Mazda ( 2019) Cx- FUN DA
Executive Summary This report is intended to develop a marketing strategy for Mazda CX9. The specific brand considered is Mazda Cx9 Sports AWD. Section 1 shows the current postion of Mazda in the market .. There are changing consumer preferences towards smaller and fuel efficient cars but there is also a strong demand for SUV's. The industry is mature, fragmented and highly competitive leading to future trends in fuel efficient cars with low emissions and to electric cars to overcome these constraints. The main competitors of the Mazda CX9 Sports are the Toyota Kluger GX and Hyundai Santa Fe CrDi, all with some comparable features and similar price brackets. The CX9 is the most expensive and also offers good ride and quality, whilst the Santa fe has many features with a much cheaper price. Demographic and natural factors has influenced the market. Increased level of education suggest a demand of high quality products and the change of age structure of Australian population indicates a group of target consumers for CX9. Shortage of non renewable resources had caused high energy prices and therefore Mazda has to manufacture fuel efficient cars or other alternatives that has less impact to the environment. A recommendation for additional research is to be conducted to understand the consumers demand and preferences of Mazda cars.It is suggested to use a research technique of using a questionnaire survey 1
on prospective buyers to identify if Mazda has able to connect with their demands. Consumer segmentation has considered age, disposable income, and lifestyle as the main characteristics. It is shown that age, income and lifestyle are the best areas for segmentation in Mazda. Grownups are the best segment for Mazda marketers to focus on as they are at the family life stage, financially capable and aligned to quality, brand and loyalty. It is recommended to further investigate methods of improved targeting this segment with digital media either as car reviews or social media. 2