Marketing Analysis of Holden Automobile Company

Running Head: MARKETING FUNDAMENTALS 1
Marketing Analysis of Holden
Automobile Company

MARKETING FUNDAMENTALS 2
Table of Contents
Introduction.................................................................................................................................................3
Company Description..................................................................................................................................3
Marketing Analysis of Holden Automobile Company..................................................................................4
Target Market..........................................................................................................................................4
Perceptual Map.......................................................................................................................................4
External Environmental Scanning............................................................................................................5
Social Factors.......................................................................................................................................6
Economic Factors.................................................................................................................................6
Demographic.......................................................................................................................................6
Technological Factors..........................................................................................................................6
Political/Legal Factors..........................................................................................................................7
Competitive Factors.............................................................................................................................7
Factors affecting choice of Holden Automobile Company.......................................................................7
Internal Factors....................................................................................................................................7
External Factors...................................................................................................................................8
Integrated Marketing Communication Campaign (IMC)..........................................................................9
Conclusion.................................................................................................................................................11
References.................................................................................................................................................11

MARKETING FUNDAMENTALS 3
Introduction
For each and every organization, it is very important to conduct marketing analysis so that it can
evaluate its surroundings and external environment. Through this analysis, the company studies
the dynamics and attractiveness of a particular market within a specific industry. There are
various frameworks which can be used to analyze the external and internal market and related
factors that can affect the company’s business. It is significant to analyze the external
environment by evaluating different factors like political, social, economic factors etc. This
report is totally focused on marketing analysis of Holden Automobile Company that is formally
known as General Motors Holden. Holden Automobile Company is a subsidiary company of
General Motors that operates its business as Australian automobile importer and former
automobile producer. This report includes the discussion about the target market of the chosen
company. Considering the market and its competitors, a perceptual map is prepared for Holden
Automobile Company. Further, it analyses the external and internal environment of company by
considering different factors. At the end, the report discusses the current integrated marketing
communication campaign of the company.
Company Description
Holden Automobile Company, officially known as General Motors Holden is an Australian
automobile manufacturer and automobile importer. The company was founded in the year 1856
as saddlery manufacturer in Australia. In the year 1908, it entered into automotive sector and
became a subsidiary of US based automotive giant General Motors (GM) in 1931. Currently, it is
headquartered in Port Melbourne, Victoria. After that, it has changed its name to General
Motors-Holden’s Ltd. In 1998, it was renamed Holden Ltd. and General Motors Holden in the
year 2005 (Holden Australia, 2018). Holden offers residual stock of locally manufactured range
of Commodore vehicles and imported models of GM. Additionally, the company has provided
the badge engineered models in sharing agreements with Isuzu, Nissan, Chevrolet, Toyota,
Suzuki, Vauxhall Motors and Opel. It is an international manufacturer and distributor of
vehicles, components, parts and engines (Packham, 2017). The company represents its domestic
country (Australia) as design center of excellence and a significant base in emerging Asian
markets.

MARKETING FUNDAMENTALS 4
Marketing Analysis of Holden Automobile Company
Target Market
Holden Automobile Company is successfully operating its business operations in Australian
automotive industry. The organization focuses on its target market by establishing a mission
statement i.e. “to become the most successful automobile company of Australia with a full
commitment to customers and passion for excellence”. Holden Automobile Company is offering
its products and services considering the needs and demands of customers in Australia and New
Zealand. It targets its customers considering different characteristics like geographic,
demographic, psychographic and behavioral characteristics. Under geographic segmentation,
Holden focuses on the population of Australia and New Zealand. Moreover, it emphasizes on the
age and income under demographic segmentation (Thompson & Martin, 2010). Considering
these segmentation, Holden offers its products to the people of moderate income level and age
group of 25 to 40 years. In the Australian states, it sells its products by targeting the upper and
middle class individuals. Thus, it can be stated that Holden Automobile Company currently
offers the automobiles for all segments in the market.
Perceptual Map
Perceptual mapping is the process which is used by the marketing divisions of companies that
show the opinion and perception of customers towards company’s products and services
(Guajardo, Cohen & Netessine, 2015). In the perceptual map, the position of company’s product
line, product is shown comparative to their competing brands.