MBA Marketing Strategy Assignment

Topics: Vespa, Motorcycle, Piaggio Pages: 6 (1954 words) Published: November 10, 2013

MASTER OF BUSINESS ADMINISTRATION
INTERNATIONAL PROGRAM

ASSIGNMENT

MARKETING STRATEGY

Full name: NGUYEN HO THIEN DUY
Student ID : 2451950
Class: MBAOUM0912
Subject: MARKETING STRATEGY
Instructor: Ph.D NGUYEN XUAN MINH

Content

INTRODUCTIONpage 3
CUSTOMER ANALYSISpage 4
COMPETITORS ANALYSISpage 7
POSITIONING ANALYSISpage 8
SEGMENT ATTRACTIVENESSpage 9

In this time, the traffic jam in big cities is important problem in Vietnam but the motorbike is main of transportation of people. With over 87 million people in Vietnam and the rating of using motorbike is potential. This market will be one of the most potential market. So that is a reason why all brand name motorbike in the work invest in Vietnam such as : Honda, Yamaha, Suzuki, Kawasaki, SYM, Piagiio... According to Institute Policy Strategy Industrial ( IPSI),to develop and produce motorbike in domestic which it is too big and especially is premium motorbike. Because of transporting by motorbikes is very convenient and popular in big cities in Vietnam as well as the income of people are increasing a lot these recent years, so Vietnam is still an important and attractive market to motorbike manufacturers in the future.

1. INTRODUCTION :
Rinaldo Piaggio was found Piaggio Group and established in 1884 Genoa. Passed over 100 years exiting and developing, that was become one of the most famous group in over the world with product Piaggio Gilera ( small – wheel bike, motorcycle ) and Vespa ( small – wheel bike ), Derby ( small – wheel bike, big – wheel bike ) and Punch ( sma ll – wheel bike ). Beside, Piaggio also manufactured and supplied engine motorbike to motors enterprises in the world from engine 50cc to 1.000cc. Piaggio Vietnam was part of investing in Asia of Piaggio Group. Established in Vietnam in 2007. Not only Piaggio Vietnam was developed brand of Piaggio in Vietnam, but also in Asia. Especially, Piaggio was moved from Singapore to Vietnam in 2010. Piaggio officially was opened factory on June 2009 with capital 30 million. Piaggio Vietnam was fastly penetrated and occupied the most of premium scooter market Vietnam and that was produced 2 kinds of scooters as : Vespa LX 125 and Vespa LX 150 in domestic. This will be the main manufactory to open widely in market of Asia and be the most special of project. Piaggio was forecasted that it will be lead than Honda Vietnam. Mission business : with famous style design from Italy. Vespa was become symbol and stylish ambassador and culture of Italy at the place where Vespa had been here. After conquered the Europe market, Piaggio wanted to open widely these brand to Asia market and 2 years of existence and development, Piaggio has become the well know brand in Vietnam in segment premium scooter. Following that successful, Piaggio was kept on investing, building, researching and developing new products. And the first thing to match with demand of Vietnamese and then forward to Asia Pacific market. Through this plan, Piaggio will be a leader in segment scooter in Vietnam. Products Vespa :

Luxurious, romantic, sexy, classical, hierarchical and sophisticated ... That's Vespa - the first brand originated ​​the scooter to the world and a symbol elegant of Italian. For over 60 years the existing and development, Vespa has created a new life style, to combine traditional elegance with modern innovations, it became the label leading scooter in Italy.

2. CUSTOMER ANALYSIS :
Piaggio Vietnam has been researched Vietnam market clearly and then they made decision to invest. Right target customer will be focused on class income from medium to high class ( class A, B ). Their income are 20,000,000 vnd / months, successful business men, like durable, self - actualization, differentiated, high ranking, utility. Gender : Male and Female

Demography :
Age from 25 – 35 : group of customers have been worked and...
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