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Suzuki Samurai

Table of Contents

I. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
II. Positioning Options

a. SUV Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

b. Truck Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

c. Compact Car Market . . . . . . . . . . . . . . . . . . . . . . . . . . 4

d. "Unpositioned" Approach . . . . . . . . . . . . . . . . . . . . . 4

III. Positioning Suggestion

a. Market Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . 4

b. Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

c. Breakeven Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

d. Time Factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

e. Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

f. Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

IV. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

V. Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-8

In 1985, automobile company Suzuki was entering the American automobile market with the Suzuki Samurai, a lightweight off-road four-wheel drive vehicle. A dilemma that the American Suzuki Motor Corporation (ASMC) was faced with was exactly how to position the Samurai in the American market. There were several options for them to do this, each of which had unique advantages and disadvantages, however only one that would effectively maximize the sales potential for the Samurai.
The first option was to position the Samurai as a sport utility vehicle (SUV). The Samurai already had the look of a "mini-jeep", and already had four-wheel drive capabilities. Standing out from all other SUVs, the Samurai was smaller, lighter, and less expensive; suggested...