Marketing Control and the Pagani Huayra

This assignment delves into the concept of marketing control by examining its application to the luxury sports car manufacturer Pagani and their flagship model, the Huayra. It outlines the key elements of marketing control, such as market share analysis, sales volume tracking, and stock rotation, emphasizing the importance of setting tolerance levels and comparing actual performance against planned values. The assignment further discusses various types of marketing control, including annual plan control, profitability control, and efficiency-based control, illustrating how these principles are implemented in the automotive industry.

RUNNING HEAD: BUSINESS PLAN 1
BUSINESS PLAN
Student Name
Institute Name

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Contents
Introduction................................................................................................................................3
Steps in writing the marketing plan...........................................................................................3
SWOT and competition analysis................................................................................................4
Mission.......................................................................................................................................6
Set three marketing objectives and three financial objectives achievable with in the first six
month of product launch............................................................................................................6
Formulate a detailed marketing mix strategy and place emphasis on a digital marketing
communication plan...................................................................................................................7
Present action program designed to achieve the marketing and financial objectives................9
Discuss the implementation and control of the marketing plan.................................................9
Conclusion................................................................................................................................10
Reference..................................................................................................................................11

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Introduction
The report will discuss in detail about the business plan of a super luxury car called as Pagani
Huayra. The car is an Italian automobile and is a mid-engine sports car manufactured by the
company called Pagani. The company has seen a lot of success in its past offering called with
a name of Zonda and the base price for this product was €850,000. The name was after
Huayara-tata which also means a Quenchua wind god. This car got begged the position of
Hyper-car of the year in 2012 in magazines like Top Gear and received a lot of appreciation
when it was tested by Richard Hammond on the show Top Gear (HINTERMANN, 2017).
The care also beat all the fastest road car records on Top Gear Test Track by setting a record
of 1:13.8.
Steps in writing the marketing plan
Following are the step required in a marketing plan:
1. Situation analysis: this is first step of marketing plan where an overview of the
situation existing in today’s time will be evaluated and it will set important
benchmark as the company will adapt and further refine the plan in near future.
2. Target audience: this step will describe the target audience. Like for examples, in the
report the target audience are high income group people and industrialists who can
afford the car (Mulleví Pelfort, 2016).
3. Goals: this step will set the company’s marketing goal for the next fiscal year. The
important thing is to set the goal as realistic and measurable as possible that can be
easily evaluated.
4. Tactics and strategies: this phase will establish the plan and it is important to take a lot
of space in this section to provide an overview on marketing strategies and list of
every corresponding tactics that will be employed to implement them.

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5. Breakdown of budget: the last step is to plan a brief breakdown of the overall cost
related with each of the tactics. The plan is to show at three trade shows every year
and consist of the cost that can participate in the shows.
SWOT and competition analysis
Following is SWOT analysis of Pagani Huayra: -
Strength
1. The model is a mix of sporty-ness and luxury combined which generally cannot be
seen in any other kind of product.
2. Strong market position as well as brand equity
3. It is a very expensive product and come with limited availability which add
uniqueness in the brand and brand value as it is taken as status symbol (Mulleví
Pelfort, 2016).
Weakness
1. Pagani Huayra has limited or no presence in emerging economies where the number
of rich people are rising.
2. Since it comes under limited manufacturing which means that it can miss out of
possible customers.
Opportunities
1. Pagani Huayra can carry the heritage as well as design and make it more
environmental friendly automobile with electric or hybrid kinds of transmission.
2. It is important to form a strategy that targets all affluent class from all possible
emerging economies (Ricca & Robins, 2012).

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3. The company can also become a part of premium events by sponsoring it and increase
the visibility of the brand.
Threats
1. People these days mainly preferring some environmental friendly cars and it can
create problems for Pagani Huayra.
2. There is also increase in price of the fuel and government regulations are getting
stricter.
3. There is rise in awareness as well as penetration in competing with many premium
brands.
Competition analysis
Maybach Exelero
The car was built in 2004 and known as a high-performance sports car. It was associated with
DaimlerChrysler but later they separated. The car contains seven hundred horse power with a
twin turbo engine. The engine was specifically designed by Maybach-Motoebau Gmbh
(Ricca & Robins, 2012).
Lamborghini Veneno
The price of this car is $4.5 million. As per the reports, the car looks venomous and amazing.
The vehicle come under very fast car with 6.5 litre and V12 engine that provides seven
hundred and forty horsepower with five hundred and seven-pound feet torque.
W Motors Lykan Hypersport
The car is worth $3.4 million and the car also starred in the movie Fast and Furious 7. It was
styled with jewellery encrusted headlights and have scissor like doors. The car is built on 3.7

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litre with twin turbo that provides seven hundred and seventy horsepower with seven hundred
and eight pounds of torque (Jafari, 2014).
Limited Edition Bugatti Veyron by Mansory Vivere
The car is worth $3.4 million and has German machine wizardry. The car was introduced to
mainly dominate the road and has 1200 horsepower capacity and could run with 254 miles
per hour.
Mission
The aim of Pagani Huayra is establish as one of the greatest brand in automobile with great
appeal worldwide. Th mission statement says that the company desires to become most
successful in premium car category. At the same time, the company wants to reach the top of
the list that will offer great amount of solace to come up with new and most innovative kind
of product (Jafari, 2014).
Set three marketing objectives and three financial objectives achievable with in the first
six month of product launch
Marketing objective
Following are three marketing objectives:
1. To increase the sales worldwide.
2. To become number one in the competition
3. To make the position stronger by the end of 2017 by reaching more and more affluent
people.
Financial objective

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1. The company is planning to generate maximum revenue via advertising and tactics to
increase visibility among target audience. The revenue goal for the company is to
generate $25 million in sales during first six months of the launch.
2. The cost will be tracked on every step and right methods will be adopted to control
the wastage so that Pagani Huayra can become more price competitive in marketplace
(Bohnsack et al, 2014).
3. Profit: the profit projection is most important part of the revenue projection and the
profit will be monitored along with revenue. Maximum profit means high number of
sales and the company aims to do exactly that.
Formulate a detailed marketing mix strategy and place emphasis on a digital marketing
communication plan
Marketing mix
Product
The Pagani Huayra was the one of the fastest car on the test track of Top Gear. The care beat
the past record of 1:15:1 which was set by the car called Ariel Atom V8 in the year 2011. The
car is among the hyper-cars and shares the space with cars like Aston Martin Vulcan, Bugatti
Veyron 16.4 Super Sport, Pagani Zonda F and many other. The car is also unofficially much
faster than the Le Ferrari. But in 2016, Pagani Huayra was beaten by McLaren 675LT (Ruff,
2015).
Place
Pagani Huayra was officially came out with many pictures through a press release in 2011
and the official debut was at Geneva Auto Salon in the year 2011. The car also featured in the
exclusive range of video rights for Pagani Huayra in 2011. It was exclusively part of Need for

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Speed in 2011. The car also become the part of Jalopnik in January edition for Forza
Motorsports 4 along with other vehicles like Ford Pinto and many other.
Promotion
The company is promoting itself with as a part of specific quality from them and are willing
to pay extra for it. The company is also expected to provide some exclusivity since the car
must not be part of the masses (Kolk & Tsang, 2017). Therefore, advertisement on TV are
sleek and are part of high quality than other car advertisement where viewers are asked to
apply the logic of the products. The advertisement will aim on the look, engine and the
technology used by the car.
Price
The car is obviously part of very high-priced product and has top of the mind positioning.
Therefore, it is premium priced car. The car does not aim to possess by everyone as they are
highly expensive as compared to other automobile and the image and technology.
Digital communication plan
The digital communication these days is the most powerful kind of medium primarily used to
communicate with the consumers. The emergence of social network, Pagani Huayra can try
to create a sturdy base on all platforms like Facebook, Twitter, YouTube and Instagram. To
gain large audience on enable the company to advertise Pagani Huayra and try to gain appeal
of affluent people across the world. Imagery plays a key characteristic of marketing
specifically with the help of Instagram and Pin interest. Being a luxury car, Pagani Huayra
associate with wealth and in turn with designer cloths which gives the brans a certain degree
of exclusive features (Hanelt et al, 2015). Such factors make the brand highly desirable,
specifically when the celebrities promote the brand.

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Present action program designed to achieve the marketing and financial objectives
Following is the action plan:
1. Know the clients: the company will have to take effort in knowing customer who are
also ideal customers.
2. Document the customer thinking and behaviour: particularly, the company must about
the reason customers decide to buy which becomes the key reason for making the
sales. If the path they think will be followed, one can easily replace the product right
in front of them while taking decision (Nunes et al, 2016).
3. Creation of unique position strategy: what can be heard in today’s market is the
simple message and it is important to recognize the biggest issue in the marketplace
and then tell people how to deal with the issue and communicate in less time.
4. Action: it is important to act at right time and affirmations, meditation and
visualization all work at one place when action is added in formula (Nunes et al,
2016).
Discuss the implementation and control of the marketing plan
Control process in marketing plan
Marketing plan must include following steps:
1. Establishment of values of indicators which can be the subject of right observation as
well as calculation. It consists of market share, sales volume and rotation of stocks.
2. Deciding the level of tolerance in different ranges from planned set of values
3. Measurement of the values based on set indicators.
4. Comparing the planned values with actual values, to decide deviations and provide
explanation associated with the cause or reason (Donnelly et al, 2017).

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5. Formulating of the proposals to remove any kind of detected deviation or change of
set of values associated with various indicators.
Kind of controls in implementing the business plan
The important kind of marketing control are discussed below:
1. Control of annual plan: this level is performed by middle level management with
analysis of sales, market share and financial indicators and many more.
2. Profitability control: this activity is performed by marketing controller and covers
profitability of the product, customer segments and many more (Donnelly et al, 2017).
3. Efficiency based control: it is performed by many marketing executives, as well as
line manager and Human resource department.
Conclusion
Pagani Huayra is among the most powerful cars however, the primary differences is in the
detail and anything that can be made lighter has been but not at the cost of performance and
the kind of performance (Donnelly et al, 2017).

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Reference
Bohnsack, R., Pinkse, J., & Kolk, A. (2014). Business models for sustainable technologies:
Exploring business model evolution in the case of electric vehicles. Research
Policy, 43(2), 284-300.
Donnelly, T., Begley, J., & Collis, C. (2017). The West Midlands automotive industry: the
road downhill. Business History, 59(1), 56-74.
Hanelt, A., Piccinini, E., Gregory, R. W., Hildebrandt, B., & Kolbe, L. M. (2015). Digital
Transformation of Primarily Physical Industries-Exploring the Impact of Digital
Trends on Business Models of Automobile Manufacturers.
In Wirtschaftsinformatik (pp. 1313-1327).
HINTERMANN, L. (2017). Pagani Huayra BC: the gearbox validation process.
Jafari, H. (2014). Investigation on epoxy resin yielding under pure hydrostatic stresses and a
novel method to reduce microcracking(Doctoral dissertation, University of New
Hampshire).
Kolk, A., & Tsang, S. (2017). Co-evolution in relation to small cars and sustainability in
China: Interactions between central and local governments, and with
business. Business & Society, 56(4), 576-616.
Mulleví Pelfort, D. (2016). Disseny i implementació d’un sistema de control d’un
aleró (Bachelor's thesis, Universitat Politècnica de Catalunya).
Nunes, B., Bennett, D., & Shaw, D. (2016). Green operations strategy of a luxury car
manufacturer. Technology Analysis & Strategic Management, 28(1), 24-39.
Ricca, M., & Robins, R. (2012). Meta-luxury: Brands and the Culture of Excellence.
Springer.

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Ruff, F. (2015). The advanced role of corporate foresight in innovation and strategic
management—Reflections on practical experiences from the automotive
industry. Technological Forecasting and Social Change, 101, 37-48.