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Suzuki Samurai Case Analysis
Essay specific features
Written by:
Elizabeth S
Date added:
July 25, 2015
Level:
University
Grade:
A
No of pages / words:
2 / 289
Was viewed:
2936 times
Rating of current essay:
Essay content:
It started off with motorcycles and was now producing trucks & subcompact cars as well.
Japan's voluntary restrain agreement (VRA) quotas made it impossible for Suzuki to export any cars other than the Sprint to USA in future. In1985 Suzuki introduced the SJ413 an upgraded model of SJ 410 and designed especially for US market as further delay would increase the threat of ?Brand Clutter'...
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Suzuki planned to market two versions of the Samurai in USA, a convertible and a hard top.
There were other players who were also planning to enter the market. Hyundai Motor Company & Zavodi Crvena Zastava (yugo) were expected to enter in 1986.
DECISION PROBLEM
Suzuki, was now facing the following question?
· How should SJ 413 be positioned in the US market?
POSITIONING
From the exhibits provided we can figure out that there were two things which were important for the customer while selecting a vehicle:
· Physical Characteristics (Design/appearance)
· Price
Based on its physical characteristics, the major three positioning options for Samurai SJ413 were:
· Position as a compact sport utility vehicle
· Position as a compact pickup truck
· Position as a subcompact car
Positioning as a Sports Utility Vehicle
The most obvious position for the samurai was as a sport utility vehicle...
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