Download - Suzuki Presentation
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Product strategies for new marketsand existing categories
Chandrabhan Singh Nathawat 10DM-037
Perrine Lotin 11FRN-163
Swann le Moigne 11FRN-164
Jakub Domeracki 11FRN-165
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Suzuki Motors
Established in 1909 by Michio Suzuki as
loom manufacturing company.
Manufacture the first bike in 1952 and
renamed as Suzuki Motor Company, Ltd.
Started manufacturing cars in 1961 with
first model Suzulight.
Started exporting motorcycles to US in
1964.COMP
ANY
PRESEN
TATION
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American Suzuki Motor Co.
ASMC was launched as a subsidiary of
Suzuki Motors in US headed by Douglas
Mazza.
Initially it was to be launched in 1989, but
due to new entrants they changed their
plan and pre pond the penetration.
COMP
ANY
PRESEN
TATION
Company overview Cars market Customer profile - Recommendations
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Dealer Network in US
Separate showrooms for Samurai by theprospects Dealers
With the introduction of new models in
product line the staff, facility would beincreased
37 cars given to each dealer to sell
calculating 30 needed to be sold forcovering monthly operating cost. Later setto 47 cars per dealer.
COMP
ANY
PRESEN
TATION
Company overview Cars market Customer profile - Recommendations
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Ansoffs Matrix
Market
Penetration
Product
Development
MarketDevelopment
DiversificationAUT
OM
OTIVE
M
ARKET
Company overview Cars market Customer profile - Recommendations
PRODUCT
MARKET
Existing New
New
Ex
isting
Selling existingproduct to new
types of consumer
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Market Positioning
AUT
OM
OTIVE
M
ARKET
Company overview Cars market Customer profile - Recommendations
A (minicompact)
B (subcompact)
B+
C (compact)
C+
D (family)
Compact Pickup
Pickup
SUVFUN CATEGORY
Distinctive / Design
Practical
Low Price High Price
Pros:
Same style / 4X4 / Off-road
Cons:
Low market volume
Pros:
Great imported car (56%)
Cons:
Lose subcompact customer
Pros:
Large mkt / good
milage /price lower
Cons:
Less confort
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Target sales by segment
AUT
OM
OTIVE
M
ARKET
Company overview Cars market Customer profile - Recommendations
SUV Compacy P/U Subcompact
% total industry 3% 8% 12%
% of imported 6% 56% 46%
% target imported 120% 22% 4%
% target segment 7% 12% 2%
Samurai target :
30 000 units
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Suzuki survey from Canada
Cars sold 4000 in 1984
75% Male
62% between 18 to 34 years old
Average age of buyers 33
51% lived in two-person household with average income $43 800
Suzuki Samurai one world description FUN 41%
Main reason for purchase Design/Appearance 64% and Economy/Value
55% Within group 4x4 39%, good looking 22%
Disadvantage of the study: strong climatic and cultural differences
Company overview Cars marketCustomer profile - Recommendations
CU
STOM
ER
PROFILE
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Suzuki survey from Florida
Cars sold 3000 in 1984
Buyer two major groups:
young, on average 18 to 30 years
Single
First time car buyer
Also young woman
People above 30
Both single and married
Suzuki bought as a third or fourth vehicle
Disadvantage of the study
not nationwide but still bringing strong cluesabout potential buyer
Company overview Cars marketCustomer profile - Recommendations
CU
STOM
ER
PROFILE
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Suzuki survey
Major ways of getting information about car:
Word of mouth
Dealership
Most important features for the client: price, versa and and the fact thatmodel was convertible
Four-wheel drive was not consider as the principal feature of the car
Car perceived as a symbol of independence
Appearance linked strongly to attitude - car attractive for young or young-
at-heart
Company overview Cars marketCustomer profile - Recommendations
CU
STOM
ER
PROFILE
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Target Group
Both man and woman
Aged between 18 and 25
Buying first car or second/third car in the household
Price sensitive
Looking for fun from using a car
Interested and versality and convertability
Treating a car as a symbol of independence
Expecting to have a limited use of 4x4 feature
Looking for car not fitting the classical market segmentation
Company overview Cars marketCustomer profile - Recommendations
CU
STOM
ER
PROFILE
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PERCEPTUAL
M
AP
Company overview Cars market Customer profile - Recommendations
Off road
Everyday
Domestic Sport
Utility
Domestic Pick up
Import Sport
Utility
Import Pick up
Good Off road
Good Every Day
Poor Off road
Poor Every Day
Good Off road
Poor Every Day
Poor Off road
Good Every Day
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PERCEPTUAL
M
AP
Company overview Cars market Customer profile - Recommendations
Comfort
Styling
Domestic Sport
Utility
Domestic Pick up
Import Sport
Utility
Import Pick up
Good Comfort
Good Styling
Poor Comfort
Poor Styling
Good Comfort
Poor Styling
Poor Comfort
Good Styling
Market Gap
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Recommendations
Company overview Cars market Customer profile - Recommendations
RE
COM
M
ENDAT
IONS
Both man and woman
Aged between 18 and 25
Buying first car or second/third car in the household
Price sensitive
Looking for fun from using a car
Interested and versality and convertability
Treating a car as a symbol of independence
Expecting to have a limited use of 4x4 feature
Looking for car not fitting the classical market segmentation
A
(minicompact)
B
(subcompact)
B+C (compact)
C+D (family)
Compact
Pickup
Pickup
SUVFUN
CATEGORY
Segmentation based on attitude:
Professional
Neutral
Strong
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Recommendations
Positioning :
- In between the present group
Tag line:
If you are bored with your limo or SUV and
you are looking for sheer fun go forSamurai.
The Fun was never so accessible
Company overview Cars market Customer profile - Recommendations
RE
COM
M
ENDAT
IONS