2.0 SITUATIONAL ANALYSIS
2.1 Current Product
Mazda RX8 is a pure sports car but at the same time, it also showcases the classy look. It is considered a consumer good and is one of the actual products of Mazda, one of the well known brands in the Singapore car industry. It has a unique Product Features which is the freestyle door system which opens up a huge space for easier entry and exit where most sports cars do not have this feature and has only 2 doors. The outlook of Mazda RX8 is very attractive for men who are at the stage of adults in the Changing Age Group whose ages ranges from 20 to 34 as it got a sporty look and the multiple functions it carries makes driving a Mazda RX8 more comfortable. It is considered a specialty good as not all people needs such a luxury car to move around Singapore which is a small country. Some people will probably choose a less expensive car to drive as they will mainly use it as a transport only and do not care about status. Currently, as we choose to believe, this car is in the maturity stage for its targeted group of consumers. Even though the company is showing the specifications of this car clearly on all its marketing collaterals, consumers might not be able to understand the technical issues or language used. They could use simpler terms to describe the technical terms used so that it will be easier for the consumer to understand. 2.2 Current Pricing
The price of a Mazda RX8 is around SGD$134,888 and we will say that they are using the Skimming Pricing Strategy as their price is considered quite high for a car in this range compared to cars of other brands such as Toyota, Honda or even Mitshibishi. Since they are using the Skimming Price Strategy, they are competing on the non-price strategy as a high-end product normally looks more on the status positioning in the market and also the features of that particular product. 2.3 Current Distribution
They are using the Indirect Distribution Channels as people are able to buy the car not only at Mazda showroom but also at other automotive shops / general Retailers who sell many different...