巴西市场商业计划书-英文.ppt

BusinessProposition,Autel’sProductLineDistributioninBrazil,AboutBrazil,Population:Approximately200million9thGDPintheWorld2007GDPGrowthRate:5.4%2008GDPGrowthRateProjection:5.2%CarSalesRecordin2007:29.7%growth2008CarSalesGrowthProjection:20%9thCountryontheRankofCarSales7thontheRankofMotorVehicleProducingCountries143,000AutomotiveRepairShops,AboutBrazil,Whilemostoftheimportantcountriesarefacingarecession,Brazilkeepsgrowthabove5%andcarsalescontinueimpressive.TheautomotivemarketsinNorthAmericaandJapanarestagnant,whilethoseinSouthAmericaandAsiagrowsstrongly.Ofthemajormarkets,Russia,Brazil,IndiaandChinaseesthemostrapidgrowth.,AboutMe,MynameisRomeroDubeuxdeAndrade,IamGary’sfirstemployee.Iworkwithhimforover4yearsnow,startingsincethebeginning,whenwedevelopedthebusinessplantotakeoverLaunch’sX431productlineexclusivelyintheUSmarket.Asyouknow,wesoldLaunch’sproductsintheUnitedStates,buildingagoodmarketandastrongnameforthem.,RomeroDubeuxdeAndrade,IwasbornandraisedinBrazil.MyfatherisanAmericancitizen,whichmakesmeadualcitizenbybirthofbothBrazilandtheUnitedStates.IamfluentinPortuguese,SpanishandEnglish.GraduatedinInternationalBusiness–IntegratedUniversityofRecife,PE,Brazil,DubeuxCom.&Rep.,DubeuxCommerce&RepresentationsisafamilyownedcompanywhichIhaveworkedforasaSalesManagerwhenweweretheBrazilianDistributorforDaewoo,themachineryandequipmentKoreancompany.Thecompanyhasbeeninbusinessfor14yearswithanimpeccablereputation.Ihaveinheritedthecorporation,myprojectistore-structureitwithmyownstandardstointroduceAutel’sProductLinetotheBrazilianMarketthe,DubeuxCom.&Rep.Portfolio,TrevoIndustrySofimaIndusaFielIndustrialEquipmentDaewooHidromineralAlegriaExttraMineral,CompanyResources,MainOfficelocatedinSoPauloNortheastOfficelocatedinRecifetofacilitatelogisticsoperation.VPNIntegrationAsteriskCallCenterSystemToll-freenumberandlocalareacodeVoipnumbersforthe7largestStates.Website(PortugueseandSpanish)SamedayproductdeliveryforordersinSoPaulo,RiodeJaneiroandRecife.Operatedbyathirdpartymotorcyclecouriercompany.,Team,SalesManagerOperationalManagerSecretaryTelemarketingSalesTeamIn-houseITdepartmentIn-houseMarketingdepartmentMultilingualTechnicalWriter/TranslatorIndependentSalesReps.(minimumof1foreachofthe26states),Competition,Amarketresearchwasdone,wefoundthatonlyafewofourcompetitorsintheUSareoperatinginBrazil.ThepricesarealsohigherthanthesameproductssoldintheUnitedStates.TheonlyBraziliancompaniesthatmakesautomotivediagnosticequipmentisAlfatestandTecnomotor.TheirproductlinethatwillcompetewithAutelistheKaptorandtheRasther,whichhasaninferiorcapacitythantheMaxiDASDS708,thepriceisequivalent.Withlackofcompetitionanditslowerpricingstructure,Autel’sproductspotentialsalesperspectivesareprojectedtobeverysuccessfulfortheBrazilianmarket.,CompetitionforOBDIICodeReaders,PriceRange:$100.00~$450.00USCurrency(R$220,00~R$1000,00)BrazilianCurrency,CompetitionforDS708,PriceRange:$2900.00~$7000.00USCurrency(R$6.200,00~R$16.000,00)BrazilianCurrency,Competitionnotfoundforallotherproducts,MaxiDiagJP701,EU702,US703,FR704VehicleMonitoringEPBServiceToolsTPMSDiagnostic&ServiceToolsOilResetToolsNoequivalentproductswherefoundintheBrazilianmarkettocompetewiththeabovelistedAutelproducts.Someexpensivescanners,similartoDS708,offersspecificpackageslikeAsian,EuropeanorAmericansoftware.ThiscouldcompetewithJP701,EU702,US703,FR704.Butthepricesareveryhigher.,PriceStrategy,DismemberingHardwareandSoftwarePrices–DifferentlythantheUnitedStates,Brazilhasveryhighimporttaxes.OurstrategyistobebilledbyAutelontwodifferentinvoices,onebillofsaleforthehardwareandanotherbillofsaleforthesoftware.Thiswaywecanapplyalowerimportingtariffforthesoftware,translatingthesavingstotheendusers,beenabletoofferanevenmorecompetitivepricingstructure.,Marketing,TradeShows–AutomecisthemostimportanttradeshowinBrazil,ittakesplaceeverytwoyearsinSoPaulo.TheupcomingshowwilbeinApril2009.WewillintroduceAuteltoBrazilatAutomecShow.InadditionaltoAutomec,thereare8otherimportanttradeshowsinBrazilthatwewillbeattending.Theseshowsare:Autopar,Tecnoshow,ReparaNordeste,SemanadoMecanico,Autonor,FEISA,AutopartsandAutop.,Marketing,MagazineAds–Fullpageandhalfpageadswillbepublishedonthehighestcirculationautomotivemagazinesandjournalsinthecountry.Someofthemare:OMecanico,Sincopeas,PontoAPontoandBalcoAutomotivo.,Marketing,StateAssociationsforMechanics–Thereareapproximately143,000automotiverepairshopsinBrazil.Mostofthemareaffiliatedtoitsstateassociation.Wewillbecomeamemberonall27statesassociations,sowecanadvertiseontheirinformativejournalsandparticipateonmosteventsandmeetingstopromoteAutel.,Marketing,SchoolProgram–Specialpricing(aslowasourcost)willbeofferedforschoolsandteacherssotheycanuseourproductsattheirclasses.Thiswillbeavaluableadvertisementforalltechniciansattendingclasses.SpecialStudentPricing–Discountcouponswillbeofferedtothestudentsfromtheschoolsandteachersthatareparticipatingonourschoolprogram,asanincentiveforthemtochoseAutelfortheirdiagnosticneeds.,Marketing,AutoPartsStores–IntroductionofAutel’sproductlinewillbesetupbyarrangingmeetingswithallautopartsstoreschainsforacatalogpresentationtoofferdistributorshipofourproducts.Thegoalistohavethemajorautopartsstoresasourvendors,includingRedeAncora-thelargestchaininBrazil.,Marketing,PrintAdvertisement–Catalogs,brochuresandflyerswillbedesignedfordistributiontoalloursalesforceandfordirectmailing.WewillbeusingGPSsoftwaretoretrievecontactinformationfordirectmailingandtelemarketing.,WebMarketing,GoogleCampaign–Apayperclickcampaignwithunlimitedfundswillbesetuptoshowourwebsiteasthe1stresultwhenanusersearchesforanymainkeywordssuchasOBD,OBDII,codereader,automotivescanner,autodiagnostic,etc.BannerAds–Themostimportantautomotiveforumsandnewswebsiteswillhaveourbanners.AutomotiveForumParticipation–Activeparticipationonwebmessageboardsrelatedwithautomotivediagnosticsandscantools.,MissionStatement,Autelsproductlineisverydiversified,ithastoolsavailabletofulfillthediagnosticneedsforanykindofrepairshop.OurgoalistobuildastrongnameforAutelinBrazil,makingallthecodereadersandDIYersproductlineavailableforsaleonallautoparts/aftermarketstores.Asforthespecializeddiagnosticscannerslinewewanttosetupthelargestindependentsalesnetworkofdiagnosticequipmentsinthecountry.Benefitingfromanoutstandingsalesnetworkandanaggressivemarketingplan,resultedfromapartnershipthatwillbenefitbothofus,everyshopinBrazilwillknowAutel.AsforhavingthebestOBDCodeReadersandforhavingacompleteandmostaffordablespecializedcomprehensivediagnosticequipmentline.,