This document provides an overview of Suzuki, including its history since 1909, current product portfolio, and situational analysis of the electric vehicle market in Thailand. Suzuki aims to expand into electric vehicles to respond to rising fuel costs and environmental regulations. The target market segments are industries, hotels, and institutions, which could each purchase multiple units. The marketing mix for the electric vehicles includes different vehicle sizes, competitive pricing, direct sales and service channels, and promotions through advertising and personal selling.

1. Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix

2. Company Profile Situational Analysis Markets Marketing MixSituational Analysis Markets Marketing Mix

3. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• A very innovative company since 1909
• The founder was Michio Suzuki from Japan.
• Technological development over time
o a new type of weaving looms
o motorized bicycles

4. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• One of the most significant companies in the world
- a great opportunity to expand
- respond to technological changes

5. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• The world's #3 motorcycle manufacturer
• The world’s #4 passenger car manufacturer
• Japan’s #2 truck manufacturer
- ATVs
- Outboard motors for boats
- Electric Wheelchairs
• Serves more than 190 countries
- numerous subsidiaries
- joint ventures

6. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
• 650,000 sq.m. factory in Eastern Seaboard Industrial Estate in
Rayong
• With Suzuki technical know-how, we can respond to changes
in the world and produce a more effective and efficient
technology such as a full-electric cars to satisfy the needs of
consumers.

7. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
• Petrol price keep rising -> Electric vehicles are the best
alternatives
• Pike Research’s John Gartner forecasts that sales of electric
car and hybrid car will triple in next six years
• The nature of the buyer-seller relationship is "Collaborative
exchanges” (However, depending on the nature of buyer)
• Heavily influence by technology. Better technology =
Competitive advantage.

8. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
• Battery is one of the key components
• ‘Green’ vehicles
• The regulation in producing electric vehicle. For
example, where the battery tray should locate or how the
headlamp should be (by The United Nations)

9. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
• First is Mitsubishi,
- Well known auto-motive company
- Create many kinds of electric products such as
automotive, air conditioning systems, home products, and etc.
- Have many models of electric vehicles such as the i-
MiEV, MiEV light truck, and even the ‘Lancer evolution’.
• Second is EZGO
- US company, produced light transportation since in 1954
- Have their distributor all over the globe
• Third is local supplier such as ATE-plus
- Can produce at a lower cost

10. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company

11. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company

12. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company

13. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
Strenghts Weekness Opportunities Threats
Since 1909, one of
the oldest
Inexperienced in
Thai’s electric
vehicle market
Expand electric
vehicles market
Intense
competition
Strong brand image Improve
technology
Local supplier can
produce at cheaper
cost
Known for
reliability&
affordable
Target new group
of customers
Government policy
can varies
Dynamic
developing team

14. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Industry Competition Company
• Well-known company in Thai’s market (ex. Motorcycle, Suzuki
swift)
• Reliable and affordable price all over the globe
• ‘value-packed products’, offers originality and reliability at an
affordable price
• Strong awareness is the key

15. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Macro-segmentation
- Characteristics of buying organization (size and type)
• Micro-segmentation
- Decision-making unit
- Importance of purchase
- Organizational innovativeness
- Personal characteristics

16. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Many market potentials
o The market size is huge
Expensive and fluctuated price of petrol
Reduce cost of transportation
o The market growth rate of electric cars is increasing
o The first inventor of the full electric car with solar cell
panel

17. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• 85,000 factories all over the country, with
o 2,200 industrial companies in 48 industrial parks
• 5,420 hotels in Thailand
• 400 miscellaneous institutions
o Approx. 200 housing estates
o 138 universities
o hospital
o golf clubs

18. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
*Assuming that each client purchases 5 units of cars

19. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Suzuki is a renowned corporation
• Well-known for innovative products
• Consumers trust in our core competency
- Technological know-how
• The rising cost of petrol and
• The trend towards environment

20. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
o Product
Product differentiation
 Full electric cars
 Solar cell panel
o Price
A little bit more than market price
 Premium image
o Place
Suitable place close to the target market.
o Promotion,
Attract the customers
Stimulate awareness of this new technology

21. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation

22. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Dynamically continuous innovation
- Major changes in behavior
• The initial sales forecast depends mostly on the technological
adoption rate.
• Reach the majority within one year after the launch.
• Capture 80% of the sales potentials within one year.

23. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Total THB
76,273,363,404.84

24. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation

25. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Total THB
2,012,502,862.41

26. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation

27. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
Total THB
39,193,885.18

28. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation

29. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Business Segmentation Target Market Consumer Segmentation
• Divided into three segment
- Industry and industrial park (size M-L)
- Hotel and resort (size M)
- Institution (size S)
• Benefits to customers
- Save cost
- Save time
- Improve firms’ image

30. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Electric car power generated from solar panel and electric
battery
• Works like a hybrid
• 0% carbon dioxide emission
• A modified rebuy

31. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
Avaliable in 3 sizes
• Small
• Medium
• Large

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Product Price Place Promotion
Maintenance
• 10,000 km warrantee (under agreed circumstances)
• Free check ups every 6 months
Specs
• Body made from fiber glass
• 48 volt battery
• 100 w solar panel
• Top speed of 50-1000 km/h
• Alloy wheels with nitrogen filled tires

33. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion

34. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Direct distribution strategy (no intermediaries)
• Personal selling
• Put the product in Suzuki’s main current showrooms
• Use Suzuki’s current logistic system

35. Company Profile Situational Analysis Markets Marketing MixSituational AnalysisCompany Profile Markets Marketing Mix
Product Price Place Promotion
• Advertising
• Personal Selling

36. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Delivering information to customer
• Building attitude
• Creating values
• Penetrate our product and company into customer mind set

37. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• “Green Innovate Energy.”
• Color
- Green and Titanium

38. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Magazine
• Direct mail
• Website

39. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Magazine – monthly basis
• Direct mail - every time there is new promotion of special
offer
• Website – Provide information any where & any time, and
representing the product

40. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Advertising)
• Budgeting
• Personal Selling
• Cost of Sale team training – 50,000 Baht to 100,000 Baht
• (one time investment)
• Cost of evaluation program - 5,000 Baht to 10,000 Baht per month
• Magazine
• Cost of full page advertise –
• 100,000 Baht to 200,000 Baht (on average) / magazine
• Total = 200,000 Baht to 400,000 Baht /month/ two
magazine
• Direct mail
• Free of use, we can share resources of the requirement for the direct mail with the resources that company already has.
•
• Company website
• Cost of renovating website - 10,000 Baht to 20,000 Baht
• (One time investment)
• Trade show
• Cost of booth material - 200,000 Baht to 300,000 Baht
• (One time investment as the material can be use for every trade show)
• Trade show entrance fee – 100,000 Baht to 200,000 Bath
• (Vary by size and popularities of the trade show itself)
• Trade show area rental fee 500,000 Baht to 1,000,000 Baht
• (Vary by size and popularities of the trade show itself)
• Total Max: 2,030,000
Baht
• Min: 805,000

41. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• New task
- new product to the market
- in supplier
- out supplier

42. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Including all
- initiator
- influencer
- gatekeeper
- decider
- purchaser
- user

43. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Eight steps
1. Opportunity recognition
2. General description of need
3. Product specification
4. Supplier search
5. Acquisition and analysis of proposal
6. Supplier selection
7. Selection of order routine
8. Performance review

44. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Both inherent and learned
Inherent:
- persuadable
- good memory
• Learned:
- how to deal with certain circumstances
- how to approach different type of customers
- as a result, be able to handle situation w/o any negative
impact

45. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Long Sales cycle
1. Lead Generation
2. Lead Qualification
3. Bids and Proposal
4. Negotiation and sales cycle
5. Fulfillment
6. Customer care and support

46. Promotion
(Advertising)
Promotion
(Personal Selling)
Promotion
(Personal Selling)
• Focused on personal selling
- product is highly complex with technology
- high cost
• Organized Sales force by Market-centered organization
- personal selling effort by customer type or industry
- we can reach our customers effortlessly because sales
person would be knowledgeable