Analysis of marketing strategy of Suzuki Motor Company, Ltd. (Suzuki)
Company Background:
Michio Suzuki founded Suzuki Loom Works, a privately owned loom manufacturing company, in 1909 in Hamamatsu, Japan. In 1952, the company began manufacturing and marketing a 2-cycle, 36 cubic centimeter (cc) motorcycle, which became so popular that in 1954 the company introduced a second motorcycle and changed its name to Suzuki Motor Company, Ltd. (Suzuki).In 1985, American Suzuki opened its automotive division and was the first manufacturer in the United States compact utility Vehicle.
SUZUKI'S MARKETING STRATEGY …
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…sales promotion activities to the following groups to achieve its goal of selling designated number of Samurai. These are:
Promotion to consumer targets: consumers may be offered free servicing for certain time period, or some gifts with the purchase.
Promotion to industrial/sports team target: Discounts may be given for big orders from such organizations.
Promotion to channel members: Intensive or bonus may be announced to the channel members for selling certain number of vehicles.
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