Bangkok--18 Sep--Mitsubishi Motors
Mitsubishi Motors (Thailand) reports the total sales volume of the first seven month over 480,000 units, and plans to enhance dealer knowledge of arranging marketing activity as believe that ones who understand local marketing at the best are dealers in that area. The company also plans to hold an activity to build a good relationship between customers continuously.
Mr.Masahiko Ueki, the president of Mitsubishi Motors (Thailand) Co., Ltd. reveals that the general market of automobile industry in the past 7 months has slowed down dramatically. It can be seen that the sales of total car industry (excluding trucks) at 486,000 units has been decreased by 39.3% while the total sales of Mitsubishi is 37,310 units. However, MMTh believes that sales volume of total car industry will grow as the prediction of office of the National Economic and Social Development Board (NESDB) forecast that Thai economy will grow by 1.5 – 2.0%. This recession will be solved in the last half of the year as government has resumed its budget disbursements and the trust of consumers and business in economy and politics. MMTh has aimed the sales target volume of 2014 fiscal year (April 2014 – March 2015) at 9% of total car industry sales volume which is predicted at around 900,000 – 920,000 units. Mitsubishi also set export target sales volume at 320,000 units.
Mr. Ueki also states about the strategy that will be used to increase sales volume to reach the target that it is not only introducing new model to the market, but MMTh will also hold more activities to stay in touch with its customers regularly for example road show, various kind of activity which will be held in both Bangkok and suburban area. Special campaign like low interest rate, free one year of premium car insurance, and many other offers will be offered. For marketing activity, MMTh has cooperated with dealers to nominate specialty marketing staff who will be responsible for coordinating between dealers and head office to hold an activity, including creating style of activity and taking care of advertising and public relations for each area specially since the company believes that the ones who understand the local marketing at the best are dealers in that area. It is assumes that this strategy will lead to a maximum profit of customers and local dealers.
For the long term plan, MMTh does not only maintain the relationship with current customer by building the relationship systematically and arranging activity for each type of customers, in various kind of activity like entertainment, trip, sport and Corporate Social Responsibility (CSR) but MMTh also gives a priority in dealer network by extending showroom number to supply the demand and support customer’s need conveniently and effectively. Currently, there are 217 showrooms nationwide, and it is planned to expand to 230 showrooms within this fiscal year. Mitsubishi’s after sales service will be developed for more efficiency and having the same standard of nationwide showrooms. There are more than 400 courses to train staffs each year with examinations to evaluate the staff’s knowledge repeatedly to encourage and build service skill to meet MMTh’s standard. This is an important fundamental to build the confidence and the highest satisfaction of customers which will be potential effect as a long term strategy in increasing sales volume of MMTh in the future.