Mitsubishi Motors

Strengths
 One of the biggest industrial groups in Japan with strong presence in automobiles and good
financial position.
 The company has developed electric cars, which have been received very well in the market.
 Mitsubishi is one of the most popular brands in the automobile industry with excellent advertising
and brand presence.
 The Corporation has seven vehicle manufacturing facilities in five countries, Japan, Netherlands,
Philippines, Thailand, United States and Brazil.
 Mitsubishi motors is a global brand having a wide geographic reach with strategic alliances
- Hirokazu Nakamura became president of Mitsubishi in 1989 and he urged greater
reliance on Mitsubishi's ties to southeast Asian companies and markets. 
- By the mid-1990s, Mitsubishi Motors counted major alliances in Malaysia, South Korea,
and Thailand
- Proton, the joint venture between Mitsubishi and Malaysia, controlled 75 percent of the
Malaysian market. 
- Mitsubishi maintained a presence in South Korea with a 6.7 percent stake in Hyundai
Motor Co. 
- Supplied 50 percent of Taiwan's vans and trucks by sending kits to China Motor Corp. 

Weaknesses
 The company was affected by the Asian crisis.
- In September 1997 the company closed its Thai factory in response to a crash in the
country's currency and the plummeting of consumer demand.
- Mitsubishi had little support from sales in Japan, which were affected by that country's
own economic uncertainty into 1998.
 Recurring quality and safety issues leading to high repair costs and suits.
- Scope of the cover-up and recalled about 620,000 cars and trucks for several of the
reasons identified in the concealed complaints.
 Low brand awareness in the western markets

Opportunities
 Increasing adoption of hybrid and electric cars in developed countries
- in-dash garage access control
 Tie-up with leading automobile manufacturers and technology driven companies can help
Mitsubishi capture a new market
Threats
 Increasing competition in the automobile industry
 Ever increasing fuel prices can lead to decline in sale of cars
 Government policies for the automobile sector across the world