Suzuki Samurai Essay

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Case Study on Suzuki Samurai Strategic Marketing • What is Suzuki’s marketing strategy in the U.S? • What are the three major positioning options (as per industry practice) according to a vehicle’s physical characteristics? • What are the pros and cons of positioning the Samurai in each of these segments individually • What are the pros and cons of the “Un-positioning” strategy? • What strategy would you recommend for the Suzuki Samurai in the U.S? What is Suzuki’s marketing strategy in the U.S? • To meet the dynamic market demand, Suzuki changes its policy many times. At first they entered in the US market as exporter of a single product (only motor cycle) with vertical integration. In 1964 Suzuki began exporting motorcycles to the United States where it established a wholly owned subsidiary, U.S Suzuki Motor Company, Ltd., to serve as the exclusive importer and distributor of Suzuki motorcycles. Then it began to export multi products and out sources its one brand: In 1983, General Motors (GM) purchase 5% of Suzuki and helped the company a subcompact car for the US market. The car, named Chevrolet Sprint, was the first entry into the continental US automobile market. GM's success with Sprint showed Suzuki that a market existed for its cars in the continental of United States. Then Suzuki (The always something different car company) planned to introduce several unique vehicles into the US market over time. Suzuki had no guarantee that GM would be willing to market the vehicles. Therefore, Suzuki decided to establish its own presence in U.S automobiles industry. SELECTIVE DISTRIBUTION: • Suzuki’s goal was to establish itself as a major car company in U.S. • To achieve this goal, Mazaa, Vice President of ASMC (American Suzuki Motor Corporation), adopted the step of Convincing prospective dealers to build separate showrooms for the Samurai. • Then he

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