Marketing Strategic Recommendations

This presentation provides strategic recommendations for Mazda to improve its brand position and market capabilities. It discusses the company's segmentation and targeting strategies, brand position, appeal in the market, and differences from competitors. The presentation also covers the marketing mix and provides recommendations for product enhancements, pricing, manufacturing, efficiency, promotion, and CSR programs.

Marketing Strategic Recommendations
Presentation of Recommendations

Table of Content
• Introduction
• Company profile
• Market Focus
• Reasons behind using stated segmentation
• Brand position
• Appeal in the market
• Difference from competitors
• Marketing Mix
• Recommendations
• Conclusion
• References

Introduction
Mazda is a Japanese car manufacturer and currently holds
15th position in producing cars worldwide.
It has the ability to produce 1.5 millions cars in a year for
global sales, out of which almost 1 million are produced in
Japan.
This presentation will state about why and how company
segments as well as targets the population for improving
brand position and market capabilities.

Company Profile
The company has main production facilities in Japan,
Cambodia and ASEAN countries.
It is offering its products in major economies as these are the
markets that have population that can afford products.
Company name Mazda Motor Corporation
Founded January 30, 1920
Headquarters 3-1 Shinchi, Fuchu-cho, Aki-gun, Hiroshima 730-
8670 Japan
Representative Masamichi Kogai, Representative Director;
President and CEO
Main business Manufacture and sales of passenger cars and
commercial vehicles

Cont...
Stock
Information
Authorized: 1,200,000,000
shares Issued: 599,875,479
shares Number of shareholders: 158,602
Capital ¥258,957,096,762
Employees Unconsolidated Male: 19,653 Female: 1,948 Total: 21,601
(including dispatchees)
Consolidated: 46,398
Research and
development
sites
Head Office, Mazda R&D Center (Yokohama), Mazda North
American Operations (USA), Mazda Motor Europe (Germany),
China Engineering Support Center (China)
Production sites Japan: Hiroshima Plant (Head Office, Ujina), Hofu Plant
(Nishinoura, Nakanoseki), Miyoshi Plant
Overseas: China, Thailand, Mexico, South Africa, Ecuador,
Taiwan*1, Vietnam*2, Malaysia*3, Russia*3
Sales companies Japan: 229, Overseas: 141
Principal
products
Four-wheeled vehicles, gasoline reciprocating engines, diesel
engines, automatic and manual transmissions for vehicles

Market Focus
The company is very well focused on targeting the
population on the basis of Family orientation.
While, the segment type is based on demography and
psycho-graphic.
The company will be able to deliver better performance as
they have identified two type of customer.
First one are family oriented and the second one are cost
conservative.

Reasons Behind Using Stated Segmentation
It allows managers in developing strategies which will help
in satisfying consumers in an appropriate manner.
The middle class or family oriented will think of two
different factors which can be exploited by company.
The first reason is cost and second is car capabilities.

Brand Position
It is very important for company to maintain its brand
position in the market so that it can influence market forces
in more effective manner.
The key Feature or upgrade that is made in the car at present
is enhancement in the engine.
The prime difference from competitors is the pricing and
features offered by the company.

Cont...
The current position of company product in market is as
follows:

Appeal in the Target Market
Mazda 3 is a car that offers sports cars feel in family
product. It offers better performance and quality against it
competitors.
The engine is the main aspect which attracts customers
towards company product. They are refined and more
powerful.
Company is constantly introducing changes which are
improving safety measures and standards in their cars.

Difference from Competitors
There are certain differences between competitors offerings
and Mazda3.
The Mazda3 offers better performance, interior designing
and features. In this list Hyundai i30 stands at second rank
and Toyota Corolla stands at 3rd.
At present it is the only car that is offering G-vectoring
system which keeps flow of car on road even better.

Marketing Mix
These are the tools or methods that allow the company in
ensuring that they are able to offer products as per market
requirements.
It is a tool which analyses brand value and company
position in market.
The 4P's are:
Product: The offered product is Mazda 3 with
differentiating features and more powerful results.

Cont....
Price: The pricing of it starts from $20000 to $37000. it has
different variants which varies in features and price
accordingly.
Place: There are different manufacturing plants of company
but most of the products are exported from Japan itself.
Promotion: The company is known to promote its Mazda 3
in various expos, advertisement, sponsorship, etc.

Recommendations
There are certain recommendations for the company that
has to be implemented as to attain higher level of
productivity.
It will have to make changes in the marketing mix:
• It has to add more powerful engine and more
innovative features in its cars to prepare an attractive
package.
• The pricing has to be controlled or slashed as it is a lot
higher then its competitors.

Cont...
• The places of manufacturing has to be increased so that
the added cost of export and import can be reduced.
• Basically, the company had to aim for better and higher
efficiency for which it has to improve its process.
• The places of manufacturing has to be increased so that
the added cost of export and import can be reduced.

Cont...
• The promotional strategies has to be improved. A more
effective method that is social media needs to be used for
reaching out more consumers.
• They have to introduce a effective CSR program that will
enable organisation as well as company in attaining its
goals and objectives.

Conclusion
These changes have to be implemented by making effective
plans and policies so that company influence in other
markets is expanded.
Mazda top management has to keep on analysing the impact
of external factors before they prepare any strategy.

References
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing
meets Web 2.0, social media, and creative consumers: Implications for
international marketing strategy. Business horizons, 55(3), pp.261-
271.
Baker, M.J., 2014. Marketing strategy and management. Palgrave
Macmillan.
Varadarajan, R., 2010. Strategic marketing and marketing strategy:
domain, definition, fundamental issues and foundational premises.
Journal of the Academy of Marketing Science, 38(2), pp.119-140.