Developed an end-to-end marketing plan for a real company to enter a new foreign market.

1. UW Global Business Program
Final
Marketing Report
We are proud to share!

2. Agenda
Executive Summary01
Target Market Recommendation02
Implementation Strategy03
Break Even Analysis06
05 Customer Experience Life Cycle
07 Future Trends
04 Promotion Strategy

3. Executive Summary
01

4. 1. Problem
Threats
Increasing competition
Strengths
Subsidiary of Daimler AG
Environmental friendly
Opportunities
Trend of sharing economy
Power of innovation
1. Problem
Why Do We Need To Go
Into a New Market?

5. 2. Solution
Method
1. List indicators
2. Rank top 3 indicators
3. Choose 1 country from each region
4. Compare 4 countries
Why Are We Going To
Vietnam?
Indicator Weight
Urban population growth 3
Competitors 3
Regulation 3
Motor Vehicles 2
Government Attitude 2
Population Density 1
GDP per capita, PPP 1

6. 3. Implementation
Vehicle, Application
Same package model,
All-in-one, Affordable price
Product
Price
Place
Promotion
Ho Chi Minh City
Online & Offline
Direct Presence Local Agent
How Are We Going To
Vietnam?

7. 4. Outcome
How Do We Measure Our
Success?
Elements of Milestone
• Partner
• Launch subsidiary
• Start operation
• Profit
Break-even point: Nov, 2020
Period of Milestone 2019-2022

8. Executive Summary
2. Solution
4. Outcome
Executive Summary
Problem Implementation Outcome1 Solution2 3 4
Competition New Market Market LeaderGlocal Strategy

9. Executive Summary
Global
(Standardization)
Local
(Adaptation)
Product
Price
Place
Promotion

10. Target Market
Recommendation
02

11. Situation Analysis
France
Vietnam
Car2Go Current Market
● Canada
● USA
● France
● Netherlands
● Spain
● Italy
● Germany
● Austria
● China
Open new market-
Expand the market to improve million people’s life
Car2Go’s Growth Rate
2014-1M
2016-2M
2018-3M

12. Less competitors
in the market
Meet the increasing demand & the car-sharing trend
in the market
Vietnam’s passenger vehicle market size and growth
(2012~2020)
Situation Analysis
Better opportunities in new
market
Competitive Factors in Vietnam
Growing demand
of using cars
Low vehicle
ownership
Fast growing
middle class

13. Situation Analysis
• Middle-class fast increasing Target audience
• High urban population Operate in urban area
• Common use of smartphone Application channel
• Growing car demand Potential market
Developing Country
Daimler subsidiary in Vietnam
• Net work & connection
• High brand awareness
• Good brand image
New Market
• The first country for car2go in
Southeast Asia
• Lack of local knowledge
Pioneering Service
• No car-sharing service in the
current market
• Opportunity to change the way
people move around in the city

14. World & Regional Economic Landscape
GDP growth rate
Vietnam
World
United States
 The average income per person will raise: $1,400 (2014) $3,400 (2020)
 Vietnam’s growing middle class is expected to double to 33 million people by 2020

15. SWOT Analysis
Strengths
➢ Subsidiary of Daimler AG
➢ Environmentally friendly
➢ Convenience
➢ Affordable price
Weaknesses
➢ No variety of vehicles available
➢ Easy to copy
➢ Limited parking area
(only in operating area)
Opportunities
➢ Sharing economy trend
➢ Application platform
➢ Expand new market
Threats
➢ Competitors in the market
➢ Political risk
➢ Laws change

16. Evaluation Methodologies
Indicator Weight
Urban population growth 3
Competitors 3
Regulation 3
Motor Vehicles 2
Government Attitude 2
Population Density 1
GDP per capita, PPP 1
Methodologies to evaluate the selecting countries

17. Market Indicators Data
Country
Population
Density
Regulation Competitors
Motor
Vehicles
Urban
Population
Growth
GDP
per capita
Vietnam 308.13 Medium Low 0.014 3.039 $6,775
India 450.42 Low High 0.018 2.379 $7,055
Mexico 66.44 Low High 0.278 1.628 $18,258
Norway 14.46 High High 0.591 1.38 $61,414
1
1 1
(Per 1000 people) (Annual %)(Per sq. km
of land area)
1
1
1
1
Resource:https://globaledge.msu.edu/comparator/
Year:2018

18. Market Selection Matrix
Vietnam India Mexico Norway
Indicators
Weight
(1~3)
Rating
(0~10)
Score
Rating
(0~10)
Score
Rating
(0~10)
Score
Rating
(0~10)
Score
Population Density 1 8 8 6 6 3 3 1 1
Regulation 3 5 15 7 21 8 24 4 12
Government
attitude
2 5 10 7 14 8 16 8 16
GDP per capita, PPP 1 2 2 4 4 6 6 8 8
Competitors 3 9 27 3 9 3 9 3 9
Motor Vehicles 2 9 19 8 16 6 12 2 4
Urban population
growth
3 8 11 6 18 4 12 1 3
Total score 92 88 82 53win

19. Competition
Capacity
price(CP)
Low
Cost
Convenie
nce
Environ
ment
Direct Competitorslocal transportation

20. 4P
Marketing Mix 4Ps Marketing Mix Strategy & Tactics
PRODUCT
1. Car-sharing service
2. Point A meet point B (no need to return it where you grabbed it from)
3. 24 hours available
4. No reservation required
5. Electric car provided
PRICE
1. Different trip packages available (by the minute/hour/day)
2. Cheaper price than rental service (parking/insurance/parking fee included)
3. No membership fee/monthly fee/annual fee
4. No surge price
PLACE
1. Channel:Car2go App-Find & reserve/Start & end rental/Check account)
2. Post-Sale Support: Customer Service(phone & email)
PROMOTION
1. Social media-great stories, tips and specials on facebook/twitter/instagram
2. Coupons, Promo codes

21. Convenience Innovation
Affordability Environmental friendly
Target Market & USP
Target Market Unique Selling Point
Use affordable price & use good
quality of car
People have urgent need to use cars
People do not own a car
Middle class family
B2B market
Tourists

22. Implementation
Strategy
03

23. Mission Statement
Bring cost savings & convenience!
Improve & benefit the environment!
Reduce traffic congestion on the road!
“
”

24. Market Entry Strategy
Agents
Laws Marketing
Translation
Direct Presence

25. Business Partner Profile
Role & Responsibilities Capabilities of partner
Investments (Car2go) Investments (partner)
 Keep track of the process/result
 Plan & manage our own strategy
 Share car2go’s expectation & vision
 Professional knowledge
 Local connection
 Financial stability
 Strong work experience background
 Commission or monthly fee
 Reputation
(Allow partner to show that they
work with Car2go)
 Market research & analysis
 Hire different attorney
Agent

26. Product Strategy
Language1 2 3App interface Number of Vehicles (type)
 Vietnamese
For 2
For 4
For 5
 Increase or reduce the car type
 Meet the local market need
 work with local agent
 App interface design that fit for
Vietnamese people
 Work with local agent

27. Place Strategy
Local Daimler FactoryUrban area – Ho Chi Minh city1 2
No.1 population density
No.1 smartphone use rate
Government have plan to
ban motorbike in the future
Fast growing middle class

28. Place Strategy
Customer
Company
Distribution Channel3
Application
Official Website
Person-in-person

29. Place Strategy
4
Airport parking spot
for Car2go
Operating Area
On-street Parking Airport Parking
Free parking in
home area

30. Price Strategy
Different packages available
※price example in Chicago
By min/hour/day
x No surge price
 Gas fee included  Parking fee included Insurance included
x No membership costs x No reservations required

31. Risk Management
Identified Risks Strategies
Culture
●Culture difference
●Attitude toward car-sharing service
●Payment Method
-Cooperate with a local agent
Finance
●Political risks-Currency / Tax
●Cash flow
-Cash flow management
-Build a close relationship with Daimler
and partners
Logistics ●The risk of exporting cars & tax
-Utilize Daimler’s car in Vietnam
(Local Factory)
Management
●Local employees management
●Agent management
-Training program
-Commission/Contract/Communication
with a local agent
Rules
●Changing the rules of engagement
(parking/tax/business)
-Work with a local agent/lawyer
-Lobbying

32. Promotion Strategy
04

33. Promotion Strategy
Daimler official website3
Build connection with Daimler
Billboards with QRcode2
Raise brand awareness
Social media1
No.1 use in Vietnam
(21%)
Official account
Interact with customers

34. Promotion Strategy
Salesperson (B2B)E-mail promotion4 5
Build partnership with companies
Search Engine Marketing 6
Coupon / Discount
Latest information
Gain online exposure

35. Promotion Strategy- E-Reputation
Engage customer in a dialog to understand the review
Example of App store & Yelp Reviews
Online reviews can have a big (+/-) impact in
2019.

36. Promotion Strategy - Launch event
Showcase in car shows for B2B market
Exciting event for the public:
Car Race
Kyle Larson
Han Han

37. Promotion Strategy – Cause Marketing
Create innovative cause
events with influencers
Nguyen manh
hung

38. Customer Experience
Life Cycle
05

39. Customer experience life cycle summary
Focusing StrategyMain Target Audience
Middle Class Family
Company (B2B) Tourists
Family Company Tourists
Awareness Awareness Awareness
Purchase
Evaluation
&
Purchase
Evaluation
First User
Experience
Purchase Purchase

40. Customer Scenarios
Small Family
 Middle class
 Small family with 4~5 members
(1~2 children)
Lily’s husband uses a TOYOTA SUV
for commuting and shopping. When
her husband is working, Lily still
needs a car to go for shopping or for
other purposes and meanwhile taking
care of her children.
Company (B2B)
 International Company
 500- 1000 employees
Company offer employee benefit by
providing a new mobility option for
employees. To increase satisfaction
and reduce the travel costs, the
company wants to find a reliable car-
sharing company that offer
convenient service with good quality.
Tourist
 Tourists from France
 Unable to speak Vietnamese
 Not familiar with local
transportation
Louis wants to visit Vietnam for trip,
but he doesn’t know about local
transportation system well. He
planned to go a lot of sightseeing
spots in few days. For this problem,
he is seeking for a more convenient
transportation tool to travel.
Lily IKEA Louis

41. Customer Experiences
• Trial Program
• Event
• 3 STEP
Payment
• Easiness to
find cars
• Car Stops
Coverage
• Easy
Accessing to
Support
• Feedback
• Thank you
Message
• Mileage
• Family
Mileage
• Membership
AWARENESS
INTEREST PURCHASE
FUE
SUPPORT
END OF LIFE
RE-BUY
EVALUATION
Middle Class Family

42. Customer Experiences
• Salesperson
• Brochure
• Salesperson
• Easiness to
find cars
• Car Stops
Coverage
• Special
Support Desk
• Feedback
• Thank you
Message
• Mileage
• Membership
AWARENESS
INTEREST PURCHASE
FUE
SUPPORT
END OF LIFE
RE-BUY
EVALUATION
Company (B2B)

43. Customer Experiences
• Trial Program
• Upgrading
• Travel Guide
• Car Rules
Manual
• Multi-
languages
Operators
• Feedback
• Thank you
Message
• Mileage
• International
Mileage
AWARENESS
INTEREST PURCHASE
FUE
SUPPORT
END OF LIFE
RE-BUY
EVALUATION
Tourist

44. Break-Even Analysis
06

45. Milestone
Invest
2019
Launch
2020
Grow
2021
Expand
2022
 Find a local agent  Launch Car2GO in
Ho Chi Minh city
and start operation
 Start to make profit
 Expand operation to
second city (Hanoi)
➢ Increase our profit
and market share

46. Fixed CostVariable Cost
Costs
 Car cost
-Between C2G and Daimler
-For 500 cars
 Parking fee
-Between C2G to government
 HR
-30 employee
 R＆D
 Office fee
 Fuel
-Charge fee
-10% of sales
 Maintenance
-Vehicle maintenance
-10％ of sales
 Agent fee
-10% of sales

47. Break-Even Analysis
Yearly Chart of 2020
 Price:
Average price one car earn per day

48. Break-Even Analysis
Nov. Dec.Jul. Aug. Sep. Oct.
① : Number of Car2GO cars in Ho Chi Minh City
② : The actual car used rate
③ : Number of units in a month
④ : Total number of units
※Number of units in a month:①*②*30days
Our break even number of units : 70,000 year 2020
MayJan. Feb. Mar. Apr.
①250
②40％
③3,000
④3,000
Jun.
①400
②60％
③7,200
④36,450
①500
②60％
③9,000
④45,450
①500
②70％
③10,500
④55,950
①500
②70％
③10,500
④66,450
①250
②50％
③3,750
④6,750
①300
②50％
③4,500
④11,250
①300
②60％
③5,400
④16,650
①350
②60％
③6,300
④2,2950
①350
②60％
③6,300
④29,250
①500
②70％
③10,500
④76,950
①500
②70％
③10,500
④ 87,450

49. Break-Even Analysis
Yearly Chart of 2020
Nov, 2020
Jan, 2021

50. Future Trends
07

51. Future Trends
https://www.youtube.com/watch?v=2Kg9bOkusd0

52. Future Trends
Big Data
GPS
Electric Vehicle (EV)
Internet of Things (IoT)
Self-driving Technology
Customer Data Base
●Determine customer behavior
●Utilize resource more efficient

53. Cognitive AI
●Natural language interfaces and
virtual assistance technologies
●Directing the car to a recharge
station automatically when it is
running low on fuel
●Adjust the trip’s directions
based on traffic conditions to find
the quickest route
●Eye tracking for a passenger
Artificial Intelligence
Future Trends

54. Automation
Self-Driving Car
Safety
Barrier-free
Technology could help individuals who are unable to
drive by themselves (ex. elderly or disabled)
Reduce the chance of vehicle crashes
(less error than human by using latest technology)
Eco-friendly
Future Trends

55. Thanks!