Subaru Analysis
Marketing Proposal
2010 Spring, BUSS205-03
Marketing strategy Team#10
이지훈 (경영학과 2007120334)
박제연 (경영학과 2005120068)
정현영 (경영학과 2007120319)
김형준 (경영학과 2007120320)
김영은 (심리학과 2008130207)
[Introduction]
This proposal contains six different parts. 1. Introduction for brand. 2. Situational analysis, 3. Marketing goals, 4. Market STP analysis, 5. 4P’s and Marketing Mix. And then 6. Conclusion.
1) Introduction for brand – Not a single product, but a brand named Subaru.
2) Situational analysis - That contains economic, market analysis, and SWOT analysis etc. This part includes some internal, external features.
3) Marketing Goals – A brand should set goals. Goals and strategies must be clearly defined.
4) STP analysis
5) 4P’s and Marketing Mixes.
6) Conclusion for Subaru’s marketing strategy
1. Brand Introduction .
Subaru is a Motor Company in Japan. At first, the Subaru made airplane parts. After the world war Ⅱ, the defeat of Japan Subaru changed their business part to Car maker. In February 1954, they made their fist proto-typed car named Subaru. In October 1965, they made the front-wheel drive car produced in mass production first in Japan. And then in 1984, Fuji-heavy industry, the owner of Subaru, made the first ECVT (electronic-continuously variable transmission). And then due to their technological features and brand-powers, they got the license of WRC (World Rally Championship) in driver & maker part. From then, they have great performance and many prizes in WRC. And in 2003, they got ‘This Year’s Car’ award during 2003-2004 in Japan with ‘Legacy’. In January 2009, they won 6th Machinery Industry conference’s Japan’s Machinery Industrial association president prize about horizontal-faced boxer engine. They’re recognized as high-technological, high-performance brand. In January 2010, they announced going into Korean market. And in April, they started to sell the product in Korea.
Subaru Inc. was selected as the most-safe car in 2009
2010 Spring, BUSS205-03
Marketing strategy Team#10
이지훈 (경영학과 2007120334)
박제연 (경영학과 2005120068)
정현영 (경영학과 2007120319)
김형준 (경영학과 2007120320)
김영은 (심리학과 2008130207)
[Introduction]
This proposal contains six different parts. 1. Introduction for brand. 2. Situational analysis, 3. Marketing goals, 4. Market STP analysis, 5. 4P’s and Marketing Mix. And then 6. Conclusion.
1) Introduction for brand – Not a single product, but a brand named Subaru.
2) Situational analysis - That contains economic, market analysis, and SWOT analysis etc. This part includes some internal, external features.
3) Marketing Goals – A brand should set goals. Goals and strategies must be clearly defined.
4) STP analysis
5) 4P’s and Marketing Mixes.
6) Conclusion for Subaru’s marketing strategy
1. Brand Introduction .
Subaru is a Motor Company in Japan. At first, the Subaru made airplane parts. After the world war Ⅱ, the defeat of Japan Subaru changed their business part to Car maker. In February 1954, they made their fist proto-typed car named Subaru. In October 1965, they made the front-wheel drive car produced in mass production first in Japan. And then in 1984, Fuji-heavy industry, the owner of Subaru, made the first ECVT (electronic-continuously variable transmission). And then due to their technological features and brand-powers, they got the license of WRC (World Rally Championship) in driver & maker part. From then, they have great performance and many prizes in WRC. And in 2003, they got ‘This Year’s Car’ award during 2003-2004 in Japan with ‘Legacy’. In January 2009, they won 6th Machinery Industry conference’s Japan’s Machinery Industrial association president prize about horizontal-faced boxer engine. They’re recognized as high-technological, high-performance brand. In January 2010, they announced going into Korean market. And in April, they started to sell the product in Korea.
Subaru Inc. was selected as the most-safe car in 2009
References: 1. Images and histories, Subaru korea Inc. 2. Chart for imported car markets from KAIDA, 3. CSI, CBI from Bureau of statistic analysis in Korea. 4. SWOT analysis, 16p서울신문 - 미서 가장안전한 자동차는 2009.11.20 5. 3c competitor part, 19,20p naver smart finder 6. M/S and awareness in US market 23p table. Autodata Corp. 7. STP analysis positioning, Subaru Korea Inc.