S.W.O.T. Strengths Weaknesses Affordable, Great consumer perception – “fun to Low market share, Dealers dislike/question drive”, Efficient gas mileage (SKYACTIV strength of marketing message, Ads lack call-to- Technology), Recognizable “Zoom – Zoom” brand action, Late to high-efficiency bandwagon, Myopic message, Consistent brand loyalty, advertising approach (isolates women), Lacking Comprehensive dealership servicing features compared to its competitors Opportunities More informed customer base (online resources, Threats etc.), Expanding market for increasingly efficient Unstable Economy, Market clutter in product and/or environmentally-friendly automobiles, category, Negative “foreign car” stereotypes, “Buy Female customer base is expanding, New American” mentality, Many competitors have technology advancements (SKYACTIV Technology), better manufacturing infrastructure and Automobiles co-branding with not-for-profit and distribution channels in the US, Competitors lifestyle organizations and events, Growing increasing share-of-voice in category, Lack of Hispanic population in target market for small, Features sporty & fuel-efficient cars
Target AudienceThe target audience for Mazda is “individuals who stay young, have a goodcapability to express themselves, are always passionate and are self-confident in their choices” (Mazda: Brand Strategy, 2011). MiddleClass/Lower Middle Upper – Workaholic, Family-oriented, Detail oriented,physically fit, Fun loving, Outgoing, Creative, Down to earth, Athletic,Socializing, Intellectual, and educated.
SummaryMazda is a well-known company lacking sales conversion from theirmarketing. By adopting the simple but versatile theme Driving’s Fun again:What’s your Personality Mazda can efficiently and effectively separatethemselves from direct competitors in the market. Twitter and Facebook arecost efficient ways of maximizing exposure and a mobile app can help createthe brand identity. YouTube will be utilized in congruence with our Twitter,Facebook and mobile app.