Marketing Plan for Car Broker

Part C: Develop a marketing plan
Introduction:
The aim of the report is to carry out a detailed analysis of the marketing plan of Car
Broker. The mission, vision and objectives of the company will be set and based on
that, the marketing plan will be developed that would help the company to reach
out to its goals.
Executive summary:
With the detailed analysis it is expected that the company will perform well in the
market. Targeting the correct group of people and taking feedback from them is the
ultimate means of improving the existing business.
Background:
Vision To be the most successful car brokerage company in
Australia. Our vision represents the long-term direction
of the company, we strive to meet our customers’
needs and we are driven by success.
Mission The Car Broker aims to provide the best deal for our
customers while reaching an exceptional standard of
service.
We are able to achieve this because of our
knowledgeable staff tapping into our dealer network.
In order to find the customer, the best deal we tender
out to all dealers to meet our customer’s needs.
Values It is very crucial for our customers to trust us and thus,
making our business trustworthy. Our business is
customer centric and survives due to Customers; in
saying that all our brokers make sure that our
customers’ service levels are kept unto standard. Our
business is driven to provide knowledgeable
information and sufficient help to the customers,
maintaining great customer relationship.
Business values are the core principles, standards or
behaviours that guide the way the organisation does
business. Think about the types of words that you
would use to describe the company and how those
words can translate into core values for staff. E.g.
 Driven
 Trustworthy
 Knowledgeable
 Customer-centric

Organisational
structure
The organisation follows a hierarchical structure
with departmental division where each head would
be responsible for each operational activity as
employees are grouped by skill set.
Strategic Goals  To create a strong brand position in the market
 To build customer awareness of our services
 To deliver an exceptional standard of service for our
customers
 To build our dealer network
Product The product here is the cars of the customers and this
company will help them to get better returns on
brokering their cars. A good product can be marketed
without any effort when it has the ability to meet the
customer demands that is why when marketing a
product, it must be unique and should be differentiated
from what the rivals are offering in terms of features,
warranties, services, designing of the product. C.R
company offers a vast range of products which meets
the demands of the customers. They even provide
after sale services which includes providing a specialist
technician and replacing the defective parts. They also
provide financing with a very minimum rate so that
everyone can afford it.
These product decisions are guided and align with C.R.
Brokers organisational vision of providing an

exceptional standard of service.
Price The price of the product in C.R company depends upon
what does the customer wants and what are the things
they want to include in their product.
The basic price increases with the modification or the
additional services which customers want. This helps
the customer by giving them choice and flexibility in
how they want their product.
The price of product ranges from $19,990 to a more
premium price of $60,000 depending upon the product,
but the main point is that we sell the top-quality
products. The vision of the company is to provide the
best return and create a trustworthy relationship with
the customers.
These price decisions are guided and align with C.R.
Brokers organisational vision of deliver the best deal
possible to our customers.
Place Distribution or place is a very crucial element of the
marketing mix as the main thing that must be
addressed is how we reach the consumers. C.R
company promotes its products through dealerships
across Australia. The internet has also opened a major
channel for the consumers to inspect and enquire
about the vehicle without leaving their place. As a part
of the company’s goal, creating awareness of the
service and building better relationship with the
customers is the primary goal of creating a strong
brand position in the market.
These place decisions are guided and align with C.R.
Brokers strategic goal of creating a strong brand
position in the market.
Promotion C.R company uses various methods when it comes to
promotion, advertising through television, radio,
internet, newspapers, billboards, yellow pages, flyers,
brochures and word of mouth. They keep reiterating
that they are a car company that provide quality,
durability, reliability, innovation, safety, and
sustainability. Selecting the right medium of
advertisement to reach out to the correct target group
is what requires. Advertisement through social media
sites could be of much fruitful in this case to target the
specific group of people.
These promotion decisions are guided and align with
C.R. Brokers strategic goal of building customer

awareness of the company’s services.
Marketing environmental analysis:
Internal forces  Limited global scope of production network
 Higher costs compared to competitors
 Slow innovation processes
The internal forces that affect the business of a
company include the target group of people,
customers and internal employees along with the
financers, investors and others who are involved in
the financial matter of the company.
Customers: It is important to hold the existing
customers by building a trustworthy relationship by
providing them the best service. At the same time,
acquiring new customers is another important
perspective of business to let the business keep
growing.
Employees: The employees can help to build a
better reputation of the company because they are
the ones who communicate directly with the
customers. Employees must be treated well and
work culture should be customer friendly.
Investors: Any individual, group or another
organisation investing on the company will add
value to the mission of the company. They are the
ones who would help in case of any crisis situation.
External forces  Global expansion through market penetration
 Growth through product development
 Cost reduction through strategic supply chain
management
Political factor: The car industry in Australia and New
Zealand has seen a different booming situation and
thus, people are easily buying and owning cars. At
the same time car brokering business has also in
seen a boom in business for the similar reason.
Economic factor: Even at times of recession,
Australian economy is at a stable position with good
per capita income. People can easily afford new cars
and are brokering their old cars simultaneously.
Socio-economic factor: Keeping a car is a necessity