Mazda Opportunity Identification

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OPPORTUNITY IDENTIFICATION


Table of Contents1. Company Profile2. Vision, Mission, Values3. Product Portfolio4. SWOT5. Platform Opportunities6. Consumer Needs/Market Trends7. Product Innovation Charter

http://cdn.gmotors.co.uk/news/wp-content/uploads/2011/08/2012-Mazda3-facelift-1.jpg


Company Profile

• Mazda is a Japanese automaker based in Hiroshima, Japan.

• Mazda began in 1920 as the Toyo Cork Kogyo Co., Ltd.

• Located in Hiroshima, Japan, the Toyo Kogyo company started from manufacturing machine tools and weapons to manufacturing vehicles.

http://www.grandstrandmiataclub.com/wp-content/gallery/stu-karen-slifkin-japan/japanMazda_1.jpg

• The name Mazda was formally adopted in 1984. Mazda derives from the god of wisdom, intelligence and harmony, Ahura Mazda.

http://ahuramazda.org/faravahar.gif

• The Mazda brand symbol expresses Mazda’s dedication to the continuous growth and improvement.

• It is a symbolic development of the Mazda “M”, and shows the company stretching its wings as it soars into the future.

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VISION MISSION VALUETo create new value, excite and delight our customers through the best automotive products and services.

With passion, pride and speed, we actively communicate with our customers to deliver insightful automotive products and services that exceed their expectations.

We value integrity, customer focus, creativity and efficient and nimble actions and respect highly motivated people and team spirit. We positively support environmental matters, safety and society. Guided by these values, we provide superior rewards to all people associated with Mazda.

http://cdn.gmotors.co.uk/news/wp-content/uploads/2011/08/2012-Mazda3-facelift-3.jpg


ZOOM-ZOOMProvide all customers who purchase Mazda vehicles with driving pleasure as well as outstanding environmental and safety performance.

KODOSoul of Motion – Mazda feels that a car should give the feeling as if it is a living being. “Design without passion won’t imbue a car with soul”.

“We aim to become a ‘premium’ brand in the hearts and minds of our customers” – President and CEO Masamichi Kogai

http://worldcarfanz.com/wp-content/uploads/2015/01/new-2015-MAZDA-RX9.jpg


Product Portfolio - SKYACTIV

Base TechnologiesSkyactiv-g Engine - A highly efficient direct-injection engine with the highest compression ratio. Diesel engine has world’s lowest compression ratio.

Skyactiv Transmissions - Highly efficient, smooth shifting, compact size to reduce weight.

Skyactiv Body and Chassis - Lightweight but rigid. Roadster quality feel with improved comfort and security.

i-stopIdling Stop System - Saves fuel by automatically shutting off the engine when driver brings car to standstill and restarting engine when vehicle returns to motion.

Improves fuel efficiency by approximately 8%

i-ELOOPRegenerative Braking System- Stores the energy usually lost from braking and uses that kinetic energy to power electrical components, such as air conditioner, headlamps, audio equipment, etc...

SKYACTIV-HybridHybrid System- Uses an electric motor to assist gasoline engines at times when energy efficiency is low.

Can provide a substantial boost in overall efficiency, including fuel efficiency.


Product Portfolio - 2015 Lineup

Mazda 3

Mazda 2 Mazda 6

Mazda MX-5

Mazda CX-5Mazda 5

Mazda CX-9


MONOTSUKURI INNOVATION• More efficient production of various competitive models• Common use of platforms, parts, and systems with integrated planning• Design that considers production lines

“We have an assembly line that will manufacture two three four vehicles even five different vehicles on a the same assembly line” -Derek Jenkins, Director of Design Mazda North America

http://www.headlightmag.com/main/images/stories/jimmy01/Mazda/2006_06_30_Mazda_Ujina_Factory.jpg


SWOT AnalysisStrengths• Value (low-cost) and efficient• Skyactiv Technology• KODO - Soul of Motion• Monotsukuri Innovation• Promotes sales at the price without discounting

in global markets

Weaknesses• Brand image• Low prices perceived as low quality• Little market prescence/reputation -Always seen as underdog

Threats• Volume Based Competition (Honda, Nissan,

Toyota)• Image/Design Based Competition

(Volkswagen, Subaru, BMW, Audi)• Lack of experience with Hybrid/Electric• Consumers not receptive to new vehicles

Opportunities• Introduce new Hybrid/Electric vehicle• Boost brand image• Improve environmental/sustainability efforts


Platform Opportunities - LifestyleCreating a safe, family-accommodating sedan with a fun, sports car feel.

Potential Users: Value-based customer who seeks the space needed to support a family but doesn’t want to sacrifice performance.

Psychographics: Any consumer who seeks the need for self-expression, are young at heart and appreciate the joy of driving.

“Mazda targets those who truly enjoy the experience of driving.” -Derek Jenkins, Director of Design Mazda North America

http://lds.net/wp-content/uploads/2014/06/happy-family-silhouette-.jpg


Platform Opportunities - TechnologyNew technologies which together realize an unprecedented balance of driving pleasure and environmental and safety performanceHybrid/Electic Market -Growing rapidly but still incredibly small and real success has been in the higher end price segment.

Continuing to perfect their internal combustion engines, while all the other companies are heading towards fully electric.

“Typically our cars are the lightest cars in their class which is a big part of our efficiency and safety and performance message.” - Derek Jenkins, Director of Design Mazda North America

http://upload.wikimedia.org/wikipedia/commons/9/98/Mazda3_Skyactiv_engine.jpg


Platform Opportunities - BrandBrand Strategy: To create an emotional bond with the potential consumers in order for them to choose Mazda over other brands → Mazda DNA.Monotsukuri - • Translates to “making things”.• Sharing parts → building parts faster

→ greater availability of Mazda parts

Personality is defined as Stylish, Insightful, and Spirited. Product is defined as Distinctive Design, Intuitive Function, and Responsive Driving.

Just in time parts delivery → lowering the cost of manufacturing → being able to lower the cost of the car → reaching the value-based target consumer.

http://www.caradvice.com.au/wp-content/uploads/2012/12/Mazda-CX-5-static1.jpg


Consumer Needs/Market Trends“Those individuals who stay young, have a good capability to express themselves, are always passionate and are self-confident in their choices.”Mazda Market - • Speed and Technology lovers• Like Environmental and Safety

Performance• Young at heart• Confident & Liberative Consumers

Market Trends -• Electric Cars• Hybrid Cars• New bold body styles

Customer Needs - • Comfort, Stylish, and Insightful

(Distinctive Design).• Safety and Quality Assurance• Environmental Awareness• Price Convenience

http://www.beacar.com/wp-content/uploads/2014/10/2014-Mazda3-Grey-Side-In-Motion-02.jpg


Product Innovation Charter

BackgroundMazda has developed its business by providing cars that are fun to drive. It is Mazda’s duty as well to provide excellent environmental and safety performance. As hybrid technology becomes more and more prevalent in today’s markets, Mazda will reduce their environmental footprint with their future plans being to create and implement new environmentally friendly technologies that will continue their emphasis on the enjoyment of driving while developing their Skyactiv technology to perform at optimal levels. Mazda will gradually make their way into the Hybrid market while still utilizing their high compression petroleum-based engines.

FocusDevelop a full-size sedan hybrid that further incorporates the innovative Skyactiv technology. It should be able to give you all the amenities of a full size luxury sedan, while giving you the full Mazda driving experience. While having the highest fuel efficiency in it’s class, it should still be valued at a price similar to Mazda’s other more compact models.


Product Innovation Charter

Goals and ObjectivesShort term goal: Maintain a solid footing in the marketplaceBring a full-size sedan to the current Mazda LineupImprove brand recognition by introducing a new product to a new market.Long term goal: To gradually increase Mazda’s visibility in the Hybrid market by improving on the current Skyactiv Hybrid technology while maintaining their emphasis on the improvement of their Skyactiv Petroleum based engines.

Guidelines• Maintain Mazda’s Vision, Mission, and Values• Keep Mazda value driven with an emphasis on driving pleasure• Mazda Kodo: Soul of Motion• Break into the Hybrid Market and have Vehicle in the Market in minimum 5 years• Implement the ideals of Monotsukuri in the manufacturing of the car


Michael Potts, Matt Barrera, Paul SuteuIvone Perez, Anita Wang, Kellie Jack


Links

Front Page Imagehttp://www.japanesesportcars.com/photos/d/615196-1/2014-mazda3-hatchback-007.jpg

Product Portfolio ImagesMazda 2 - http://cdn.mazda.co.za/vpp/assets/models/mazda-2/gallery-images/front-view-aquatic-blue-mazda2.pngMazda 3 - http://mycars.country/wp-content/uploads/2014/11/2015-mazda-3-facelift.pngMazda 6 - http://www.motortrader.com.my/images/new_cars/mazda/6/mazda6-teaser.pngMazda mx5 - http://www.wanneroomazda.com.au/wp-content/uploads/2012/08/mazda-mx5-gallery2.pngMazda cx9 - http://www.stevensmotors.co.nz/images/589/275/mazda-cx9-header.pngMazda cx5 - http://cdn.mazda.co.za/vpp/assets/news/cx-5/cx5article.pngMazda 5 - http://d1ek71enupal89.cloudfront.net/images/blocks_png/MAZDA/5/5DR/11Maz5Spo5drBluFR1_350.png

Research Linkshttp://www.mazda.com/about/vision/brand.htmlhttp://www.mazda.com/csr/download/pdf/2014/2014_s_p64.pdfhttp://www.telegraph.co.uk/motoring/picturegalleries/10018481/The-20-best-car-brands-listed.html?frame=2343119http://www.consumerreports.org/cro/2014/02/2014-car-brand-perception-survey/index.htmhttp://www.beachmazda.net/clp-mazda-vs-competitorshttp://www.autonews.com/article/20140825/OEM04/308259975/mazda-making-big-changes-fast

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Mazda Opportunity Identification

Marketing

Transcript of Mazda Opportunity Identification