Chery Qq

A COMPREHENSIVE MARKETING PLAN FOR THE PRODUCTION AND MARKETING OF CHERY QQ: IN THE PHILIPPINE SETTING

I. EXECUTIVE SUMMARY

The Chery QQ is a subcompact city car produced in 2003, and still being continuously developed. It is small in size and light in capacity and it can carry at least 4-5 passengers. It has state-of-the-art features, and sophisticated engine design, and it has wide selection varieties in color, and operation type. In this Marketing Plan, we focus on increasing and developing the market potential of the product. In the Marketing Plan, in its first part, we initiate the executive summary which serves as a collaborative introduction for Chery QQ. We evaluate the current marketing situation where the Chery QQ strives to compete; it consists of the industry analysis, the macro-environmental forces, and the company profile. The nest part consists of the opportunities and issues analysis, where it consists of the evaluation of strengths, weaknesses, opportunities, and threats; and its key success factors. In the further part we identify the corresponding marketing and financial objectives.

The succeeding part consists of the target market profile segments. The next part consists of the Key Marketing Strategies, which consists of the positioning statement, product strategy, pricing strategy, promotional strategy, distribution strategy, internet marketing strategy, and the customer relationship strategy. The further part consists of the action programs which consist of advertising and promotion plans. The succeeding parts are the sales forecast and income statement where it initiates the product sales for Chery QQ and revenues of the company. The last part is the monitoring, implementation, and control plans. We aim to create a comprehensive and reliable marketing plan for the product.

Our goal for the Chery QQ is to productively compete in the automobile market, in the low-end market, where it will be able to establish a reputable position as an...