Mazda Corporation Marketing Overview Essay

2409 words - 10 pages

A respectable website states that “There are affordable cars, and then there are cars that offer thrilling performance. Rarely do the two ever converge, but Japanese automaker Mazda has made it a tradition of coming up with vehicles that combine both of these eminently desirable traits” (Mazda Reviews - Mazda Cars). It is not surprising that year 2013 marked yet another milestone in the Mazda Motor Corporation’s success: the company announced and launched a brand new advertising campaign, “Game Changers”. It was the biggest campaign launch in 13 years since the introduction of the “Zoom Zoom” concept. The new campaign featured “sports and historical figures who have ‘changed ...view middle of the document...

2). Thus, the 2014 Mazda3 was conceived as a product that could not only withstand pressure put up by such competitors like Honda Civic, Toyota Corolla and Nissan Sentra, but also perform well and fight for a decent chunk of the market share. The new fun-to-drive sedan with its “simple, clear, not distracting” looks and features and impressive performance capabilities is projected to have to good sales and keep a high resale value (The 2014 Mazda3: Who Knew There Are Machining Centers Involved?, 2013, p.2).
This paper will provide an in-depth overview of the Mazda Motor Corporation as well as the 2014 Mazda3 compact sedan and the SWOT analysis. It will examine competitors, marketing and industry trends, and marketing mix and metrics.
2014 Mazda 3 Product description
The 2014 Mazda 3 is an all new and redesigned compact sedan that is developed and produced for “those individuals who stay young, have a good capability to express themselves, are always passionate and are self-confident in their choices” (Mazda, 2014). It is an important part of the Mazda Motor Corporation’s success since it makes up for 30 percent of the company’s sales around the world and 40 percent of its sales in the United States (Gary, 2013, p.1). Indeed, the fully revamped sedan has a lot to offer to the consumers: be it a fuel economy, “Mazda3 also offers an EPA-estimated highway fuel economy of up to 41 mpg, one of the best in the segment”, cutting-edge technology innovations or safety ratings (“Mazda Earns Multiple,” 2014). The all new 2014 Mazda 3 received a “Top Safety Pick+” award from the Insurance Institute for Highway Safety (IIHS) (“Mazda Receives Multiple 'Top Safety,” 2013). Considering the fact that only 22 vehicles received such a distinction, it is safe to assume that the 2014 Mazda 3 is not just another ordinary mass produced vehicle, but rather a sophisticated machine that was designed to deliver the top notch safety solutions to its customers (“Mazda Receives Multiple 'Top Safety,” 2013). Superior quality of materials, unexpected standard features for its class and a taste of luxury, supported by the patented SKYACTIV technology, for under $20,000 raised the 2014 Mazda 3 to the top of the Best New Car Under $20,000 list (“Mazda Earns Multiple,” 2014). All of the above indicates that the Japanese car manufacturer has stepped up its game to produce a one of a kind compact sedan that is equipped to withstand pressure caused by such competitors in its class such as Toyota Corolla and Honda Civic. To compete with such giants of the car manufacturing industry, Mazda Motor Company had to offer what is valued the most: reliability, and they did just that: the 2014 Mazda 3 was presented with the “5 Year Cost to Own” award among the non-luxury cars (“Kelley Blue Book Names,” 2014). To a customer, such recognition means low projected ownership costs and a piece of mind.
In mid 1990’s the Mazda Motor Corporation failed while attempting an expansion in to the...

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