Marketing Essentials Report: Automotive Sector Marketing Analysis

This report, focused on marketing essentials, analyzes the marketing strategies of Proton Auto, a Malaysian car manufacturer. It begins with an introduction to marketing concepts, current and future trends, and an overview of the marketing process, including understanding customer needs, designing strategies, and building relationships. The report details the roles and responsibilities of a marketing manager, including brand image management, promotional strategies, market research, and social media management. It examines the interrelation of marketing with other departments like research and development, finance, and human resources. The value and importance of marketing within the company context are also discussed. Part B of the report provides a comparison of marketing mix techniques used by Proton Auto and Toyota in the automotive sector, evaluating aspects such as product, price, place, promotion, people, process, and physical distribution. Finally, the report designates and evaluates a marketing plan for Proton Auto, outlining future marketing strategies to achieve company objectives in the automotive market. This detailed analysis provides a comprehensive view of marketing practices in the automotive industry.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Introduction to the concept of marketing, in respect of current and future trends..................3
2. Overview of different marketing process................................................................................4
3. Roles and responsibilities of marketing manager ..................................................................4
4. The way marketing influence and interrelate with other functional departments of company
.....................................................................................................................................................5
5. Value and importance of marketing role in context of company...........................................6
6. Conclusion..............................................................................................................................6
PART-B...........................................................................................................................................6
1. Comparison between marketing mix techniques used by companies in automotive sector...6
2. Designation and evaluation of marketing plan for achievement of company objectives.......9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is function which is undertaken by company in order to promote its products
and services to range of individuals that are living in society. The manager perform several roles
and responsibilities in order to attract range of customer's in the firm so that company can enjoy
high profitability and market share. This report is about Proton auto manufacturing is an first
Malaysian car manufacturing company started its operation in 1983. The company has various
model of cars that helps in meeting customer's expectancy in automobile sector of United
Kingdom. It has highlighted crucial information related to roles and responsibilities of
marketing, its interrelationships with other departments. Moreover, contained comparison
between two companies in terms of marketing mix techniques used to influence maximum
customers in the firm. At last produce detailed and evidences based marketing plan in order to
achieve corporate goals of the company in automobile sector.
MAIN BODY
PART-1
1. Introduction to the concept of marketing, in respect of current and future trends
Marketing is significant process that helps in generating awareness among large number
of individual thereby increasing overall sales volume and market share of organization. Proton
auto marketing manager has put its best efforts to inform customer's about its products and
services so that they can take right decision to purchase the same for satisfaction of their
respective requirements (Finne and Grönroos, 2017). There are various current and future trends
impact marketing of company which can be illustrated as follows:
More personalized services: recently most of the customer's are demanding more customized or
personalized services in order to satisfied their wants. Marketing manager of Proton auto has
focused on providing more personalized services to people so that they are motivated to select it
rather than other competitors in market. Customer's are provided services as per their respective
preferences, needs and interest that helps company in enjoying higher profitability and market
share.
Digital technologies: With development in technologies, there are many companies in
automotive sectors that are making use of digital or social media platform in order to generate
awareness among people. Thus, proton auto manufacturing marketing manager has planned to

make use of social media, email and content marketing to inform customer's about its services as
well as products (Wroblewski, 2017).
2. Overview of different marketing process
There are different marketing process that are used by manager of Proton auto to enhance
company sales volume and market share by inducing maximum number of customer's in the
organization. Various marketing process can be illustrated as follows:
Understanding of customer's wants: First steps performed by Proton auto manager is
understanding needs and wants of customer's thereby find alternative method about the way they
can be fulfilled.
Designing of marketing strategy: After identification of customer's wants, manager designing
various strategies to influences customer's such as sales promotion techniques, channel to be
used to inform people (Di Gregorio and et.al., 2019).
Construction of marketing plan: Then manager create a plan to decide appropriate actions
need to be taken during one year so that end objectives of company can be achieved.
Building relationship with customer's: Proton auto marketing manager has focused on building
strong relationship with customer's through email marketing.
Providing value to customer's: The last process of marketing is providing actual value to
customer's so company by designing and delivering qualitative, unique and innovative cars to
people is able to retained its market share.
3. Roles and responsibilities of marketing manager
Marketing manager of Proton auto perform several important roles and responsibilities
related to promotion of its product and services among range of customer's. Such as manager has
create and manage brand image of company, deciding promotional strategies, identification of
customers requirements and managing and monitoring social media (FIRMAN and et.al., 2020).
Therefore, the crucial roles and responsibilities that are performed by manager of company can
be illustrated as follows:
 Creating and managing brand image: The first and foremost role and responsibilities
performed by manager is to build strong brand image of company in minds and hearts of
customer's. Manager by identifying actual problem faced by people or their respective
desired is able to provide cars with specific features that can meet their expectancy.

 Deciding promotional strategies: Another important role performed by manager of
organization is deciding promotional strategies that can influence customer's to have
products of specific company (Misirlis and Vlachopoulou, 2018). Likewise, the manager
of Proton auto devote high time, efforts and energy in order to design particular
marketing strategies that can attract large number of customer's in the firm.
 Conduct market research: The marketing manager of Proton auto has conducted
market research in order to identify unfulfilled needs or wants of customer's. On the basis
of research it decide the best method that could be used to meet their expectancy so that
company can enhance customer's satisfaction and retained its market positioning in
longer time frame.
 Managing and monitoring social media: Proton auto manager also performed the role
of managing and monitoring social media platform so that people can be informed about
the company and able to take right decision (Kadekova and Holienčinova, 2018).
Manager by managing and monitoring social media has identified alternative method to
generate awareness among people.
4. The way marketing influence and interrelate with other functional departments of company
Marketing departments of Proton auto directly impact and its directly related with other
functional departments of organization that contribute in smooth operation of business. Proton
auto manager has tried to retain strong relationship with other departments so that timely services
can be delivered to customer's within limited time scale. So, the way marketing manager is
interrelated to other departments of company can be stated as follows:
Marketing with research and development departments: The company have strong
interrelationships with research and development departments that contribute in achievement of
end goals of organization. Such as marketing manager gathered or conduct market research to
effectively know about customer's and provide the information to research and development
departments. So, that they can make necessary launch or innovation in its existing products and
services as per existing trends in order to fulfill customer's requirements (Muhammedrisaevna
Bayazovna and Kakhramonovna, 2020). Similar research and development departments of
Proton auto inform marketing that company is planning to launch the product or services in near
future. Thus, it helps in generating awareness among people and increasing sales volume of
organization.

Marketing with finance departments: It can be stated that marketing and finance departments
of Proton auto also have better interrelationships with each others. Such as marketing
departments for preparation of any campaign or marketing strategies consult finance departments
so that it can make the same in limited budget. While finance departments coordinate with
marketing of company to know actual expense that it will incur in near future to market. So that
finance departments can identified alternative sources from which fund can be raised for
marketing.
Marketing with human resource departments: Proton auto has better relationship with
marketing and human resources department as there are various human that company required in
order to market the product or services (Keegan, 2017). Therefore, marketing department
coordinate with HR in order to recruit and select right candidates for marketing so that company
can attained its objectives.
5. Value and importance of marketing role in context of company
Marketing department is highly value and important to company as they take numerous
actions to generate awareness of products and services to numerous individuals so that they are
motivated to products and services of Proton auto. Such as it plays crucial role in finding
unsatisfied wants of customers and the alternative method that could be used to meet them for
growth and expansion of business (Palmatier and Crecelius, 2019).
6. Conclusion
So, it can be concluded from above study that strong coordination between several
department with marketing lead in smooth operation of business. At the same time marketing by
playing various roles is able to increase overall sales volume and profitability of company.
PART-B
1. Comparison between marketing mix techniques used by companies in automotive sector
Marketing mix refers to set of actions, tactics that are undertaken by company in order to
promote brand image or products of company so that more and more individual are induced to
make purchase for satisfaction of their wants. So, this part has evaluation of marketing mix
techniques that are used by Proton auto and Toyota in automobile sector to attract customer's can
be illustrated as follows:
BASIS PROTON AUTO TOYOTA

PRODUCTS  It can be stated that
Proton auto is one of
leading car
manufacturer in world.
 The company has
provided varieties of
car models that suits
customer's taste and
preferences. Likewise,
Suprima, perdana and
persona are some of the
car of company (Saura,
Palos-Sánchez and
Cerdá Suárez, 2017).
 On the other hand,
Toyota have wide
range of cars around
43 model with different
facilities that helps in
fulfilling wants of
customer's.
PRICE  The cars manufactured
by company are more
valuable. Upper middle
class is target
customer's of company
thus having price range
RM 40000 to RM
120000. Furthermore,
it has set fixed price in
international market.
 Therefore, most of the
customer's considered
this brand much more
cheaper than others.
 Toyota set is price on
basis of demand,
competition,
segmentation or type of
individuals (Borah and
et.al., 2020).
PLACE  Company have its  On contrary note,

operation across
different countries such
as Singapore, UK and
Australia. It also have
its presence in online
such as people can
easily have knowledge
about its existing
products and services
through My Proton
App.
 Proton auto have
exported 400000 units
globally but have its
major market share in
UK (Popova and et.al.,
2019).
Toyota sell its car
through showrooms
and exhibition centres.
PROMOTION  There are different
method which has been
used by company to
promote its products
and services like
advertisement,
sponsorships and event
marketing.
 At the same time it can
be stated that radio,
television and print are
common channel that
are used by company
 Organization has make
use of both online and
offline channel to
promote its cars such
as social media, TV,
newspaper and public
relationship.

for its marketing.
PEOPLE  Company have highly
talented, skills and
knowledgable
employees that are
ready to give their best
for growth of firm.
 There are around
359542 employees that
are dedicatedly
working for
achievement of
company goals.
PROCESS  Proton auto has
followed systematic
procedure and policies
that helps in delivering
qualitative services to
customer's in limited
time frame possible.
 Manager of Toyota has
clearly defined roles
and responsibilities of
each individual that
helps in reducing
conflict and confusion
and better outcome
(Cateora and et.al.,
2020).
PHYSICAL
DISTRIBUTION
 Proton auto has strong
supply chain or
network that helps in
delivering services to
customer's quickly.
 While Toyota has its
physical distribution
across worldwide so
people from different
location can come and
make purchase for
satisfaction of their
desired.
2. Designation and evaluation of marketing plan for achievement of company objectives
Marketing plan is an written report made by manager which outline the future marketing
strategy that company will undertake in order to attract and retained existing and new individuals
in the organisation (Churchill, 2017). The marketing plan of Proton auto manufacturing can be
illustrated as follows:

MARKETING PLAN
EXECUTIVE SUMMARY
This is marketing plan of Proton auto manufacturing that has specified future action that
company is planning to take in order to retain its market share in automotive sector. The vision
of company is “to create national car or deliver better qualitative facilities to customer's so that
they are motivated to be part of organization.” So, this has outline key information related to
marketing objectives, strategies, tactics and action that are taken by company to earn maximum
revenue and profitability.
SITUATIONS ANALYSIS
It is segment which conduct market research in order to identify existing trends or condition in
market so that effective strategies can be used by company to attract customer's. Pest is used for
situational analysis. Such as:
POLITICAL FACTOR: There are various legal laws and regulation that are made by
government in order to regulate companies that are operating in automotive sector.
ECONOMIC FACTOR: Exchange rates, disposable income of people are some of the
economic factors that has influences on sales volume of company. Such as high income of
people has promoted them to purchase car in order to travel from one destination to other for
various purposes.
SOCIAL FACTOR: Needs and preferences of people keep on changing, likewise in recent
scenario, individuals are preferring to have more personalized and better services (Tuten, 2020).
TECHNOLOGICAL FACTOR: numerous development in technologies has promote
business to make use of them while delivering services so their overall needs can be meet.
OBJECTIVES
Specific: To enhance customer's satisfaction level by making use of digital technologies in
order to deliver quick services in minimum cost and time-frame.
Measurable: To increase overall sales volume and profitability of company by 15%.
Achievable: To understand whether the goals of increasing profitability and sales is achievable
or not.
Realistic: The set objectives to increase 15% sales is realistic.
Time-frame: To grew overall revenue and market share by the end of financial year that is
March 2021.

STRATEGIES
Segmentation: Proton auto manufacturing marketing manager has decided to segment people
on the basis of demographic, psychological, geographical and behavior basis.
Targeting: Company have mainly targeted youth and people that are interested to have car to
travel to different places.
Positioning: The manager has decided to effectively position company in minds and hearts of
customer's by making use of digital technology so that maximum benefits can be enjoyed by
company (Palmatier and Crecelius, 2019).
TACTICS
Marketing mix are some of the tactics that has been planned by Proton auto manufacturing to
attract wide range of individuals in the firm. Such as:
Products: Proton auto manufacturing has tried to offer better facilities' car so that people can
enjoy their drive and motivated to be part of firm. Moreover, it has planned to deliver quick
services to customer's by making use of digital platform.
Price: Company have set reasonable or low price in order to add more and more individuals in
the enterprise.
Place: People can easily buy car through both online and offline thus it has helped in increasing
sales of organization.
Promotion: Different social media channels, email and content marketing is planned by
manager of Proton auto manufacturing to make use in order to generate awareness among
people (Borah and et.al., 2020).
BUDGET
EXPENSES AMOUNT
Stationary £200
Raw material £1000
Wages and salary £1500
Electricity bill £800
Marketing expense £3000
Miscellaneous £500

TOTAL £7000
ACTION AND CONTROL
Marketing manager of Proton auto manufacturing has planned in advance about the steps or
measure it will take in order to promote its products through digital platform. It has make use of
computer and different system, hired skill, knowledgeable and capable employee’s that can
easily provide online service to customer's. Moreover, inform each individuals about their roles
and responsibilities in the organization thereby leading maximum return, In order to control, it
has continuous monitor key actions, thereby find deviations and alternative method to correct
the same for better outcome.
CONCLUSION
It can be concluded that marketing manager through performing different task is able to
induce people in the organization and contribute in building strong brand image. Furthermore,
marketing manager of Proton auto manufacturing has effectively understood market condition
and trends thereby design a plan that could help in providing more return to organization.
Therefore, it can be illustrated that marketing will help Proton auto manufacturing in retaining its
market share by meeting existing customer's requirements.