MKT10007 Fundamentals of Marketing: Mazda Strategic Recommendations

This presentation provides strategic marketing recommendations for Mazda, a Japanese car manufacturer. It analyzes the company's profile, market focus, segmentation strategies, brand positioning, and competitive landscape. The presentation highlights Mazda's appeal in the target market, particularly the Mazda 3 model, emphasizing its engine performance and safety features. It also identifies differences from competitors like Hyundai i30 and Toyota Corolla. The marketing mix (product, price, place, promotion) is examined, and recommendations are made to enhance the engine, control pricing, expand manufacturing locations, improve promotional strategies through social media, and implement effective CSR programs. The presentation concludes by stressing the importance of adapting to external factors and expanding market influence. Desklib offers a range of solved assignments and past papers for students.

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.