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Erin McKenna Ryan Smith Cara O’Leary Ryan Sloan

AMERICAN. SUZUKI. MOTOR CORP . Erin McKenna Ryan Smith Cara O’Leary Ryan Sloan. SITUATIONAL. ANALYSIS. FIRM. SUMMARY. Japanese manufacturer of: ATV and Motorcycles Automotives Marine Motors. Japans second largest manufacturer of small cars and trucks.

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Erin McKenna Ryan Smith Cara O’Leary Ryan Sloan

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  1. AMERICAN SUZUKI MOTORCORP. Erin McKenna Ryan Smith Cara O’Leary Ryan Sloan

  2. SITUATIONAL ANALYSIS

  3. FIRM SUMMARY • Japanese manufacturer of: • ATV and Motorcycles • Automotives • Marine Motors • Japans second largest manufacturer of • small cars and trucks • dominant presence in India's market • holding 37% market share as of 2012 • introduced to the united states market • in 1985

  4. CURRENT SITUATION • struggled to gain range of customers in us • market due to: • limited styles of vehicles • poor communications strategy • resulted in withdraw from American • market • Vehicle negatively viewed in America as a • low cost low quality

  5. SWOT ANALYSIS Communications strategy Quality • Industry knowledge and experience • Motorcycle brand image • Unique outdoor product Strengths weaknesses

  6. SWOT ANALYSIS • Grow brand image • Rise is auto-sales at end of the year(demand) • GSXR model • Jump in sales may not be for long • Decrease in motorcycle brand image opportunities threats

  7. SUZUKI PLAN • reintroduce Suzuki to the American • market • rebrand and recreate Suzuki’s image • reevaluate target market and • communication style • recreate Suzuki’s customer loyalty

  8. WHAT IS SUZUKI YOUNG ECONOMIC COMPACT ADVENTUROUS VERSITILE SPORTY FRESH lifestyle quality

  9. MARKETCOMMUNICATIONS ANALYSIS

  10. SUZUKI COMPETITION

  11. SUZUKI OPPORTUNITY • generation “y” (22-30 years of age) • capitalize on motorcycle drawn • customer brand loyalty • rebuild reputation in • Safety • quality

  12. TARGET MARKET • generation y • low-moderate income • in search of reliable car • Suzuki motorcyclists • capitalize on brand loyalty • use of Suzuki's brand year round • low income professionals • located in cities and urban centers • in need of a compact vehicle for • parking and decent fuel economy • young outdoor and adventure seeking • north americans whose climates are • seasonal

  13. COMMUNICATION OBJECTIVES

  14. PAST COMMUNICATIONS • criticized for childish, toy like • branding of their automotives in • America • inconsistency amongst campaigns • pez commercial (1992) • optimus prime voiced commercial (1988)

  15. FUTURE COMMUNICATIONS • consistency • appeal to target markets

  16. media PLAN

  17. MARKETING ANALYSIS • Revamp struggling brand by creating awareness • Secure North American auto presence • Sales growth objective for 2015 • 2012: 3% Market share and sold 5,500 vehicles in Canada • Targeting generation y males and females. • outdoor and adventure seeking • Seasonal North American climate

  18. ADVERTISING ANALYSIS • Will focus advertising on: • Magazines (Motorsports Magazine and Car and Driver) • Social Media Networks • TV (Motorsport TV and Car and Driver) • For existing Suzuki customers, get them to link existing qualities to future purchase decisions • For future customers, create the image that people will want to see themselves driving and experiencing both products

  19. BUDGET IMPLEMENTATION - Spend carefully in our first year - Outlets chosen will tailor to our target markets lifestyle - Measure the success of the campaign as it progresses - Ads and Promotions timed and marketed strategically starting this May - Apply strength, which is adaptive in order to appealing to it s broad market

  20. MAGAZINE • We will be reaching a large target audience • In year one we will only be advertising in Motorsports Magazine and Car and Driver. • Negotiate contracts with magazine companies for ads at the right times and • Depending on the success of these ads, we will either increase ad frequency in our current magazines or extend to new ones.

  21. TELEVISION • Create the image that everybody should jump on the Suzuki bandwagon • You can own a quality bike and car as a pair made by for under $25,000! • Time the ads so that we reach the proper market segment at right times. • Music, theme, setting • Motorsports Magazine and Car and Driver. • Increase or decrease our spending in the future depending on response

  22. MONSTER PROMO • Increase customer reach by building on their large target market • Opportunity to for Suzuki to increase brand • Begin with smaller and amateur racing events and eventually move our promotion to a larger scale. • Athletes as role models, this will get their fans to want to drive that car too.

  23. CRITERIAOF CONTROL IMPLEMENTATION

  24. IMPLEMENTATION SCHEDULE

  25. EVALUATION OFCAMPAIGN

  26. Evaluation METHODS

  27. DRIVE ON

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