Swot

Strengths 

 Customer-centric: Mitsubishi Motors has always been highly focused on customers. The

company has always been focused on the customer’s voice and regularly takes feedback and
the consciousness of the company is also a result of that.
 History: The company was first set up in the year 1870 and ever since then the company
has been involved in the creation of new designs that are in tune with the current demands of
the market. The rich history of the company has been responsible for the innovative spirit
that the company has displayed.
 Positioning: Mitsubishi has positioned their vehicles as being both safe and durable. The
company competes primarily in segments that need powerful and bigger cars and these cars
have been rated high on performance. The positioning of the brands has always been backed
by the right advertisements.
 Attention to detail: The company gives a lot of importance to detail and has always been
focused on the value aspect of every part to ensure that they come at the minimum possible
cost. The company also ensures that research is conducted to justify every new addition and
the cost that needs to be shelled out for them.

Weaknesses

 Ethics of operations: Mitsubishi Motors have got into serious issues regarding

misinterpretation of their emissions data. The company admitted that the fuel economy test
data that it had submitted was false.
 Leadership challenges: The company has been facing critical challenges on leadership
and there have been a lot of changes in the top management of the company which has led to
a lot of uncertainty amongst the employees.
 Lack of presence in smaller cars: Most of Mitsubishi’s products are in the sedan or the
SUV category. The company has minimal or no presence in hatchback or crossovers. This is
a category where the demand has been growing in the emerging economies and it is critical
that the company addresses this segment.
 Poor after sales service: The company has faced a lot of criticism regarding the lack of
after-sales service centers in most countries. The customers also face issues in the
availability of spares in most regions both of which act against the company.
 Suspension of numerous models: After the Volkswagen scandal, Mitsubishi had come
out stating fudging of fuel economy data. This resulted in the company suspending a lot of
their models some of which were money spinners for the company.

Opportunities 

 Demand for hybrid cars: Hybrid cars and green cars have suddenly become in vogue
since there has been a lot of talk on global warming and environmental concerns.
 Demand for smaller cars: The number of customers for small cars has been growing
with the increase in the number of working women and increase of average family income.
Many households are also willing to invest in a second car which increases the demand for
smaller cars.
 Focus on emerging markets: Automobile sales are expected to grow in the emerging
markets like China and India. The number of cars that will be sold in these market is
expected to multiply in the next decade by 10 to 15 % which is a huge demand.
Threats 

 Competition: The company faces the immense pressure of competition

from Chevrolet, Nissan, Toyota, Hyundai.GM etc.
 Increasing costs: The company is facing a lot of threats from increasing costs such a fuel
and material prices.