BUS 321 Executive Summary Draft

This report aims to discuss and recommend strategies for Holden to promote the Commodore SV6 in China. Holdens brand image and positioning of the Commodore is essential in the continued growth and success in the Chinese car market. Holden Commodore is a popular family and sports car in Australia because the parts are manufactured locally and is readily available when the consumer needs to repair his or her car. It is also accommodates the average Australian family and is economical and user friendly. We aim to submit a marketing plan which will help Holden to achieve its business outcomes in China. Our target market in China is mainly males aged between twenty-five to forty years who have a high disposable income, are executives or managers (white-collar workers) and is middleclassed. Based on Chinas population pyramid for 2010 (refer to figure 1.1), there were 158 million males in our target market (25 40 years) which proves to be a perfect opportunity for Holden to promote its Commodore over there. By 2020 (within a nine year period) the population of our target consumer group is estimated to have grown by approximately 10 million people (162 million males) (refer to figure 1.2) and would be beneficial for Holden. As the market is accessible, large and profitable, Holden can gain a large market share of the family car/large car segment in China which has been dominated by three of its main competitors including Kia, Subaru and Roewe. In order to be competitive against the competitors and achieve its corporate goals, Holden needs to formulate a comprehensive marketing strategy. Holdens goal within five years of implementing its marketing strategy in China is to gain a market share of 25% in the family car segment. The goals of the initial phase of implementation are to increase Holden Commodore sales by 40% within the first year and at least 10% each consecutive year. To achieve our goals which we have previously mentioned above within our specified target market, promotional campaigns during significant times of the year which are meaningful to the Chinese (such as Chinese New Year and Autumn Moon Festival) and through various forms of media and sponsorship deals with local Chinese corporations and businesses will be discussed as well as steps for implementation. The steps for implementations will be listed in the action plan, which is categorised into three phases. Each phase contains a specific objective, in order to effectively achieve realistic and specific goals during the specified time period.

This marketing plan not only contains strategies and promotional campaigns planned for Holden Commodore, is also inclusive of the companys financial forecasts of the various promotional strategies within a specific time limit. Despite the outcomes of our promotional strategies, a contingency plan needs to be formulated on the basis on any failures or unexpected events which will hinder the operation of Holdens promotional strategies. We have a contingency plan to consult with in order to continue this business operation.