 297 Test run 396 SALE MANAGER: NGUYỄN THỊ NGỌC MAI Training 198 Total 990 Existing marketing activities will account for 70% of the marketing budget Advertising Campaigns CONTENT BUDGET (million VND) SEO, Online Advertising 46 Public Relation 69 Youtube Advertising 23 Facebook Advertising 184 Billboards Advertising 56 Banner, Standee, Handout 14 Youtuber 4.6 Total 2.310 MARKETING FORECAST Each vehicle has a different percent of sales forecast, Ford Ranger-57.5%, Ford Transit-2.5%, Ford Ecosport-9.9%, Ford Everest-24.9%, Ford Explorer-4.5%, Ford Turneo-0.7% Model name Percent of sales Ford Ranger 57.5% Ford Transit 2.5% Ford Ecosport 9.9% Ford Everest 24.9% Ford Explorer 4.5% Ford Turneo 0.7% TOTAL 100% Promotion budgets are divided according to each activity and each month separately Advertising and SEO must always be conducted throughout the year, accounting for 8.25 million VND per month Community campaigns are conducted from July to November because this is the rainy season with many floods and natural disasters With the total amount of VND 297 million SALE MANAGER: NGUYỄN THỊ NGỌC MAI The parade to increase the customer experience will take place mid-year, June and July as it is summer month, consumers can take the opportunity to travel with their family The total cost is 396 million VND Each month there will be a training session with a cost of 33 million VND 4600 4459 4400 4200 4117 4000 3800 3800 3600 3400 2021 2022 2023 MARKETING FORECAST OF SAIGON FORD 2021-2023(Qs: car units) With 8.33% growth rate SaiGon Ford set forecast for the next years, respectively 20213800 cars, 2022-4117 cars, 2023-4459 cars 3.9 3.8 3.7 3.6 3.5 3.4 3.3 3.2 3.1 3.9 3.5 3.3 2021 2022 2023 MARKETING EXPENSIVE BUBGET 2021-2023 (billion VND) The society is developing, the costs also increase, so according to the revenue forecast for the next years in the table above, Sai Gon Ford gives the 2021-2023 MARKETING EXPENSE table: 2021-3.3 billion VND, VND 2022-3.5 billion, VND 2023-3.9 billion SALE MANAGER: NGUYỄN THỊ NGỌC MAI SALE MANAGER: NGUYỄN THỊ NGỌC MAI ALES PLAN – SAI GON FORD 2021 I Market Capacity Vietnamese car industry in general is large and high growth rate and gradually meet the needs of the Vietnamese market The level of car consumption has increased steadily over the years II Sales capacity of the company Ford holds 10.2% market share in Vietnam ( Number 2020) SALE MANAGER: NGUYỄN THỊ NGỌC MAI III The Tunover and revenue of Saigon Ford in 2019 Qs (Car) Ranger 13.319 Transit 4.690 Ecosport 4.006 Everest 7.852 Explorer 854 Tourneo 245 Total 32.175 IV Sai Gon Ford’s Market share Saigon Ford’s Market Share in Ford Vietnam 12.00% Saigon Ford Other Ford V 88.00% Forcast sales targets and revenue of Saigon Ford in 2021