Marketing Plan for Tint World Automotive Styling Centre

This document presents a marketing plan for Tint World Automotive Styling Centre, focusing on increasing brand awareness and attracting more customers in the Saudi market. The plan includes objectives, strategies, tactics, financial resources, implementation, and control measures.

Marketing Plan

Contents
1. Introduction.........................................................................................................................................1
2. Environmental Analysis.......................................................................................................................2
2.1. Macro trend environment analysis...................................................................................................2
2.2. Micro trend environmental analysis.................................................................................................4
2.3. Customer Analysis...........................................................................................................................5
2.3.1. Segmentation...............................................................................................................................5
2.3.2. Internal environment capability analysis......................................................................................6
PROPOSED STRATEGY...........................................................................................................................8
Objective.................................................................................................................................................8
Strategy...................................................................................................................................................9
Tactics and action..................................................................................................................................10
Financial resources................................................................................................................................11
Plan implementation..............................................................................................................................12
Marketing control..................................................................................................................................12
References.................................................................................................................................................13

1. Introduction
Marketing plan is considered as framework of marketing strategies in order to attain future
goal like based on month, quarter and year. The respective plan generally includes several
elements such as overview of the business, marketing as well as advertisement goal, evaluation
strategy, SMART objective and so on (Deffner and et.al., 2020). By developing effective
marketing plan a company would be able to conduct their work in effective manner which leads
to attainment of desire target as well as aim successfully at the potential marketplace.
Organization selected for this report is Tint World Automotive Styling Centre which is one of
the leading and growing suppliers of residential, commercial window tinting and automotive.
Respective company is a global window tinting franchises which mainly provide high quality
solar window film as well as paint protection film together with installation facility for the
automotive at the United State and Canada.
Now since the master franchise brand at Riyadh,
Saudi Arabia was opened as was planned for many years. The Tint World of United State has
very strong online presence (Deffner and et.al., 2020), they mainly adopt digital marketing in
order to conduct awareness related to brand, new products and services as well as it is also
considered as main channel used for communicating with customers. It is also determined that
respective company need to conduct digital marketing for the Saudi Master Franchise Branch as
it was seen that mother company’s marketing strategy at United State not worked in the new
market which is a challenge for the company as they need to develop a new strategy and plan for
marketing at Saudi. For respective aim Tint World need to conduct several analysis
environments analyses of both internal as well as external. Moreover, they also need to
determine proposed strategy for the development of effective marketing plan. In order for this
they adopt numbers of models as well as theories such as PESTEL, SWOT and it also include
analysis of respective company vision as well as mission.

2. Environmental Analysis
It is essential for Tint World to analyses and evaluate the business environment as it will support
in better decision making process. There are different internal and external factors which lead to
have direct impact on business operations as well as decision making of respective company
(Donthu, Kumar and Pandey, 2020). Analysis of macro and micro environment is mention
below in context of Tint World.
2.1. Macro trend environment analysis
There are several elements which will lead to have significant impact on respective organization
as well as affect the decision making process. Macro trend environment includes those factors
which can not be controlled by Tint World company and its will directly or indirectly influence
performance of company. In order to analyses macro environment of Tint World organization
PESTEL analysis framework has been considered.
PESTEL Analysis
This is effective business tool which will significantly help respective company to analyses
various important external factors. PESTEL analysis in respect to Tint World is mention below.
Factor Possibility Risk
Political factor High risk Political and government of
Saudi Arabia has developed
strong and very strict policies
for organization. It will be
very difficult for Tint World
to carry out business
operations effectively.
Economical factor High risk Due to current scenario of
COVID 19 issues economy
has been decreasing. Saudi
Arabia country has increase in
unemployement rates which

will directly impact on
performance and profitability
of respective company in new
market area.
Social factor Moderate risk Tint World organization is
considering the requirements
and need of society or
customers of Saudi Arabia
which will lead to reduce the
risk. This will help company is
developing strong relationship
with customers of this market
area as well as enhance
business performance.
Technological factor Low risk There are different new and
advance technology which is
consider by Tint World
company to perform business
task as well as developing
high quality products and
services. Innovative
technology lead to reduces the
risk for respective company.
Environmental factor No risk Tint World company is
consider the environmental
factors and all issues while
conducting business activities.
This organization is focusing
on sustainable development by
offering its products and
services to Saudi Arabia.

Legal factor High risk Saudi Arabia have very strict
employment act or legislation
which needs to be followed by
company in order to
successfully performing
business task. If Tint World is
not able to follow all rule then
this organization have to deal
with major loss.
2.2. Micro trend environmental analysis
Industry Analysis
Five Force Model
Threat of
new entry
The threat company faced due to new entry in the specific market. In respect to Tint World
they have moderate threat of new entry because in United State their market presence is
strong which is considered strength for them. On the other hand, they are newly launched at
Saudi market; hence they may face issues related to new entry (Donthu, Kumarand Pandey,
2020).
Threat of
substitute
The threat for the substitute product is related to the availability of same products/services at
the same marketplace (Giovannoni, 2020). In respective of this threat is moderate because at
the United State their business is well established and there are minimum companies who
offer similar quality products. However, they are introducing products in Saudi where already
other companies are operating, the threat may appear from brands alike which provide same
qualities. It shows they have moderate threat.
Bargaining
power of
customers
It is considered as factor which shows power of consumers in a specific market or industry. In
respect of respective company, the bargaining power of customers is low because this firm
offers quality products and facilities at the reasonable prices which are comparatively better
than other firms. Multiple options that fit different buyer budget is also available.
Bargaining
power of
This factor shows the power of supplier at the marketplace. In respect of Tint World, the
bargaining power of suppliers is low because respective company develops as well as designs

suppliers
their products by their own. On the other hand, the few products which they supply from
supplier they get at proper prices because respective company maintains effective relation
with suppliers or providers utilizing it franchising system to supply in volumes.
Competitive
revelry
This factor shows the numbers of competitive firms of a specific industry which impact on a
company business. In respect of respective company competitive revelry is high because they
faced competition from both United State brands which already operating in Saudi long
before Tint World open, as local stores which provides low quality products and services at
cheaper prices. Main disadvantage is the customer not being able to judge the film quality as
it is very difficult to an average user to read and understand films specifications (Giovannoni,
2020).
2.3. Customer Analysis
2.3.1. Segmentation
segmentation is a specific group of people on which a company is focusing to develop
their products and services for that specific group in order to fulfill their needs, demand and
expectations (Shilbury and et.al., 2020). In respect of Tint World their targeted customers are
those audiences who want to learn more about automotive aftermarket services and accessories,
as well as who love to have innovative products and services related on automotive.
Segment Customer type and related Products
New Vehicles
ownership
A new car buyer would like to protect his newly purchased car, it is common that
customers with new cars installs window tinting films to protect interior instruments and
furniture, they may also install Paint protection films/wax to protect paint from weather
and tiny scratches.
Used Sedan still
under warranty
Customers who uses their cars on daily bases and would like to keep their cars looks like
new, however they avoid breaching the warranty of their cars. Potentially they keep
cleaning and polishing their cars without adding aftermarket equipment.

Transportation
Cars
Taxis, School bus, and family cars they got dirt, usually some school and businesses
force regulations for transportation cars to add window tinting films, auto detailing on
regular bases to keep vehicles clean and protected from sun harmful ultraviolet
radiation.
Commercial
Fleet
Factories, hospitals, and other business that operates fleets would like to advertise their
brands of the vehicles. Tint World offer vehicle wrapping service to add printed brands
on the body of the vehicle.
Residential
apartments
This is an outdoor service where Tint World technicians visits residential apartments to
install window films for customers would like to add another layer of ultraviolet
radiation protection to their skin and home furniture.
Commercial
Buildings
The respective company is planning to cut the energy expenses as well as they are also
planning to develop window films which help in reducing electricity bill by enhancing
the effectiveness of the air conditioner by minimizing heat generated through the sun
(Giovannoni, 2020). For this respective company hire experts and professional who help
in conducting work related to the objective.
2.3.2. Internal environment capability analysis
McKinsey 7S Framework
Resource Resource at Tint World
Strategy
The strategy of Tint World Saudi is to increase Brand Awareness, area coverage by
adding new potential franchisee for different Saudi cities, and sales at the Saudi market
by attracting more customers to increase revenue. In order to this they are planning to
adopt effective marketing strategy.
Structure
The Structure at Tint World United States Head quarter is well established, it was
originally constructed to be divisional and its serving franchisees all over USA and
Canada. Tint World Saudi supposed to do the same, however, overhead will be very high
at the beginning hence, current structure is functional and it is limited to
Sales&Marketing, and Operation&Purchasing reporting to Saudi Country Manager.
System Currently Tint world Saudi uses the same system used by the Tint World HQ, it has
powerful Sales system which manages the sales invoicing, customer database an

products supplies, however, hence the objective is to build a marketing plan, a marketing
system for online advertisement needs to be developed.
Style Tint World will adopt effective digital technology style as that will help in attract more
and more audiences towards the products at Saudi marketplace.
Staff
The employees of respective company are highly skilled, knowledgeable and
experienced which help them in adopting new technology for establishing business in the
Saudi marketplace. Sales team are well trained to be customer centric empowered by
strong communication skills. Technicians has got their training by Tint World HQ as part
of the franchising program and certified to do high quality services.
Skills
Tint world is working based on standard processes and systematic workflow, hence
internal operation is well organized. However, in order to implement successful
marketing plan a qualified marketing resource need to be hired, or current skill need to
be improved.
Shared Value Product quality, highly committed staff to provide best in class services, tasks ownership
and trust is the single language between all stake holders (Shilbury and et.al., 2020).
Barney’s VRIN Framework
Resources Valuable Rare Inimitable Non-
substitutability
Competitive
advantage
Performance
Range of
products
Yes - - - Disadvantage Below
normal
Brand
awareness
Yes Yes - - Sustained
advantage
Above
normal
Experience
and
knowledge
Yes Yes Yes - Sustained
advantage
Above
normal
Technolog
y
Yes Yes Yes Yes Sustained
advantage
Above
normal

Valuable – This factor show the valuable factors of a company that help in attaining desire goal
successfully. In respect of Tint World their valuable resources are range of products, brand
awareness, experience and knowledge of staffs and technology as through that they able to gain
competitive advantage in the potential marketplace.
Rare – It is considered as resources which are rare in the market which means no other company
has same resources. In respect of respective company their rare resources are brand awareness,
experienced and knowledge of staffs and technology which they use (Yaghin, 2020). But their
few resources is not rare i.e. range of products because their competitive company offer similar
kind of products range.
Inimitable – It is considered as resources which are not copied by other competitive company for
any kind of benefits. Respective company inimitable resources are experiences and knowledge of
staffs as well as technology which they adopt. But there are some resources which can be imitate
by competitive firm after some efforts such as range of products as well as brand awareness
practices.
Non-substitutability – It is considered as resources which have not functional substitutes. In
respect of respective company their functional non substitutes is technology because Tint World
adopt advance technology for their products as well as they also conduct high research and
development activities which help in determine best technology which substitutes are not
available. On the other hand it has some substitutable products such as brand awareness, range of
products and experience and knowledge of employees.
PROPOSED STRATEGY
It is crucial for developing and creating effective marketing strategies in order to
successfully carry out activities in Saudi Arabia. Strategies will help in providing complete
guidance and support to Tint World company.
Objective
SMART objective for Tint World company is to increase sales of its products and
services in Saudi Arabia market for enhancing profit by 25 %.

Strategy
Tint World company needs to build an effective strategy that will help in performing
marketing activities in more creative manner (Da Silva and Mazzon, 2016). Strategy of
respective company will provide guidance to respective organization for capturing market area as
well as increase overall profits of business. For developing strong and accurate marketing
strategies Tint World needs to analyses its strength and weakness.
SWOT analysis
This is useful business tool that will help Tint World to identifying its internal
capabilities as well as areas in which organization is lacking. SWOT analysis stands for strength,
weakness, opportunities and threats.
Strength Weakness
This company is developing high quality
products and services which is as per the
needs of customers. Tint World company
employees are its major strength as they are
effectively conducting business task in order to
attain goals of organization. Tint World have
strong online presence through utilization of
US website. It is successfully conducting local
digital marketing through Facebook or Twitter.
Tint World company current website is not
supporting in Arabic market area and it will
lead to have direct impact on performance of
organization. There is not YouTube channel
created to local market area in order to create
awareness about products and services.
Opportunity Threat
This company have various opportunity that
will support in increasing sales and profits of
organization. It is essential for Tint World
company to use SME as it will help in
increasing the visits to respective company
website. This organization can use new and
innovative approach for promoting its products
as well as increasing sales.
This company is performing business practices
in highly competitive environment. Bad
feedback on digital market area which lead to
have major impact on reputation of business.

Tactics and action
Once the strategies of organization is develop it is important to develop tactics and action
plan for successfully performing business activities. Tint World company needs to evaluate
marking mix model as it will help in identifying most effective tactics and action plan.
Marketing mix
Marketing mix Strategy
Product This organization is offering different types of automotive
styling products. Tint World is specialized company for auto
window tinting, auto security as well as other styling
accessories. Respective company is offering these products
to new market area
Price Respective company is considering the cost of
manufacturing products while selling its products and
services to potential customers.
Place This company have plan to offer its current products and
services to Riyadh, Saudi Arabia market area. This
organization use digital marketing approach for offering its
products to potential customers.
Promotion Tint World company is using modern and digital tools and
technology for promoting its products and services. This is
cost effective promotional approach that will help in
enhancing awareness about company product.
People Respective company have highly skilled employees that are
using full skills and potential to successfully conduct
business task and attain goals.
Process Process of Tint World company includes collecting raw
material from different supplies and developing products in
order to sale it to potential customers.
Physical evidence Official website of Tint World company is consider as its
major physical evidence.

Financial resources
Tint World company will required financial resources and money in order to successfully
conduct business task (De Pelsmacker, Van Tilburg and Holthof, 2018). This organization is
planning of offer its current products in Saudi Arabia and for effectively conducting this
practices respective company needs to create marking budget that will includes the amount
which will be necessary for correctly carrying out business operations.
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial amount 3000 7500 11500 15660 15540
Investing 8500 9000 20000 28000 13500
TOTAL 11500 16500 31500 18460 29040
MARKETING OUTLAY
Promotion 5000 2850 3050 3560 3000
Sales advertisements 2000 1800 3000 1500 1100
Direct selling 3500 1600 4500 2500 4600
TOTAL 10500 6250 10550 7560 8700

Plan implementation
Once strategies are developed as per the objective of company and tactics or action plan
has been determined respective company needs to successfully implement the plan for attaining
objective. Tint World company is considering push strategy in order to influence customers and
increase the sales of products. This company is using different communication mix tool to
attract customer towards respective company or enhancing awareness about products or services.
For implementing plan Tint World consider press release, Fackbook, Twitter and exhibitions
twice a year to attract potential customers.
Marketing control
This is the last step of SOSTAC model for marking plan and in this step Tint World
company needs to analyses the controlling measures that needs to be taken by company for
determining overall performance in potential market area (Han, Wu and Huang, 2019). In order
to controlling marketing practices and analyzing weather respective company is able to meet
with objective or not sales analysis technique and feedback form customers will be determined.
Sales analysis will help in identifying the increase in sales. Customer feedback will help in
determining overall response of customers about company products.

References
Books and Journals
Deffner, A. and et.al., 2020. City marketing and planning in two Greek cities: plurality or
constraints?. European Planning Studies, pp.1-22.
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Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. com.
Shilbury, D. and et.al., 2020. Strategic sport marketing. Routledge.
Yaghin, R.G., 2020. Enhancing supply chain production-marketing planning with geometric
multivariate demand function (a case study of textile industry). Computers & Industrial
Engineering. 140. p.106220.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Han, Y., Qu, S., Wu, Z. and Huang, R., 2019. Robust consensus models based on minimum cost
with an application to marketing plan. Journal of Intelligent & Fuzzy Systems, 37(4),
pp.5655-5668.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Da Silva, E.C. and Mazzon, J.A., 2016. Developing social marketing plan for health
promotion. International Journal of Public Administration, 39(8), pp.577-586.