MKT10007 Fundamentals of Marketing Assignment 3: Marketing Strategy Mazda CX-5 Maxx Manual 1 2
Executive Summary This report provides an in depth situational analysis of the Mazda CX-5 maxx sport and provides a foundation for a marketing strategy. As part of the analysis marketplace and influencing factors, consumer segmentation and segments attractiveness were all explored in order to provide understanding of consumers and the CX-5- situation weithin tacy market, using this information to segregate the consumers and identify areas for further investigation and research. The research in this report draws attention to a number of key findings about the current state of Mazda's marketing environment. Firstly due to the car industry being in the "Late Maturity Stage" it is unlikely that new brands will enter the market due to the dominance of established brands. The emergence of environmentally sustainable products in the car marketplace are becoming a factor in consumer decision making process. In addition our good consumer segmentation findings conclude that the consumers who drive "moderately" are the most attractable consumers to target as they are ideal for Mazda's goals. Finally our research suggest that Mazda could use additional research to find out viable business ventures that other competitors may not have tapped into yet. It is recommended: . Due to fierce competition Mazda should focus on attaining more market share by building upon their products and brand . Mazda invest and research environmentally viable cars in order to catch up and eventually overcome the success of other car manufacturers like Nissan and Toyota. . Mazda should focus on gaining more dominance in the "moderate" consumer segment as this is ons line with both Mazda's existing goals and strategies. · Additional research should be undertaken to determine if possible business ventures are viable that other competitors may not have penetrated already or if emerging markets are starting to appear. 3
Table of Contents Sean Mangio: 100580447 Executive Summary (Scott) Table of Contents Introduction 1. The marketplace and influencing factors 1. 1 The Micro-Environment 1.1.1 The Industry (Overview & Summary) 1.1.2 The Competitors 1.1.3 Insert Title Here (Scott) 1.2 The Micro-Environment 1.2.1 Insert Title Here (Scott) 3. Consumer Segmentation 2.1 Profiling clements defined 2.2 Justification of segmentation base 3. Segment Attractiveness 3.1 Size and Growth 3.2 Structural Attractiveness 3.3 Company Objectives and Resources 3.4 Additional Factors 3.4.1 Market Factors: Life Cycle Stage 3.5 Most Attractive Segment 4. Recommendations for additional research good 4.1 Additional Research 4 2 Primary Research 4.3 Research design Recommendations Introduction 4