suzuki presentation

8/4/2019 Suzuki Presentation

1/15

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


2/15

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

Company overview Cars market Customer profile - Recommendations


3/15

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



4/15

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



5/15

Ansoffs Matrix

Market

Penetration

Product

Development

MarketDevelopment

DiversificationAUT

OM

OTIVE

M

ARKET


PRODUCT

MARKET

Existing New

New

Ex

isting

Selling existingproduct to new

types of consumer


6/15

Market Positioning

AUT

OM

OTIVE

M

ARKET


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


7/15

Target sales by segment

AUT

OM

OTIVE

M

ARKET


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


8/15

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


9/15

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


CU

STOM

ER

PROFILE


10/15

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


CU

STOM

ER

PROFILE


11/15

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


CU

STOM

ER

PROFILE


12/15

PERCEPTUAL

M

AP


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


13/15

PERCEPTUAL

M

AP


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


14/15

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


15/15

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


RE

COM

M

ENDAT

IONS

suzuki presentation

Documents