ASSIGNMENT 3 MARKETING STRATEGY
TABLE OF contents 3 Executive Summary 4 Introduction The marketplace and influencing factors 5 5 Micro Environment 5-6 The Industry The 7 Competition Other major 8 factors 9 Macro Environment 10 - 12 Consumer Segmentation 13 Conclusion 14 - 16 References
Executive Summary This report offers an in-depth view of the Mazda CX-5 Maxx and reviews all elements of the current environments to produce a recommendation for a marketing strategy. As part of this process, we reviewed and evaluated influencing factors such as the current economic and environmental climate as well as key factors influencing Mazda's consumer base. As there is an insurgance of environmental and economic awareness Mazda need to make more of an effort to showcase both affordability and environmentally positive aspects. This will help consumers in both the information search and evaluation stage to narrow down. Our research into Mazda's current competition highlighted a need for Mazda to diversify their income. Both Honda and Holden have several streams of income which spread both awareness of the brand and profit potential. With this, we defined our research questions and using the method of Internet/Mobile interviewing we created a segmentation portfolio outlining the key segments for the Mazda CX-5. We narrowed these down by profiling groups based on benefits sought. It is recommended: · Mazda focuses on affordability and environmentally friendly aspects of their marketing. · Invest, and showcase the investment, into positive environmental research in order to be at the forefront of any and all breakthroughs in the electric vehicle category. · Additional avenues of income should be considered to help diversify their brand. 3