I. About SUBARU
The three largest automobile manufacturers in Japan are Toyota, Nissan and Honda. SUBARU (http://www.subaru-global.com/) is the medium-sized car manufacturer in Japan. Certainly, SUBARU is not large in scale compared with such three major manufacturers, but in recent years, SUBARU has greatly increased the number of sales. Although SUBARU is not high in share of sales, it has greatly increased sales in the North American market in particular. In doing so, SUBARU has actively developed the marketing strategy based on customer preferences in North America. As a fact, SUBARU's flagship model Legacy has been growing in its body size year by year to meet the needs of the North American market.
Furthermore, SUBARU recently changed the company name. Although the company name was Fuji Heavy Industries with the …show more content…
Firstly, the segmentation in such STP is people who are considering buying their own car. Among them, SUBARU has been supported by a specific segment that like to drive a car as a target. However, high safety technology has been drawing attention in recent years. Therefore, SUBARU can target a wide range of generations such as young people, family with children, retiree. As for positioning, it should be considered as beneficial to utilize the two-axis perception map. It is mentioned in the Globis MBA Marketing (2008, pp. 58-59) that the perception map is effective in confirming whether positioning decided by companies is consistent with customers' needs in reviewing such positioning. Considering the driving and safety of SUBARU cars on the two axes, the stability with the horizontally opposed engine and safety by Eyesight should be regarded as outstanding. Consequently, these two axes are the inherent features not found in mass-produced vehicles of Toyota, Nissan and
The three largest automobile manufacturers in Japan are Toyota, Nissan and Honda. SUBARU (http://www.subaru-global.com/) is the medium-sized car manufacturer in Japan. Certainly, SUBARU is not large in scale compared with such three major manufacturers, but in recent years, SUBARU has greatly increased the number of sales. Although SUBARU is not high in share of sales, it has greatly increased sales in the North American market in particular. In doing so, SUBARU has actively developed the marketing strategy based on customer preferences in North America. As a fact, SUBARU's flagship model Legacy has been growing in its body size year by year to meet the needs of the North American market.
Furthermore, SUBARU recently changed the company name. Although the company name was Fuji Heavy Industries with the …show more content…
Firstly, the segmentation in such STP is people who are considering buying their own car. Among them, SUBARU has been supported by a specific segment that like to drive a car as a target. However, high safety technology has been drawing attention in recent years. Therefore, SUBARU can target a wide range of generations such as young people, family with children, retiree. As for positioning, it should be considered as beneficial to utilize the two-axis perception map. It is mentioned in the Globis MBA Marketing (2008, pp. 58-59) that the perception map is effective in confirming whether positioning decided by companies is consistent with customers' needs in reviewing such positioning. Considering the driving and safety of SUBARU cars on the two axes, the stability with the horizontally opposed engine and safety by Eyesight should be regarded as outstanding. Consequently, these two axes are the inherent features not found in mass-produced vehicles of Toyota, Nissan and