Marketing Plan Socar

MISSION STATEMENT
Mission statement is a clear expression about the organisation purpose and goals that the
organisation wants to achieved (Carl L. Harshman ,2006).A mission statement will eventually
differentiate itself from their competitors by stating key points such as services or products
the organisation provide,the target customers that the organisation wants to serve and the
benefit it gives(James Tallant,2009).
The mission statement of Socar Malaysia is that,
“We are a car sharing company that puts people first. We strive to put people in the driver’s
seat and help them take control of their goals. We go above and beyond the call of service to
provide an unforgettable car-sharing experience. We put the freedom back into driving…
Because we are drivers too.”(Socar Malaysia,2018)
Socar Malaysia is a market oriented company.This can be proved when Leong Foong,
the CEO of SOCAR Malaysia says that the expansion strategy of SOCAR Malaysia will be
data driven,where SOCAR Malaysia will based on customer’s preferences to set their target
market and types of car provided(Theedgemarket,2018).In Socar Malaysia mission statement,
it also states that they want to fits customers needs by providing car sharing services for
customers to drive themselves around for anywhere.Furthermore,It also express themselves as
a service provider that can deliver a unforgettable experience of driving freely to their
customers.
http://www.harshman.com/assets/files/Mission-Vision-Values%20Definitions.pdf
James Tallant (Author), 2009, Importance of Vision, Mission, and Values in Strategic
Direction, Munich, GRIN Verlag, https://www.grin.com/document/167258
http://www.theedgemarkets.com/content/advertise/socar-aims-to-liberate-malaysians
MARKETING OBJECTIVES
Fundamental objective of marketing is to create customer satisfaction in a profitable way.

Setting marketing objectives is important because targets can provide a sense of purpose,
direction and motivation for the marketing department. Marketing objective can also provide
progress to be monitored and success to be assured. Specifically, a company’s marketing
objectives must be aligned with the main objectives of the business. To examine whether the
marketing objectives are achievable or not, a method called SMART can be used. In general,
SMART stands for specific, measurable, achievable, realistic and time-bound .
Marketing objectives of Socar Malaysia
-Grow Market Share
Market share represents the percentage revenue of an industry that is occupied by a

particular company over a specified time period relates to all of its competitors in the
market.SOCAR Malaysia has its own competitors in car sharing and transportation industry
such as Kwikcar, GoCar, grab,etc.As SOCAR Malaysia is a relative newbie to its
competitors,it needs to increase it market share among the car sharing and transportation
industry.
-Build Brand Awareness
Brand awareness is essential in buying decision-making as it is important that customers

will think of the brand in the context of specific industry.Brand awareness will increase the
probability that the brand will be part of the consideration(Ovidiu I., 2018).SOCAR Malaysia
is relatively new in car sharing and transportation industry in Malaysia.Hence, creating brand
awareness is a key to expand the business and penetrate the market.
-Customer Retention
Customer Retention is the activity that a selling organization undertakes in order to

reduce customer defections. Successful customer retention starts with the first contact an
organization has with a customer and continues throughout the entire lifetime of a
relationship(Roopa Singh & Imran Akhtar Khan, 2018).To retain new and existing customers
on SOCAR Malaysia and create more loyalty customers, SOCAR Malaysia should have its
own customer retention and loyalty program.
-Increase business
The primary objective of business is to attract new customers.In Socar Malaysia,

attracting customers can be done by means of distributions of locations and through variety of
promotional activities.As SOCAR Malaysia only distribute itself at 450 different locations
both in Kuala Lumpur and Johor Bahru,SOCAR Malaysia is looking into expanding to
northern region and plans to have its service in 1500 locations with 3000 vehicles by the end
of 2019(Lydia Nathan, 2018).
Ovidiu I. (2018). THE IMPORTANCE OF BRAND AWARENESS IN CONSUMERS’
BUYING DECISION AND PERCEIVED RISK ASSESSMENT. Retrieved from
https://core.ac.uk/download/pdf/6393243.pdf
Roopa Singh, & Imran Akhtar Khan. (2018). An Approach to Increase Customer Retention
and Loyalty in B2C World. Retrieved from
http://www.ijsrp.org/research_paper_jun2012/ijsrp-June-2012-40.pdf
Lydia Nathan. (2018). SOCAR to replicate the success of e-hailing. Retrieved from
https://themalaysianreserve.com/2018/11/16/socar-to-replicate-the-success-of-e-hailing/
Promotion
A promotion strategy is an activity that is designed to help boost the marketing of a
product or service. It also take parts in attracting new customers while at the same time
retaining the existing customers.In some extent, it actually builds a competitive advantage to
the competitors among the market.
Promotion of SOCAR Malaysia
-Direct Marketing
SOCAR Malaysia use direct marketing in their business to sell the service.They have
their own mobile applications platform to customers rather than third party to directly engages
with the customers,obtaining response immediately and build long-lasting relationships with
customer.This can ensure that the consumers are provided with the best quality of service and
manage its customer relationship well.
-Digital marketing
SOCAR Malaysia has its own websites,blogs,social media such as Twitter,Facebook and
Instagram, and email to connect with their customers.By sharing post through social media,it
promotes itself by creating brand awareness among the community.In Socar Malaysia
websites,it also have information about their services provided for customers to have clear
view on it.
-Joint promotion
SOCAR Malaysia partner with KFC for promotion.It actually comes out with 3
promotions which is new SOCAR zone at KFC outlets, get RM40 off SOCAR booking with
KFC delivery and special QR code at KFC outlets to get promo code for 3 hours off drive
with SOCAR.SOCAR Malaysia also partner with Touch‘n Go eWallet to come out with an
contest(SOCAR,2018).
-Advertising
Advertising is one of the best way to communicate with customers. Advertising helps
informing and reminding customers about the brands.In SOCAR Malaysia, They did online
advertising such as social media posts.They also have stickers on the cars to advertise
themselves to the public.
https://blog.socar.my/category/promotions/
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MISSION STATEMENT

The mission statement of Socar Malaysia is that,

Fundamental objective of marketing is to create customer satisfaction in a profitable way.

Marketing objectives of Socar Malaysia

-Grow Market Share

Market share represents the percentage revenue of an industry that is occupied by a

Brand awareness is essential in buying decision-making as it is important that customers

Customer Retention is the activity that a selling organization undertakes in order to

The primary objective of business is to attract new customers.In Socar Malaysia,

A promotion strategy is an activity that is designed to help boost the marketing of a

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