Contents

• Executive Summary 2
• Situational Analysis of the Current Market and Company 2
• PEST – Oman 2
• SWOT Analysis 4
• Competition and Consumer Behavior 6
• Market Segmentation 6
• Marketing Plan Objectives 7
• Marketing Mix Strategy Recommendations 8
• Evaluation and Control 9
• Budget 9
• References 11

Description

This report is based on the following requirement -
According to Clive Hammond, CEO of Zawawi Trading Company Automotive, Mercedes-Benz Oman has a “continuing commitment to delivering the Best Customer Experience” (12th June, 2016).
Based on the aforementioned, you have been approached by Clive Hammond, in your capacity as a Marketing Consultant, to develop a marketing plan for Mercedes-Benz Oman, with the objective of enhancing customer experience and satisfaction for the next two years.
Your Marketing Plan must include the following:
• Executive Summary
• Current market and company situational analysis, including the competition, consumer behaviour, SWOT and/or PEST analyses.
• Market Segmentation- this should emanate from your market situational analysis. You must identify current and possibly new market segments for Mercedes-Benz Oman. I would suggest that you focus only on the motor car segments.
• Marketing Plan Objectives – must be specific and realistic.
• Marketing mix strategy recommendations- these should stem from the market and company situational analysis. Your recommendations must be relevant to the segments identified in your market situational analysis.
• Evaluation and Control – how would the plan be monitored? What tools would you employ?
• Budget- provide a costing for each of your marketing mix strategy. I do not expect you to come up with specific figures, but your costing should be based on research.