But among Ford branches, Saigon Ford''''s market share isknown to be the highest, accounting for 12%.. Market Demand Customers requirements are increasing as the market develops; not
MARKETING PLAN
COMPANY INTRODUCTION
Saigon Ford opened its doors in 2000, making it Vietnam's first Ford dealership Since then, SaiGon Ford has grown to become Vietnam's largest vehicle dealer, receiving several governmental certificates of recognition for quality and sales.
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".
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.
EXECUTIVE SUMMARY
This report will report on the Marketing plan and Sales plan of Ford Saigon The sales figures, and sales forecast, and sales plan for the coming year of Ford Saigon.
According to a sales report from the Vietnam Automobile
(VAMA), despite timpact of the Covid-19 pandemic,
Vietnamese people still buy more than 400,000 cars of all kinds in 2020.
Out of 24,065 cars sold, there were 17,593 passenger cars (up 0.1% MoM); 6,133 commercial vehicles (up 0.4% MoM) and 339 special-use vehicles (up 10% MoM).
According to VAMA's report, Ford currently holds 8% market share in the car market in Vietnam But among Ford branches, Saigon Ford's market share is known to be the highest, accounting for 12% Ford's market share in Vietnam.
The Vietnamese automobile market has grown significantly in recent years,resulting in strong rivalry among numerous automakers as a result of the industry's high demand.
However, based on current conditions, the automobile market is approaching saturation As a result, it necessitates the constant introduction of new models and enhanced functionality to our brand.
FORD must devise a strategy for releasing new goods on a regular basis, but the quality remains under control and is progressively outperforming older products and those of rivals.
Customers requirements are increasing as the market develops; not only are items of high technical quality available, but they may also try out new features Smart and current features, fuel efficiency, car replacement components, and a gorgeous model are all accessible.
Currently, auto manufacturers in Vietnam are trying to develop day by day to integrate with the trend that 2021 will be the year of electric cars As a vehicle that is powered by electricity instead of running on gasoline, the leading fuel-saving oil in the world In the context of major manufacturers in the world are cutting carbon dioxide emissions of products Nowadays, electric car models are launched more and more on the Vietnamese market, with diverse and user-friendly models And electric cars are considered hot products on the market today.
SWOT ANALYSIS
Shareholders: Savico, Phan Thanh sware, Saigon Ford,…
- Ford Vietnam (vehicle, maintenance service).
- Minh Giang Manufacturing & Trading Company Limited.
- A Au Auto Parts Trading Service Co., Ltd.
- ACHISON Automobile Paint Joint Stock Company.
- Bao Viet Ho Chi Minh City, Liberty Insurance, PVI Insurance Ho Chi Minh City
- Vietinbank, HSBC Bank, CIMB Bank, VIB, UOB, Shinhan.
- Buying and selling old and new
- Raw material, labor and production costs.
- Salary and bonuses for employees.
- Customers are given gifts on their birthdays.
- Attract potential consumers by hosting events.
- Ford encourages and supports consumers to use the service.
When crossing a bumpy road, travel slowly.
- Foot pedal -> brake pedal -> light, non-fatiguing.
- There is support for safe slope departure
-Large body -> difficulties crossing tight lanes - camera not installed -> problem reversing
-Good value for money - Low energy consumption - Stable and dynamic
- There appears to be no sound insulation from or around the road.
- Sound system of excellent quality
- When the speed range is low -> slightly noisy
- Gender-neutral designs are available.
- High durability: engine, gearbox, transmission system, etc - Easy to fix because it's a best-seller -> replacement parts are easy to get by.
- Basic interior (not too opulent) -> yet the price is fairly expensive - High- speed operation -> without feeling strong, sturdy (less stable, bulky)
- High chassis - small size -> easier to spin and slip through congested streets
The steering wheel is gentle and simple to maneuver.
- The vehicle's direction must still be folded by hand - When traveling at high speeds, the engine roars into the cabin.
- Many contemporary pieces of equipment are used in the interior design.
-Folding rearview mirror that is powered by electricity
- Begin with the buttons and the smart key
Many features, 3-spoke leather steering wheel
- Includes a rain sensor that is automatically activated.
- In comparison to the competitors, the operating speed is still slow.
-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
- Higher price than other models in the same segment -> less competition
- The engine meets Euro 4 standards
- Able to maintain high speeds even when operating at low speeds
- The luggage compartment is narrow
- Equipment with many high-end features at price range
- Large size -> less flexible in the city
- Interior material is not sure yet
- Luggage compartment, spacious interior compartment
- Leather seat material is a bit hard
- There is no value display for passenger compartment
- Spacious interior Durable operation, sturdy chassis
- The interior lacks of modernity - sophistication
- Large capacity engine - small capacity
- The interior lacks of modernity - sophistication
- Large capacity engine - small capacity
- Equipped with optional price tag
- Off-road mode is not appreciated
New automobile businesses have begun to emerge.
Buyers are always in demand for lower prices and for high quality products.
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 pressure comes from competitors in the industry
Toyota Vietnam is the major competitor: Together in Vietnam in 1995, Korean vehicles were crowned: The Hyundai-Kia partnership has recently dethroned Ford as the world's fourth-largest automaker.
Pressure from suppliers:(Bargaining power of the supplier)
Ford formed a partnership with Penske Logistics, one of the top logistics companies.
In North America, Penske Logistics oversees 19 assembly plants.
Political Economical Social Technological Legal Environmetal
Vietnam as an opportunit y and a prospectiv e market.
GDP is rising, there is a rise in demand for automobiles.
The majority of Vietnamese people utilize social media.
Ford has pages on all of the main social media sites.
Ford's objective in developing the EcoBoost engine generation was to make it more fuel efficient.
In 2020, Viet Nam's car market will be impacted by new legislatio n.
Automobile manufacturers have continuously improved technology,introducing fuel- efficient,emission-reduced,and environmentally friendly cars.
- Being the first Ford representative in Vietnam - Employing 1000 people, including a strong sales team.
- Golden Services: more service workshops, faster.
- Establish a professional management apparatus - Invest in facility expansion.
- The automated parking function on high-end Ford vehicles hasn't performed as effectively as it should Driver engagement is still necessary (for example, holding the brake pedal and sliding the gear lever forward and back to park) - The bridge appears to be drooping as Ford pickup trucks pass through the gaps.
- The tax has been prolonged until the end of Q1 2021 due to covid-19
=> A portion of the price is decreased.
- The government's tax-cut program
-Banks' policy of providing consumer credit.
- The demand for automobiles is continuously increasing.
- Public transport is being encouraged.
- Competitor imported car manufacturers: Toyota, Mitsubisi, Thaco, Honda….
MARKETING STRATEGY
4.1 Target customer of Saigon’s Ford:
- Marketing goals of SG Ford 2024 is to push sales to 2558 units.
“Sporty and feisty appearing automobiles appeal to guys with sophisticated, luxurious lives and energetic personalities who enjoy high-tech equipment, FORD is the brand of modern car that is best for your choice The reason is that the automobiles use modern technology, a powerful engine, and a comfy design with a strong and modern brand character”.
MARKETING MIX STRATEGIES
Ford Explorer 2021 has been officially launched and is a large SUV line of Ford car company in Vietnam, with a defining exterior with a more modern and powerful design, inside are high-class utilities and can't miss that are SAFETYThe passing feature is equipped with headlights, fog lights, turn signals, and taillights equipped with high-end Led technology.
Ford Everest 2021 is highly appreciated by Vietnamese users for its convenience, durability, strength and fuel economy, especially the car does very little damage, mainly when the maintenance period is the job of just changing the oil and running Owning a wheelbase up to 2850mm length makes the space in the car extremely spacious Everest has the characteristics of SUVs with a high, wide and comfortable driving position, wide visibility.
Ford Ecosport is equipped with a lot of comfort features, high-class safety features of the Ford automaker without a large and comfortable interior, with many utility compartments up to 25 positions, Multi-color customer socks form (8 colors) selectable option.
Ford Ranger Raptor 2021 is equipped with many modern technologies and the tunnel design is an upgraded version from the Ranger pickup model with improvements in comfort equipment, suspension, and good offroad frame ready to fight in every favorite image.
The Ford Ranger 2021 pickup uses a completely new 2.0L Bi-Tubor engine with diesel engine that is prioritized to use engine power and save the natural environment Younger modern design with sporty style.
For Tourneo is distributed by Ford Vietnam in Vietnam market with 5 car colors for customers to choose from: white, black, brown, gray, silver Customers can choose the color of the Ford Tourneo to suit their needs and preferences This is Ford's first MPV line to be officially sold in Vietnam, designed to be very spacious and comfortable to help the occupants of the car Comfortable.
Ford Transit enhances the beauty of luxury and power As a commercial vehicle user, you also want a solid, durable, full-featured vehicle to pass any road test. dynamic, spacious space, more luxuriously designed interior Dedicated vehicle for customer delivery and service.
Ford car prices are usually discounted from 2 to 8%, for some models, if there are no discounts, this promotion is usually converted according to the number of times to bring the car to maintenance and replacement of car accessories, …
Premium Ecosport Ranger Explorer Transit Tourneo Everest Ranger
- 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
- 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.
- Prices for promotions (Economy Pricing)
SaiGon ford has 4 major dealers in the Ho Chi Minh City area, including:
- Saigon Ford Cao Thang - 61A Cao Thang, 3 Ward, District 3.
- Saigon Ford Pho Quang - 104 Pho Quang, 2 Ward, Tan Binh District.
- Saigon Ford Tran Hung Dao - 6A Tran Hung Dao, Pham Ngu Lao Ward,
- Saigon Ford Tran Dinh Xu - 72 Tran Dinh Xu, District 1.
Expected marketing budget in 2022 about 0.1% of total sales.
=> Total marketing budget = 0.1% x 1793 billion VND ≈ 1.7 billion VND.
This budget will be for the purpose:
• 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.
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.
FINANCIAL SUMMARY
- Expected marketing budget is about 0,1% of total sales.
=> Total marketing budget = 0,1% x 1793 billion VND ≈ 1,793 billion VND
Estimated Cost Service (milion VND)
Promotion budgets are divided according to each activity and each month separately.
POTENTIAL MARKET SHARE AND SALES
Sell out in unit 2.168 (car)
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Advertising
SALES PLAN
MARKET CAPACITY
In general, the Vietnamese automobile industry is expanding at a rapid pace, steadily meeting the demands of the Vietnamese market Over a lengthy period of time, the use of automobiles has steadily increased.
Vietnam's automobile sector has yet to mature; vehicle consumption rates fluctuate year to year, and car ownership remains low in comparison to other regional nations.
SALES CAPACITY OF THE COMPANY
Ford holds 9% market share in Vietnam ( sales from the beginning of the year to
Market share of major manufacturers in VAMA (unit: %).
FORD’S SAIGON SALES TARGET AND REVENUE IN
The Sale's Percentage of each type vehicles
The chart above shows the percentage of sale of each type of cars.
The process of Ford’s Quality Care.
FORD’S SAIGON MARKET SHARE
MARKET SHARE OF AUTOMOBILE MANUFACTURERS IN VAMA 2020
Four leading brands like Toyota, Honda, Thaco, and Ford currently account for 77% of the auto market share in Vietnam In which, Thaco accounted for the highest market share with 34.3%, followed by Toyota at 23.8%, Honda at 10,2% and Ford at 8.7%.The rest represent other brands like Vinfast, Mitsubishi
FORD’S SAIGON TURNOVER AND REVENUE IN 2022
Model name Percent of sales Average Price
( Turnover: Billion VND )The information above shows the Sales and Turnover of each Model car.
Month 1 2 3 4 5 6 Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
( Qs: car units ) The table shows the units of Sales in 2 quarter.
Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
( Qs: car units )The table shows the units of Sales in 2 quarter.
SALES PLAN – SAIGON FORD IN 2022
In 2021, According to a report, Ford admits that it must cut at least 1.1 million vehicles this year than expected Because currently, the company is facing a serious chip shortage crisis due to the impact of the Covid-19 pandemic So Ford's production output will overall decrease by 10% in 2022 (from Car consumption decreased at the same time, car manufacturers added the burden of lack of production chips, 10/06/2021, Tuoi Tre newspaper).
Vietnamese automobile industry in general is large and high growth rate and gradually meet the needs of the Vietnamese market The level of automobile consumption has increased steadily over the years.
6.2 Sales Capacity of the Company:
Saigon Ford holds 12% market share in Ford Vietnam.
6.3 The turnover of Saigon Ford in 2020
6.4 Forecast sales targets of Saigon Ford Tran Hung Dao in 2022:
Model name Percent of sales Average price
Month 1 2 3 4 5 6 Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
6.5 Forecast Sales Target of Ford’s Saigon Cao Thắng in 2022:
Model name Percent of sales
Average price (Billion VND) Sales Turnovers
(Qs: unit). (Sales: Biliion VND).
Source Qs Sale s Qs Sale s Qs Sale s Qs Sale s Qs Sale s Qs Sale s
(Qs: unit). (Sales: Biliion VND).
6.6 Forecast sales targets of Saigon Ford Trần Đình Xu in 2022:
Model name Percent of sales Average price
Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales
Month 7 8 9 10 11 12 Source Qs Sale s Qs Sale s Qs Sale s Qs Sale s Qs Sale s Qs Sale s
(Qs: unit).(Sales: Biliion VND).
ACTION PLAN
Step 1: Compute Total Number of Calls to Current Customer
Accounts Call per year Total Calls
Step 2: Compute Total Calls Made per Salesperson
-Salesperson will average 3 calls per day
-Salesperson will work in the field 4 days per week
-Salesperson will work 45 weeks per year
4 x 3 x 45= 540 Sales calls per year for each saleperson
Step 3: Compute Total Number of Salesperson
Sales Calls to Service Existing Accounts 45,894= 84,988
Sales Calls Made per Salesperson 540
Adjust for Other Workload Factors
10% to call upon new account and 5% percent for information gathering duties 10% + 5% = 15% => 100% - 15% = 85%
Salespersons needed to service existing accounts call on new accounts,and provide information gathering
7.2 The capacity of the sales team in 2022 for each store:
Posting the recruitment information at the following sources:
- Careerbuilder : CareerBuilder is a global, end-to-end human capital solutions company focused on helping employers find, hire and manage great talent. Combining advertising, software and services, CareerBuilder leads the industry in recruiting solutions, employment screening and human capital management With the low costs , companie can easily to select many applicants and save time.
- VietNamWorks: this a most fomous website in Viet Nam Search for recruitment and job information faster at Vietnam's largest job website.
- Linkedin: LinkedIn gives recruiters the information to showcase your applicants profile, expertise, recommendations and connections,when recruiters and employers use LinkedIn to search for candidates but it also demonstrates credibility in your industry.
•Company Website : This is the place to search for candidates exactly and directly.
- Ability to communicate, persuade and approach customers well.
- Good looks, having knowledge about car.
- Good attitude, Agile, enthusiastic, able to work in a team
Initial Training: Focus on introducing companies, products, customers, competitors. The purpose is to give employees an overview of the job, the company and the market. Employees can acquainted with staffs in company create a friendly working environment. In-depth training: This training program is targeted to the individual who is the skill and art of sales the management will based on the total sale revenue of individual sapesperson to decided who need to training or not.
- For the long time employees:
- Training about leader skill, how to manage the employees.
- Training about the art of sales, maintaining with customer relationship.
- Training about sales management skills.
- Commission from agent: 3,000,000 vnd/unit
- Commission from Bank services: 7%/unit
- Regular Event for Employees “Talent Salesman”: This program takes place quarterly, honoring the best individuals in each quarter for revenue and sales.
- Individuals receiving three consecutive quarters are promoted.
- Holding teambuilding or picnic for employees