A marketing plan presented to the Autohub Group of Companies

• Main Authors: Bolima, Ramon Abelardo Juanillo, Lagrisola, Ralph Ranil A Arsolon., Tai, Jimmy Huang, Tan, Jade Abigail Co
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18215
• Institution: De La Salle University

The transportation industry is fast evolving with an average annual growth of 4.58%, according to the National Statistical Coordination Board or NSCB, data 2006- 2009. Undoubtedly, transportation has been an important factor of growth for a country's economy and business, although, high operational and maintenance costs and environmental issues have been hounding the industry. This led to Autohub's vision of growth and innovation by bringing a three-wheeled vehicle from India which can address the current problems with regard to high gas prices and a more fuel efficient vehicle. Ultimately, the group envisions this vehicle to be an icon of growth in the Philippines, as well as ignite the spirit of entrepreneurship in the country. Since this is a new transport concept in the market, the group conducted a study to assess if it has a place in the Philippine commercial vehicle industry. The group's plan of action will start by analyzing and matching the findings in the Usage, Attitude and Image or UAI survey to formulate the recommendations. The study showed that the size of the market is approximately 96,372 operators and 30,839 of which are the computed targeted market segment. Public relations will be utilized with the use of newspaper articles and events and will run from the last week of September until the third week of December. Posters and jingles will be mediums for advertisements as well. All promotional items will imply that the Piaggio Apé is definitely a unique concept that comes with features that lessens operational and maintenance costs, increases profits for the target markets and is environmentally-friendly at the same time. In addition to that, the group has made computations for the costing, pricing, estimates of profitability and financing schemes for the said product. Evaluation of the results will be conducted each year to ensure that the product will be monitored carefully.