3. A. SEGMENTATION
1. Commercial firms looking for;
• Luxury Passenger Vehicle
• Hotel Pickup Van
• Staff Transportation Vehicle
• Executive passenger vehicle
• Airport Transfer Vehicle or
• Tourist transfer Vehicle
• Ambulance
2. Joint families
B. POSITIONING
1. Safety & Comfortable ride
2. Economy & Luxury.
4. About Tata Winger
Brings distances closer. Takes your business further.
First of many products
launched in the Malay market.
Product specifications
Spacious
Offers a smooth ride
One of the more cost-effective
alternatives for the Malay customer
5. Offers a welcoming business environment
Stable government
Slow but steadily growing economy
Excellent distribution system
Economically and politically friendly regulations, commercial laws and
economic policies facilitating foreign direct investment
Malaysia is ranked one of the easiest places in Asia to do business by the
World Bank
Malaysia’s commercial jurisprudence is based on English common law and
an independent judiciary, therefore a “fair” outcome is more likely
Contract law is enforced efficiently, compared to other Southeast Asian
countries (Global Insight)
The Malaysian government is concerned with price stability and economic
growth, pursuing fiscal policies to keep deficits and currency fluctuations.
The economy has a higher proportion of middle-class consumers and is
growing faster than the population.
6. Malaysian pay the highest car price in the world for imported cars
The Government take about RM23,000.00 in taxes for every imported car that
is sold in the country
Most of this taxes money goes to the Government for the Approved
Permits(AP)
It cut Malaysia’s auto import duty from 40 percent to 5 percent
Then imposed steep excise taxes to compensate for the lost revenue
Allows the holder to import cars and motorcycles and distribute them locally
Designed to provide bumiputera
Acts as a quota by restricting the total number of vehicles that can be
imported in a given year
Components sourced from locally registered components manufacturing
companies are eligible for tax reductions
7. Political Economical Socio Cultural Technological Environmental Legal
Product
For new
assemblers ,
majority of
shares shall be
allocated to
Bumiputera or
the assembly
plants are
located in rural
or gazetted
areas.
Automobile bought to
Malaysia in CKD form
results to 20%
Import duty rather
than 80 % import duty
on CBU.
Right Hand Drive.
Average family size
from 7 to 13 seats
1800 cc, Petrol,
Diesel and CNG
varients. Antil roll
bar in front and
rear
Meets
Environmental
Quality
Regulations Act
1987, 1986
Price Priced @ RM 60,000
Core Engine will
be imported and
all others will be
bought from the
local market for
assembly
Engine capacity
limited to 1800
cc to enjoy
lowest duties.
Place
1. Primary
location in
metros.
2. Assembly
units closer to
ports or as per
legal norms.
Cities and Towns
Promotio
Promotion and
dealerships handled
Peoples car,
Attractive
Six Variants which
multiple option for
Tieups with local
car
8. Tie-Up with local conglomerate DRB-Hicom as per Local
law of “Bhumiputera”
Assembly unit setup with annual capacity of 1,00,000 units
It will also include exclusive Paint shop to suit local
customer needs
60% of parts sourced from well established local ancillary
industries. Units imported in CKD form
Tie-up with local logistics firm for delivery of assembled
units to dealers/showrooms
Political
Economica
l
Socio
Cultural
Technologi
cal
Environme
ntal Legal
Product 1 2 3 4 5 6
Price 7 8 9 10 11 12
Place 13 14 15 16 17 18
Promotion 19 20 21 22 23 24
Pace 25 26 27 28 29 30
9. Marketing Production(R&D) HR/PR Finance/Stakeholders
Knowledge
Winger in CVBU will be
for Pickups, luxury
transport or an
ambulance, and in PCBU
it will be for big family
car
Available in 6 different variant
from standard to luxury, Cutting
edge technology with Front and
Rear Suspension, Gradient 39%
and full safety ensured. and low
maintenance required.
Induction programme and
events, employees and
contract persons are
educated technically along
with rules and norms of
Malaysian environment
Will be educated with
how to use the cutting
edge technology to
make the best utilization
of resources.
Attitude
Support for key initiatives
to increasing the Brand
value amidst competition
Orders are processed and
delivered within 15 days
Developing Corporate
communications and tie
ups.
Relationship based on
trust and mutual respect
Skills Aggressive marketing .
Designing products which suites
the Malaysian family and
environment
Continuous Training for
employees with new
technology experts
Habit
Continuous innovation
with research and
Development to provide
excellent quality at
competitive pricing and
value for money.
60% of parts procured from local
suppliers.
Tie ups with conglomerate
DRB hi- com and tie up with
local logistics, Caring for
dealers interest with profit
sharing and development of
their business.
Caring for Finance and
Stakeholders.
Character Value pricing
Excellence at low cost with full
safety ensured
Employees trained to
execute orders and
educated with rules and
norms to be adopted
Fastest Delivery Promise
Values
Consumer interest in
safety and comfort is the
key
Innovative Design, Abundant
Space, Dual AC and Low
maintencance
Thought of owning and
dealing with most trusted
company
Cultural sensitivity
Corporate citizenship
10. RARE STRENGTHS
Quality at competitive pricing.
15 days Delivery (as compared to 2 month delivery
offered by competitors)
EMOTIONAL BONDING WITH “M” RESOURCE
Training
Additional benefits;
Performance-linked pay
Extracurricular Crew activities
Recognition and rewards schemes
