Communication and E-Communication Strategies of Suzuki

The report analyzes the communication and e-communication strategy of Suzuki Motor Corporation. It discusses the electronic and non-electronic methods it applies in its everyday operations and provides recommendations for the company to follow.

iNterpersonal and E-Communication
Strategies of Suzuki
GROUP NAMES
Vishal Patel SHH3008
Parag Patel KAC3290
Gagandeep Singh MMS3009
Sachin Chaudhary PFEC3476

Executive Summary
The chief purpose of this report was to analyze the communication and e-communication
strategy of Suzuki Motor Corporation. The report provided a brief background of the company
and discussed the electronic and non-electronic methods it applies in its everyday operations.
The report further performed a SWO analysis on the company’s communication strategies and
evaluated and compared its strategies to the two rival companies – Honda and Hyundai. The
analysis was followed by recommendations that were suggested for the company to follow. The
report concluded with an overall summary of the report.
Introduction
Communication is an essential, in fact the most crucial aspect of any business in today’s
world where it is known as corporate communication. The advent and spread of globalization has
further enhanced its importance. Business executives have realized the significance of
communication in attracting customers and other stakeholders (Adebayo, Balogun and Kareem
2013). The use of both verbal and non-verbal communication strategies have become an integral
part of the business. Companies use both electronic and non-electronic methods of
communication to respond and address their customers, staff members, suppliers and other
stakeholders and shareholders (Roth 2014). Non-electronic communication methods involve
communication through face-to-face interaction, gestures, and signs and so on. In business,

meetings, conferences, seminars and press conferences are some forms of non-electronic
communication. Electronic communication includes use of social networking sites, official
websites or other forms that does not involve direct human interaction (Wolny and Mueller
2013).
In this report, the communication strategies of Suzuki in both electronic and non-
electronic methods applied in case of customers, staff members, suppliers and the public will be
discussed. Suzuki is one of world’s leading automobile companies involved in the manufacturing
and selling of two-wheeler and four-wheeler vehicles. Michio Suzuki founded it in 1909 in
Japan (Global Suzuki 2018). The report will also include a SWOT analysis of the
communication strategies employed by Suzuki and then provide recommendations based on the
analysis. Prior to the recommendations, the report will compare and contrast the communication
strategies used by Suzuki’s top competitors – Honda and Hyundai. In addition, the report will
present the analysis on the importance of integrating both methods of communication for
effectiveness.
1. Non-electronic communication methods and practices of Suzuki
As Suzuki Motor Corporation is the ninth biggest automotive company in the world, it
has to maintain a good balance between its electronic and non-electronic communication
methods. The company employs over 50,000 thousand workers worldwide and possesses around
35 production facilities in over 20 countries across the globe (Global Suzuki 2018). With such a
huge corporate management to look after, the company has the huge responsibility to apply
effective methods of communication both verbal and non-verbal. Based in Japan, Suzuki has
Japanese as its chief language of communication. However, with such a strong base worldwide,

the company is aware of the need for achieving communication competency in multiple
languages. The company holds an annual meeting each year with top officials attending the
meeting to discuss the company’s financial results and future directions. In the meeting, the
officials use face-to-face interaction methods to put forward their views and ideas. Prior to the
meeting, all officials bow down to greet each other in the traditional Japanese way. Here, they
use the non-electronic and non-verbal mode of communication.
In case of communicating with its shareholders and stakeholders, Suzuki makes sure that,
it uses a language and gesture that is easily understood by them. In most cases, the need for non-
electronic communication arises when official members meet but communication with
stakeholders mostly involves electronic methods. Apart from that, video conferencing, which is
an electronic method of communication, is integrated with non-electronic method that is face-to-
face meeting while conducting the Annual Meeting each year.
The employees of Suzuki use non-electronic communication method at various
showrooms production plants present throughout the world to engage with customers and
suppliers and. The managers and CEOs of respective subsidiary companies and branches engage
in verbal communication with the esteemed customers when they are about to project or sell their
product. The company tries to maintain its inherent tradition and culture of greeting and
welcoming people in all its showrooms. In case of suppliers, the company maintains a strict code
of conduct while engaging in non-electronic communication. The officials, who are responsible
to convey and take messages from the suppliers, have to follow strict protocols set by the higher
management. While communicating with the public for any urgent announcement or during
times of crisis, the company executives gather in an open meeting and communicate their

message through the media. However, in most cases, non-electronic communication is limited
only to company staff and officials.
2. Overview of key electronic media and communication strategies
Suzuki Motor Corp, like most other auto making companies, has incorporated an
advanced use of electronic communication methods that include official webpage, Facebook
official page and so on. The Twitter is however, the most used electronic communication
medium by the company. It has an official account on Twitter from where the company makes
important announcements regarding the promotion or launch of a new product, the change in
prices, and the appointment of new executive leaders and so on. Apart from that, the company
also utilizes emails as an important method for communicating with mostly staff members. It has
its own official website with the name globalsuzuki.com where people can have all the
information from corporate to investor relations to the company’s history. The official site also
flashes latest and breaking news related to the company thus communicating its core information
with the public. Further, the official website has options of global links clicking on which the
customers can have a look at the different countries where the company operates. In addition, the
website has different versions specific to the countries where it has subsidiaries. By allowing the
customers to access their annual reports, disclosure policies and other important information, the
company strategizes to build a strong bond with the customers and maintain it further. The
official website also has a link to the Global Communication Magazine, which is an interesting
part of the company’s communication strategy. An e-magazine, it has account of all the vehicles
launched by the company in different countries over the years.

With the latest updates posted on Facebook each time, the company makes its customers
aware of the new trends in the industry and products that it is about to launch (Malthouse et al.
2013). This strategy allows the company to keep up to date with customers’ changing demands.
The feedbacks posted on the Facebook page by active customers helps largely in rectifying the
mistakes. This is another crucial strategy employed by the company concerning electronic media
and communication. The company also projects all the new vehicles in its official webpage and
allows customers to go through all the new entries in two-wheeler and four-wheeler sections
(Schmitt and Van Biesebroeck 2013).
Advertisement is another effective method of electronic communication employed by the
company. An analysis of the ad campaigns performed by Suzuki reveals that it knew which
segment to target according to the popular culture prevalent in that country. To cite an example,
in India, the company targeted the family-dominant segment by collaborating with Maruti Udyog
Limited (MUL) in 1982 (Nowak 2016). The venture proved extremely successful as it managed
to garner maximum user attention. Similar success was repeated in the Western countries as well
where the company communicated a different message altogether to the population. In the U.S.,
Suzuki promoted its two-wheelers most significantly thus attracting the American youth.
3. SWOT Analysis of Suzuki’s communication methods and practices
The credibility and effectiveness of the communication methods and practices employed
by Suzuki Motor Corp could be properly analyzed by performing its SWOT analysis. by
knowing the strengths, weaknesses, opportunities and threats of its communication strategy,
better strategies can be suggested.

Strengths – the biggest strength of Suzuki’s communication strategy is its applicability in
multiple cultures with diverse cultural backgrounds. The company has been successful in making
successful ad campaigns through its innovative communication strategies that include specific
ads for specific cultures (Mwasilu et al. 2014). In areas of non-electronic communication as well,
the company has been able to create a unique image of itself with its warm welcoming gestures
to the customers. Apart from that, the company has been able to maintain an almost spotless
image since its inception owing to its transparent communication style.
Weaknesses – as opposed to its strength, Suzuki has, as an evident weakness, the lack of
a separate communication specialist team. In addition, it has been incapable of maintaining a
stronghold on the social media sphere like other automobile companies (García-Madariaga and
Rodríguez-Rivera 2017). One of the reasons for this could be the strong Japanese values that the
company executives uphold, which bars them from over exposure. However, this strategy has not
been able to generate much attention or appreciation from the common masses, the target
customers (Diewald et al. 2013). Added to that, there has been a lack of communication between
the chief executive board and its subsidiaries in different countries have resulted in numerous
controversies.
Opportunities – with the advancement in information and communication technology,
businesses have gained an added impetus to connect to customers worldwide (Aiken, Gu and
Wang 2013). To Suzuki also, this provides a great opportunity to connect with customers
worldwide and learn more about them. One of the biggest advantages it has presented is that the
company has been able to make customized cars and motorbikes for the people thus increasing
its brand value. Further, the strategy of Suzuki to stay majorly connected to the people through
Facebook has opportune Suzuki to garner maximum views for its ad campaigns (Hutter et al.

2013). In the company’s official website, it is clearly visible that Suzuki has maintained limited
options for customers to visit other social sites.
Threats – Other companies in the same field are changing their communication strategies
each moment as per the demands of the contemporary business environment. The companies are
coming up with flexible strategies that could be altered as per the trend. This has proved a
serious threat to Suzuki. Apart from that, the new entrants that are coming to the field have come
up with new ways to interact with the customers with the development of mobile applications
(Harrison, Flood and Duce 2013). Customers are able to learn about their favorite cars and bikes
through these applications and receive services as well.
The SWOT analysis reveals that Suzuki is mostly on the right track when it comes to
preparing communication strategies for both electronic and non-electronic methods, however, the
analysis found that it lacks in many areas and must develop innovative ideas to make its
communication plan more effective than its rivals must. An analysis and comparison of Suzuki’s
communication plan with Honda and Hyundai, two of its top competitors shall provide a clearer
picture.
4. Evaluating and comparing communication strategies of Suzuki with Honda and Hyundai
Honda has been one of the fiercest rivals of Suzuki and it has been able to replace the
company several times from the top position. The company has a systematic communication
strategy that involves the brand values majorly. Honda, also a Japanese company, a multinational
conglomerate has a consistent approach towards communication (Global.honda 2018). Focusing
mostly on brand value, its communication strategy involves sales promotions, packaging and
designing, publicity and public relations, event marketing, point of sale, direct response, direct

marketing and media advertising. The brand has evolved mostly through its innovative ad
campaigns where the makers have been able to focus on specific features related to every model.
In its four-wheelers segment as well, Honda emerged as successful by applying its cohesive
communication strategies. Similar to Suzuki, Honda also has minimum presence on the social
media platforms with studies suggesting that more than 90% customers do not follow Honda in
Facebook. In addition, it was also found that both owners and non-owners of Honda four-
wheelers learnt about its features through word of mouth and the internet, like Suzuki
(Motohashi 2015). It is thus evident that Honda and Suzuki apply similar communication
strategies when it comes to utilizing the social media.
Hyundai, on the other hand, initially had very weak communication strategy with most of
the data and information going unrecorded in the company website. A South Korean automotive
company operating in numerous countries, Hyundai has been able to come out of that slump and
prepare strategies that led to its unimaginable boost especially during the 2009-2010 periods
(Cbsnews.com 2018). The company was able to grab and capitalize on opportunities it received
and prepared ad campaigns that boosted the company’s sales. Within the company’s own
organization, the communication methods – electronic and non-electronic – Hyundai has
somewhat similar methods to that of Suzuki with major difference being the South Korean and
Japanese way of greeting. Unlike Suzuki however, Hyundai has strong social media presence. Its
official website provides links to Facebook, YouTube, Google+, Twitter and even Instagram
(Hyundai.com 2018). In this regard, Hyundai has an edge over Suzuki because all these
platforms have huge customer base.
Recommendations

After undertaking a thorough analysis of the communication methods, strategies and
practices of Suzuki Motor Corp, it is evident that it has a solid strategy but needs improvement in
many areas. It is important for an automotive company to be creative and innovative while
communicating with the customers particularly. The company must also understand the
dominant presence of the social media in people’s lives and accordingly plan its strategies. The
following recommendations could be made for the company to follow in order to increase its
consumer base.
• It is recommended that Suzuki should have accounts in other social networking sites like
Instagram, Twitter and LinkedIn and not just in Facebook and YouTube.
• Further, it is recommended that the company should allow its users the opportunity to
give feedback on its official webpage while browsing through its new and upcoming
launches.
• The company should develop mobile applications and collaborate with mobile companies
to include their applications in their phones thus empowering the customers even more.
• It is also recommended that the higher executives communicate more often with the
employees especially in the subsidiary companies of other countries such that there is no
lack in information exchange.
• Further, it can be recommended that the company should be more flexible when it comes
to giving itself the exposure it needs amongst the tech-savvy generation.
• Lastly, the company should find new ways to attract car lovers especially in Asian
nations to ensure it stays ahead of the competition.

Conclusion
In the end, it can be concluded that both communication and e-communications strategies
employed by Suzuki are effective but with some drawbacks. The report provided an overall
analysis of the communications methods and practices followed by the company. It found that
the company has limited social media exposure while its non-electronic communication methods
are better than its electronic communication methods. The report also found that two of its fierce
competitors Honda and Hyundai have certain similar and some dissimilar communication
methods to Suzuki. The report did a SWOT analysis of the company that revealed the various
weaknesses it had and the opportunities, strengths and threats it possessed. The analysis found
that Suzuki had least exposure to social media platform with only Facebook and YouTube being
its two social media communication tools. The analysis also revealed the opportunities the
company has to improve its communication strategies. Suzuki is a well-known name in the field
of auto making and with an improved communication strategy; the company could stay ahead of
the competition. Amongst its threats are the new entrants within the automotive industry and the
old established players who are adjusting as per the changing trends. The report then analyzed
the communication strategies utilized by the company’s two key rivals, Honda and Hyundai. It
was found that both the companies have unique communication strategies and both are active in
various social media platforms. The report then provided some recommendations to the company
to respond strongly to its competitors by developing a strong communication practice.
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