摩托车配件的营销组合策略:留学生作业

头盔:本产品旨在为青少年,成年人和中产阶级家庭工作者。我们的产品是非封闭型头盔,越南天气很适用，还可安全保护使用者不受外部碰撞。第二个因素是便携式罩面采用的是塑料玻璃,如果天气晴朗的话,它可以帮助司机遮挡阳光,然而,它也可以收起,以帮助客户在雨中开车时保证视线没有受阻挡。此外,如果青少年使用者想使他们的头盔更美丽和时尚，各种有趣的贴纸可以贴在头盔上。

我们的第二个产品是摩托车的儿童座椅。由于我们产品的独特性,对该产品的目标市场是中产和高收入阶层。不像现在市场上有些孩子座位是由不锈钢制成,而我们的座位是由软藤制成，适合在越南炎热的天气中使用，，并且会使小孩感到舒服。我们提供不同型号的座椅，满足客户不同类型的摩托车。

除此之外，我们还生产儿童安全带。有些家长不喜欢孩子使用婴儿座椅,所以安全带是你最好的选择。保证孩子在你的背后是安全的,你也可放心，而不是你必须要用一只手扶着孩子。安全带符合所有安全要求，从1到6岁的儿童都可使用。另外,以防突然刹车时，如果每个座位上都有一个小枕头有助于保护儿童头部免受碰撞。这一类型枕头就相当于汽车安全气囊。在其附近应该附加速度计,在适当的位置有孩子的身高。旁边应安装一速度器，并是放在儿童触碰不到的位置。

Helmet: This product aims to teenagers, adults and family from working to middle classes. Our product is half-head-cover helmet, which is suitable with weather in Vietnam and still safe in protecting users from external clash. The second factor which will satisfy strict customers is the portable cover-face plastic glass, if the weather is sunny, it can help drivers avoid the sunlight, whereas, it can be removed to help customers have good vision when they are driving in the rain. Moreover, various funny stickers are available to be added on the helmets if young customers want to make their helmets more beautiful and fashionable.

Our second product is children seat for motorbike. Due to the uniqueness of our product, the target market for this product is middle and high income classes. Unlike some children seats now available in market which are produced from inox, our seats are made of soft rattan which is suitable with hot weather in Vietnam and brings comfort to child. We offer different sizes of seats that are suitable with customers’ different kinds of motorbike.

More ever, we also support the seat belt for children. Some parent don’t like their children use baby seat, so seat belt is your best choice for them. Your children will be keep safety behind your back, you also feel assured but not you must take one hand pass through to keep children. The seat belt meets all safety requirements for children from 1 to 6 years of age. Additionally, if each seat has a small pillow attached which helps protect children from clash, in case of sudden brakes. This pillow plays a similar role to the air bags in cars. It should be attached near the speedometer, in an appropriate position with children’s height.

竞争优势—Competitive advantage

To gain success in that market, we need to have competitive strategy to get higher effective. As you know, all supplier company in market, they only focus on one main good is helmet. But our company will be different, we will supply diversify safety children equipments, it help to our wholesale and retail customer can choice their goods. More ever, we are not only to concentrate to sell for retail customer but also to supply to customer who have demand wholesale with preferred price. Besides that, our product also input from prestige production factory or import directly from Thailand. Our web site are also very convenience to access with clearly information about product and price. More ever, we also offer our product in shopping online website. Our customer can book online their product and we also delivery for them if they buy with large amount. As we see, nowadays, most of helmet store which almost don’t have fix helmet and baby seat. When customer bought a helmet, after used a time. If the helmet have problem about zipper, they must bring to fixer. But if customer buys our product, they will receive a free fix card.

市场研究—Market Research

Marketing Research is also very important in doing the business in order to know about what competitors are doing, what current trends and maybe future trends of people will be. As a result, we decide to buy price researches, units sold researches and future sales potential researches after every 2 quarters in order to change the way running the business suitably. At first, the beginning price for helmet will be VND 100,000 and for baby seat will be VND 80,000, after 3 years, because of improving both the quality and the design of these 2 products, we will sell them with the price of VND 180,000 for helmet and VND 150,000 for baby seat. We think that this is reasonable because after 3 year selling in this safe- product field, we will have set a good situation in the market and also in Vietnamese people’s hearts. About seatbelt and pillow, we think we will keep right price at beginning because the market price in these 2 products will increase not considerable.

Our motto is “Priority is customers”, in another word,” customers are god” – they are always correct and always have a choice (The Corporate Bee, 2003) [1] , therefore doing the market researches is one of our marketing strategies in listening to customer’s needs, doing what customers want and taking their feedbacks as the jumping-off position to be the leader in this business field. Furthermore, surveys about the trends of customers are also important in the decision-making of SIF, if we know what people really want in the future, we could lead in that market, create the innovation to gain the market share and profits and also offer customers with a perfect protection from SIF’s products. We will have surveys about consumption product through friendly customer. They will have evaluation in customer conference held by company. The meeting will include wholesale and retail customer. They can offer useful information and trend market in the future. Its help us can seize what is the necessary in safety market. We also usually access on Internet about some survey report from government, business magazine, census data…about the increase or decrease of safety product market. From that, the marketing manager can conclude the price and kind of products; we should concentrate in next quarter. We also care about some of customer who not pleasure about our company. We can see directly or through telephone. To interview them what service or product they don’t like. Potential customers can tell us what they want, but they want to know what is there guarantee for they will spend money to buy that product. These satisfied customers can tell us what they expect from our product. Meanwhile, the customer dissatisfaction and loss of benefits may indicate weaknesses, what are not satisfactory products and services we provide. But of course, we only do that with wholesale customer [2] .

促销方式—Promotion

报纸广告—Newspaper Advertising:

Based on our research, we have known that advertising on newspaper is the most common way to have readers’ attention and to bring our products closer to customers because newspapers are spiritual meals which Vietnamese people cannot ignore. Tuoi Tre and Thanh Nien are 2 choices that our company wants to spend money on to introduce our products because these are the 2 biggest sources of newspapers which have the largest number of readers nationally and internationally

杂志广告—Magazines Advertising:

Together with the development of the society, the demands for modern media on papers has increased steadily, therefore magazines are types of newspapers which are published monthly or weekly and focus on middle class or upper class people. Recognizing this is a suitable kind of advertising for our second products (children safety equipment), we intend to put our investment and sign contracts with some credible magazines such as Tiep Thi & Gia Dinh, The Gioi Phu Nu and O to & Xe may.
 

传单广告—Leaflet Advertising:

Beside on Figure 1, we think that is not best choice for advertising. But we still take a small amount of money for leaflet. At the beginning establish company, we need more customers know about our product. With lower cost, we think leaflet advertising can be accepted. But after that, when our trades mark have popular with people, we will decrease gradually that advertising and instead of other advertising such as on TV’s media ...but now we still need it.

网站和博客—Website and blog

We all knew that internet is a very broad power spread and rapid development at present. So we decided to expand the business not only on the market, but also business online. With the money be spent initially to set up a website for the company. Medium can introduce to our customers. On the other hand, we can use the online sales system. Customers can order any of our products through the company's web site. After that, we will delivery to their house with free delivery. Moreover, we will register in some shopping online website, and offer our product in that website. With no free, we believe that our products can be known in nationwide.