Madza Marketing Mix Plan - 4644 Words

Mazda Motor Corporation, Japan, was founded on January 30, 1920. For the past 90 years, they have been designing and building great cars for car lovers all over the world. Mazda Motor Singapore Pte Ltd is the authorized distributor of Mazda vehicles, parts and accessories. The company provides warranty maintenance for new cars and repair services. They have been the wholesaler for Mazda products dating as far back as 1963 when Mazda products first arrived in Singapore. Currently, Mazda Motor Corporation is looking at expanding the market share of their Mazda RX8 in Singapore. In this proposal, we will be discussing on the current situational analysis, the recommended target segment and most importantly, the theories and strategies in†¦show more content†¦2.4 Current Promotion Currently, due to the raise of Certificate of Entitlement, Mazda is offering a SGD$5000 cash rebate when consumers buy a RX8. Their main objective now is to gain a higher market share. Using the scare tactics, they are giving a deadline for this promotion to end, urging consumers to enjoy this offer while other dealers are only giving a much lower cash rebate of SGD$3,000 to SGD$4,000. As they are not going high key this time, they are using below the line advertising like giving out of flyers and placement of posters in their showroom. 3.0 RECOMMENDED TARGET MARKET 3.1 Geographical Traits The proposed new target market is strategically located locally in Singapore. The proposed promotion will reach the masses of geographically dispersed buyers locally. As Singapore is a small country by itself without big towns like some European countries, we will not be further segmenting the island geographically. 3.2 Demographic Traits For the Mazda RX8, the company has always been targeting adults in the Changing Age Group, aged 20 to 34, locally. We will be using the Market Development Strategy, which is to sell an existing product to a new market. The proposed new market to target is the Middle Age Mature Consumers in the male segment, who are between 35 to 45