Orix Fleet Services Australia

Paper Summary:

The following is a follow-up marketing plan analyzing Orix Australia's present marketing situation in relation to its previous SWOT analysis. The present market situation signifies a growing tendency for commercial companies' and government agencies' growing demand for fleet management services. In spite of this optimistic trend, Orix faces competition from further specialized industry players particularly in the small business market segment. This analysis continues further to recommend the marketing strategies needed to enable Orix Australia achieve its set objectives. This includes the implementation of various marketing campaigns based on the 7 P's services Marketing Mix Model. This is followed by a detailed action plan together with a proposed marketing budget that outlines a proposed cost/benefit analysis.
Outline
Action Plan
Marketing Budget
Executive Summary
Situational Analysis
Objectives
Marketing Strategy
Controls
Conclusion
References

From the Paper:

"Orix's differentiation strategy has been successful in that it has improved Orix's client brand loyalty and market share. Orix has realized a competitive advantage over their challengers through dependability and balanced superior service. For example Orix's financial support from their parent group has resulted in having the necessary purchasing muscle, starting from the preliminary outlay of their large fleet, all through the life of these assets including maintenance, damage repairs, insurance, tyres, fuel etc. This assists the clients in saving costs while at the same time focussed on their core business. (Hutt & Speh, 2004)."

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