Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ma. Luisa Delayco

Defense Panel Chair

Jaime Ong

Abstract/Summary

This marketing plan is meant for the use and execution exclusively by the Ford Group Philippines (FGP) for the year 2013; the plan aims is to promote the company’s main sedan, the Ford Focus, in particular, the Ford Focus 2.0 Titanium+. The marketing plan is based on the strategies and concepts found in marketing management principles and other principles related to consumer behaviour from the marketing concept.

The marketing plan is composed of the Industry Study, Current Brand, Product Situation and Competitive Situation. These data provide an insight into the performance of Ford on a nationwide scale, the trend of the Philippine automobile market and the performance of its competitors as well.

The marketing plan discusses the Macroeconomic Environment of the Ford Focus, which is based on primary and secondary data. Furthermore, the final part of the paper that covers the Goals and Objectives primarily discusses the specific quantity of sales to be achieved as well as the goals of the suggested promotional campaign for the benefit of contributing to an increase in sales of the Ford Focus 2.0.

The information from this suggested marketing plan is based on books, internet articles, actual product references, key informant interview, surveys, and usage, attitude and image (UAI) survey.

This paper concentrates on the steps and strategies that would guide the management in creating and achieving the goals of achieving product awareness, product interest and product desire that would lead to increase in sales of the Ford Focus 2.0 Titanium+.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020432

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Keywords

Marketing--Management

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Embargo Period

11-4-2021

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