Académique Documents
Professionnel Documents
Culture Documents
• Introduction
• Executive Summary
• Major Assumption
• Product Description
• Market Share
• Product Planning
• Channel of Distribution
• Promotional Programs
• Pricing
• Packaging
INTRODUCTION
1
http://www.marketingteacher.com/lesson-store/lesson-marketing-audit.html
2
http://www.cim.co.uk/marketingplanningtool/tech/tech5.asp
MS Motosuit: Marketing Audit 4
EXECUTIVE SUMARY
MS Motosuit: Marketing Audit 5
MAJOR ASSUMPTION
MS Motosuit: Marketing Audit 6
DEFINITION OF RATINGS
TABLE 1
SUMMARY OF RATINGS
Over-all
Audit Item Particulars Individual Rating Interpretation
Rating
1.00 2.00 3.00 4.00
Knowledge
Knowledge of the Completeness
Market Product
Average
Effectiveness
Channel of
Efficiency
Distribution
Average
Effectiveness
Sales Force Efficiency
Management Productivity
Average
Customer Relations Effectiveness
and After Sales Motivation
Customer
Satisfaction
Average
Effectiveness
Advertisement and
Efficiency
Promotion
Average
Effectiveness
Customer
Pricing
Satisfaction
Average
Effectiveness
Packaging Costs
Average
MS Motosuit: Marketing Audit 8
PRODUCT DESCRIPTION
continued existence.3
riding experience.
3
(http://www.businessdictionary.com/definition/product.html)
MS Motosuit: Marketing Audit 9
representations.
FIGURE 1
Back packs
Apparels
4
www.msmotosuit.com
MS Motosuit: Marketing Audit 10
I. FINDINGS
A. STRENGTH (S)
2000.
2000.
cover.
Cebu.
MS Motosuit: Marketing Audit 12
suppliers.
periods.
B. WEAKNESS(ES)
C. OPPORTUNITY(IES)
D. THREAT(S)
customer preferences.
Philippines.
III. BENEFIT(S)
company.
TABLE 2
123,417 5.3
TABLE 3
2005 2,328,623
COMPUTATION:
X = 2, 328, 623
5
http://www.nscb.gov.ph/panguna.asp
http://www.abs-cbnnews.com/lifestyle/10/14/10/motorcycles-rule-philippine-roads
MS Motosuit: Marketing Audit 16
TABLE 4
Growth Rate
2004 (%) 2005 (%)
(%)
Percentage of Motorcycles from the Total Number
41.4 46.9 5.5
of vehicles in the Philippines
6
http://www.nscb.gov.ph/panguna.asp
http://www.abs-cbnnews.com/lifestyle/10/14/10/motorcycles-rule-philippine-roads
MS Motosuit: Marketing Audit 17
TABLE 5
Average
Number of Motor Useful Life of
Actual
Year Growth Rate Cycles in the a Motorcycle
Demand per
Philippines Seat Cover
Year
2005 5.5 2,328,623 5 yrs 465,725
2006 5.5 2,456,697 5 yrs 491,339
2007 5.5 2,591,815 5 yrs 518,363
2008 5.5 2,734,365 5 yrs 546,873
2009 5.5 2,884,755 5 yrs 576,951
MS Motosuit: Marketing Audit 18
DEMAND ANALYSIS
in the Philippines for every year which will now obtain the
demand’s value.
MS Motosuit: Marketing Audit 19
• Standard Deviation
• Principle of Conservatism
TABLE 6
SSL
DEMAND ASL AGC SPC
(# of
(# of (# of (# of (# of
Year motorcycle
motorcycle motorcycle motorcycle motorcycle
s)
s) s) s) s)
2005 465,725
2006 491,339
2007 518,363
2008 546,873
2009 576,951
2010 497,743 608,683 603,246 608,453
2011 504,147 642,161 631,045 641,457
2012 510,551 677,480 658,844 675,950
2013 516,954 714,741 686,642 711,930
2014 523,358 754,052 714,441 749,398
Stand
ard
51,227.28 0.36 1,244.75 22.52
Devia
tion
AGR 5.50% 1.26% 5.50% 4.32% 5.35%
MS Motosuit: Marketing Audit 21
has the highest growth rate attained yet, the value is the
FIGURE 2
SUPPLIES
TABLE 7
MS MOTOSUIT
Sales/week Sales/month Sales/year
Year (# of (# of (# of
motorcycles) motorcycles) motorcycles)
2010 ------ 2, 500 30, 000
TABLE 8
RIDE IT FOREVER
Sales/week Sales/month Sales/year
Year (# of (# of (# of
motorcycles) motorcycles) motorcycles)
2010 400 1,600 19,200
TABLE 9
TABLE 10
CHARLES RACING
Sales/week Sales/month Sales/year
Year (# of (# of (# of
motorcycles) motorcycles) motorcycles)
2010 200 800 9,600
MS Motosuit: Marketing Audit 24
SUPPLY COMPUTATION
PAST SUPPLY
TABLE 11
MS MOTOSUIT MANUFACTURING
Annual Sales
Growth
Year (# of
Rate
motorcycles)
2005 43,177
2006 5.5% 45,552
2007 5.5% 48,057
2008 5.5% 50,700
2009 -30% 39,000
2010 -30% 30,000
TABLE 12
RIDE IT FOREVER
Annual Sales
Growth
Year (# of
Rate
motorcycles)
2005 14,691
2006 5.5% 15,499
2007 5.5% 16,351
2008 5.5% 17,250
2009 5.5% 18,199
2010 5.5% 19,200
MS Motosuit: Marketing Audit 25
TABLE 13
Annual Sales
Growth
Year (# of
Rate
motorcycles)
2005 14,691
2006 5.5% 15,499
2007 5.5% 16,351
2008 5.5% 17,250
2009 5.5% 18,199
2010 5.5% 19,200
TABLE 14
CHARLES RACING
Annual Sales
Growth
Year (# of
Rate
motorcycles)
2005 7,345
2006 5.5% 7,749
2007 5.5% 8,175
2008 5.5% 8,625
2009 5.5% 9,100
2010 5.5% 9,600
MS Motosuit: Marketing Audit 26
TABLE 15
TOTAL SUPPLY
Name of Company
Total
MS Ride It Charles Total (# Others (#
OZ Racing Supply (#
Motosuit Forever Racing (# of of
Year (# of of
(# of (# of of Motorcycle Motorcycle
Motorcycle Motorcycle
Motorcycle Motorcycle Motorcycle s) s)
s) s)
s) s) s)
200 43,177 14,691 14,691 7,345 79,903 319,613 399,516
5
200 45,552 15,499 15,499 7,749 84,298 337,192 421,490
6
200 48,057 16,351 16,351 8,175 88,934 355,737 444,672
7
200 50,700 17,250 17,250 8,625 93,826 375,303 469,129
8
200 39,000 18,199 18,199 9,100 84,498 337,991 422,488
9
MS Motosuit: Marketing Audit 27
MS Motosuit: Marketing Audit 28
TABLE 16
projection.
evaluated.
seat cover. For the last factor, the annual growth rate,
the least value of AGR the better. AGC gives the second
FIGURE 3
TABLE 17
% MARKET
PAST DEMAND PAST SUPPLY MARKET GAP
GAP
YEAR (# of (# of (# of
(# of
motorcycle) motorcycle) motorcycle)
motorcycle)
2005 465,725 399,516 66,208 14.22
2006 491,339 421,490 69,850 14.22
2007 518,363 444,672 73,691 14.22
2008 546,873 469,129 77,744 14.22
2009 576,951 422,488 154,463 26.77
FIGURE 4
TABLE 18
%
PROJECTED PROJECTED MARKET
YEAR MARKET
DEMAND SUPPLY GAP
GAP
2010 608,683 429,415 179,268 29.45
2011 642,161 436,455 205,706 32.03
2012 677,480 443,611 233,869 34.52
2013 714,741 450,884 263,857 36.92
2014 754,052 458,276 295,775 39.22
FIGURE 5
TABLE 19
MS
576,951 39,000 6.76
MOTOSUIT
RIDE IT
576,951 18,199 3.15
FOREVER
OZ RACING 576,951 18,199 3.15
CHARLES
576,951 9,100 1.58
RACING
MARKET GAP 576,951 154,463 26.77
OTHERS 576,951 492,453 85.35
FIGURE 6
TABLE 20
FIGURE 7
MAJOR COMPETITORS
or Ozracing
Ratchaburi 70110.
OZracing
Ride – It Forever
Charles Racing
NXTracing
RUdesign
Monster Energy
Repsol
Brembo
DBS
Motormate
CArera
XML
Skydrive
Roadrunner
Xracing
Tarsier Graphics
Motosports
Motorstar
Motorace
MS Motosuit: Marketing Audit 43
Foxracing
Flowtech
Honda
Yamaha
Suzuki
Kawasaki
Skygo
Rusi
Loncin
Jianshe
Kymco
Motostar
Sunriser