Marketing Management| 21/07/2010
High High Low Low Low High Low Medium Low
High Low Low Low Low High High High Low
High High High Medium Medium Low Medium Low LowIt is stated in the case that the subcompact car segment offers the largest market. Also, from the above two tables, it isevident that Suzuki Samurai has either medium or high value in all attributes of the SUV segment or pick-up trucksegment. So that justifies that Suzuki Samurai can be placed in any of the segment.
So, adopting an “unpositioning” strategy appears to be the best option, as it would ens
ure the product will not appealto one specific segment and will attract a larger and diverse customer base.
Refer to Annexure
A for details of Budget Allocation. The calculations have been done by evaluating each attributeas providing an advantage (+1), a disadvantage (-1), or holding no influence (0), against every segment.
Arguments in favor of unpositioning strategy
It has the ability to go to places where larger vehicles could not, making it suitable for the SUV segment
Can be pitched to the consumers who were looking for an economy car, indicating positioning in thesubcompact car segment
Can be positioned with the emphasis on looks and style of a car
Priced comparably with Japanese import compact pickup trucks, thereby making it suitable to position it in thepickup trucks segment
It is clear from the above arguments that positioning “Samurai” in each of the three segments offers its own strong
advantages. Consequently, restricting it to only one segment would imply losing out on the potential market in theother two segments.
Based on the various surveys which the company has conducted, they have found out that there is a possiblemarket in every segment for Samurai
Each buyer perceives the Samurai according to his/her own needs.
Gray market statistics in US can be treated as results of a pilot run for Samurai. Young and fun elementseeking people will constitute a major chunk of potential Samurai customers.
From the above qualitative analysis, we can conclude that there is a high possibility of Suzuki Samurai tosucceed in either of three segments of the market; so instead of focusing it on a particular market segment