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Corporate Social Responsibility - Sample Assignment

   

Added on  2021-06-15

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Table of Contents....................................................................................................................................................1Executive Summary.................................................................................................................3Situational Analysis..................................................................................................................4Strength............................................................................................................................................4Weaknesses......................................................................................................................................4Opportunity.....................................................................................................................................5Threats.............................................................................................................................................5Competitors Analyzing............................................................................................................5IMC Objectives........................................................................................................................61. Implemented Corporate Social Responsibility (CSR)..............................................................62. Generate Brand Awareness........................................................................................................63. Concentrate on Promotions and Advertisement.......................................................................6Segmentation, Targeting, and Positioning.............................................................................6Unique Selling Point........................................................................................................................7Creative Strategy and Justification........................................................................................8IMC Tools...............................................................................................................................101. Advertising.................................................................................................................................102. Internet or Interactive Marketing............................................................................................103. Sales Promotion.........................................................................................................................114. Exhibitions and Trade Shows...................................................................................................11Media Schedule and Budgeting............................................................................................11Evaluation and Control.........................................................................................................12References...............................................................................................................................14
Corporate Social Responsibility - Sample Assignment_1
Executive SummaryThe following report will go into all of certain plans and responsibilities as a ProtonSenior Manager of Marketing and Sales in Malaysia. The report will provide information onhow to market the Proton X50 in Malaysia, as well as a strategy that will be implemented, aswell as methods for dealing with the situation. Moreover, the report will go through thesituational analysis of the Proton X50, IMC objectives, segmentation, targeting, andpositioning, innovative approach, IMC methods, media schedule and budgeting, andassessment and control.2
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Situational AnalysisStrengthWeaknesses 1. Proton is a Malaysian nationalautomobile manufacturer that is supportedby the Malaysian Government.2. The price that Proton offers on itsproducts is very competitive.1. Bad reputation for producing low-qualitycars.2. Proton brand recall and market share aresignificantly lower when compared toglobal leaders.Opportunity Threats1. Advantages from the joint venture withthe international companies.2. Research and Development that can becreated.1. The automobile manufacturers areexperiencing lower sales as a result of themacro-economic situation.2. The competitors within the industry.StrengthProton strength point is that the company supported by Malaysian national automotivecompany that has been required by the government to provide financial support for researchand development since its inception [ CITATION Azh20 \l 1033 ]. Every Proton car is tax-free since it is manufactured locally in Malaysia and subsidized by the government. As aresult, the majority of Proton is significantly less expensive than the competition[ CITATION Han20 \l 1033 ].WeaknessesProton’s apparent flaw is that they have a bad reputation for producing low-qualitycars, which has been a problem for Proton for a long time [ CITATION Ame20 \l 1033 ].This occurred as a result of the low-quality materials used to create their products to3
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minimize manufacturing costs [ CITATION Dan19 \l 1033 ]. Proton has been struggling tocompete with other international brands due to a lack of brand awareness and a market sharethat is considerably lower than the competition. This occurred as a result of Proton’s limitedadvertisement in the overseas countries, as well as its lack of emphasis and connections togrow any further.OpportunityProton and China’s Zhejiang Geely Holdings Group Co Ltd have formed a jointventure [ CITATION Azh20 \l 1033 ]. Proton’s joint venture has the ability to realize the fullpotential of its development strategy. Furthermore, Proton may be able to penetrate theChinese market as a result of the relationship between the two firms. As a result of theiragreement, Proton will be able to use Geely’s technologies and R&D facilities. Proton will beable to maximize and boost the company’s growth steadily with the aid of Geely’stechnology and R&D facilities, along with the output that needs to be improved and theproduction benchmark.ThreatsProton’s main threatsare multinational automakers such as Honda and Toyota, ratherthan domestic rivals [ CITATION DKa19 \l 1033 ]. As opposed to Proton, Toyota and Hondaoffer superior products, customer service, and brand awareness [ CITATION DKa19 \l1033 ]. It’s the fact that both Honda and Toyota are more well-known in the global marketand greatly outnumber Proton in terms of success. It is a significant challenge to Protonbecause if the company does not strive to match Toyota and Honda’s quality and services, itwill lose its domestic market competitive edge. Moreover, the low sales, which are occurringas a consequence of the macroeconomic situation, are also considered a danger to Proton, asthey would result in low demand in the global market, resulting in low sales [ CITATIONMBA20 \l 1033 ].Competitors AnalyzingProton's major competitors are Honda and Toyota, all of which have advanced furtherin technology, research, and development, brand awareness than Proton [ CITATION DKa194
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