Situational Analysis and Target Market of Mitsubishi Motors

Report

REPORT :1
Contents
Introduction................................................................................................................................2
Situational analysis of Mitsubishi Motors..................................................................................2
Strength...................................................................................................................................2
Weakness................................................................................................................................2
Opportunities..........................................................................................................................3
Threats....................................................................................................................................3
Target market.............................................................................................................................3
Target Market Decision Making Process...................................................................................4
Social factors affecting buying behaviour..................................................................................4
Psychological factors that influence buying behaviour.............................................................5
Personal factors affecting customer behaviour..........................................................................6
Recommendation........................................................................................................................7
Conclusion..................................................................................................................................9
References................................................................................................................................10

REPORT :2
Company background
It is recognised as sixth largest automobile manufacturer in Japan and sixteenth in the world.
The corporation`s subsidiaries are diverse organisation that are engaged in wide variety of
actions and activities on a global level. Mitsubishi motors is headquatered in Tokyo
(Mitsubishi, 2017). The mission is to provide new customers with creative service. The vision
is to create vibrant society that realise the potential of mobility. In 2017, the market share was
lying approximately 103.686 and nearly it remains from 55 percent to 60 percent (Mitsubishi,
2017).
1. Situational analysis of Mitsubishi Motors
PESTLE analysis
Political factors  The Japan’s government has limited
the number of cars that slowly effect
the sales.
 The government is interested in
attracting foreign organisations to
invest in Japan (Mitsubishi, 2017).
 Legal framework, risk of invasion,
intellectual property, and trade
regulations affects before entering in
a particular market (Mitsubishi,
2017).
 Pricing regulation due to
government enforcement can be a
regulatory mechanism for

REPORT :3
automobile industry.
Economic factors  Investing and selling in Japan will
not add to the cost of extra tariff.
 Petrol cost had to accommodate for
market to bring economical cars in
market.
 As Japan is very prone to natural
disasters and it erodes the
purchasing power.
 Inflation decreases the purchasing
power of the population due to
fluctuation in currency.
 Discretionary income,
unemployment rate and business
cycle stage affects the operations of
Mitsubishi Motors.
Social factors  USP of Mitsubishi is easily modified
as per the performance (Durmaz,
2014).
 Social dynamics is comprised of
urbanisation, demography, rate of
growth and social preferences that
fluctuate the sales.
 Demographics and educational skill
set level of people around (Durmaz,