Madza Marketing Mix Plan
Mazda Motor Corporation, Japan, was founded on January 30, 1920. For the past 90 years, they have been designing and building great cars for car lovers all over the world.
Mazda Motor Singapore Pte Ltd is the authorized distributor of Mazda vehicles, parts and accessories. The company provides warranty maintenance for new cars and repair services. They have been the wholesaler for Mazda products dating as far back as 1963 when Mazda products first arrived in Singapore.
Currently, Mazda Motor Corporation is looking at expanding the market share of their Mazda RX8 in Singapore.
In this proposal, we will be discussing on the current situational analysis, the recommended target segment and most importantly, the theories and strategies in which to apply to make this recommendation a success.
We are proposing to target the Middle Age Mature Consumers in the male segment, who are between 35 to 45 years of age. They should also be in the married with no children stage of their life cycle due to the design of the car. Majority of the consumers in this sample group have a stable income of between SGD$50,000 to SGD$100,000 annually. These people are usually the professional & technical, managers & executives, also known as PMETs, who are most likely to be highly educated.
We will also be applying several theories and strategies to address the full spectrum of the Segmentation, Distribution, Pricing and Promotional process. We will also be addressing the possibility of Channel conflict and how to overcome this issue by using the Channel Management Decisions Theory.
At the end of this report, the management will realise the viability and future rewards that this exercise will bring for the company, how it will benefit the company and the consumers alike and most importantly, how they can increase their market share and brand awareness in Singapore.
2.0 SITUATIONAL ANALYSIS
2.1 Current Product
Mazda RX8 is a pure sports car but at the same time, it also
Mazda Motor Singapore Pte Ltd is the authorized distributor of Mazda vehicles, parts and accessories. The company provides warranty maintenance for new cars and repair services. They have been the wholesaler for Mazda products dating as far back as 1963 when Mazda products first arrived in Singapore.
Currently, Mazda Motor Corporation is looking at expanding the market share of their Mazda RX8 in Singapore.
In this proposal, we will be discussing on the current situational analysis, the recommended target segment and most importantly, the theories and strategies in which to apply to make this recommendation a success.
We are proposing to target the Middle Age Mature Consumers in the male segment, who are between 35 to 45 years of age. They should also be in the married with no children stage of their life cycle due to the design of the car. Majority of the consumers in this sample group have a stable income of between SGD$50,000 to SGD$100,000 annually. These people are usually the professional & technical, managers & executives, also known as PMETs, who are most likely to be highly educated.
We will also be applying several theories and strategies to address the full spectrum of the Segmentation, Distribution, Pricing and Promotional process. We will also be addressing the possibility of Channel conflict and how to overcome this issue by using the Channel Management Decisions Theory.
At the end of this report, the management will realise the viability and future rewards that this exercise will bring for the company, how it will benefit the company and the consumers alike and most importantly, how they can increase their market share and brand awareness in Singapore.
2.0 SITUATIONAL ANALYSIS
2.1 Current Product
Mazda RX8 is a pure sports car but at the same time, it also