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Mazda International Strategy

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Mazda International Strategy
Case Study
International Business Strategy

Group 08 Devansh Bajpai (11) Gopi Krishna Venigalla (14) Mayank Gulati (20)

CASE BACKGROUND
Market Share Growth Rate

Toyota 2 Nissan 3 Honda 4 Mazda
1

43% 25% 10% 8%

10% 10% 15% 47%
26.18%

Production

Domestic
73.82%

Overseas

Strategy

Sales

Develop new products for the market

Build alliances with other automakers

21.59%

Domestic
Overseas

78.41%

OPPORTUNITIES FOR MAZDA
Overseas Sales (2012-13)
-30.5%

16.88% 42.66%

-1.9%

28.5%

13.87%

North America Europe Oceania Others

26.60%
-16.8%

OPPORTUNITIES FOR MAZDA
• To capitalize resurging demand • Positive response in Mexico • Recovering economy of USA • Considering entry into Brazil

Japan

North America and South America

Oceania
• Positive sales data from Australia and New Zealand in last 3-4 years

ASEAN
• High YoY sales growth in countries like Singapore,Thailand and Indonesia

GENERIC STRATEGY USED BY MAZDA

Global Alliances

Market Expansion Strategy

Technological Innovation

Cost Improvement

GENERIC STRATEGY USED BY MAZDA
Global Alliance Mini Vehicle Sports Segment

Fiat Toyota
Hybrid Technology

Suzuki
Joint Production In Emerging market

Mazda
Ford ISUZU Nissan
OEM Supply

Small Size trucks

OWNERSHIP PATTERN

The arrangement between Ford and Mazda is a strategic alliance rather than a joint venture They agreed to more than just working on a project together Ford bought 25% of Mazda’s stock and they have collaborated on several projects

“The equity relationship between Mazda and Ford began nearly 20 years ago. Our actual business relationship began 28 years ago. While the two companies intend for the identities of each company to remain very separate and unique, we also work every day to further strengthen our strategic cooperation.” – James E. Miller, President – Mazda Motor Corporation, April 1999

GENERIC STRATEGY USED BY MAZDA
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