Case Study critical reflection

Jun 18th, 2015
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Mazda has been selling cars and trucks in the highly competitive U.S. market for more than three decades. The company’s various models have always received high marks from consumers in areas such as styling, performance, reliability, and value. During the mid ‘90s Mazda embarked on an expansion program in an attempt to compete directly with Honda, Toyota and Nissan. This plan included the introduction of five new models in less than a year that resulted in a lack of focus in the company’s marketing and advertising plans. From 1994 to 1997 Mazda’s U.S. sales declined by 33 percent and reached their lowest level in 15 years as the various models were positioned primarily on the basis of value for the money.

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Case StudyIntroductionMazda has been selling cars and trucks in the highly competitive U.S.market for more than three decades. The companys various models havealways received high marks from consumers in areas such as styling,performance, reliability, and value. During the mid 90s Mazda embarkedon an expansion program in an attempt to compete directly with Honda,Toyota and Nissan. This plan included the introduction of five new modelsin less than a year that resulted in a lack of focus in the companysmarketing and advertising plans. From 1994 to 1997 Mazdas U.S. salesdeclined by 33 percent and reached their lowest level in 15 years as thevarious models were positioned primarily on the basis of value for themoney. When the new president took over Mazda North AmericanOperations in early 1997, he found an inefficient company with an imagethat was bouncing all around. A change in marketing strategy as well asadvertising philosophy was clearly needed if Mazda was to regain its strongposition in the U.S. market.The Road to RecoveryTo begin its recovery, a new marketing strategy was developed whichcalled for Mazda to refocus its efforts and target a younger generation ofdrivers who appreciate cars with sporty features and want to make astatement about themselves with their cars. In the fall of 1997 Mazdaawarded its business to a new agency, W.B. Doner & Co., now known asDoner. The new agency was given the charge of building an image thatwould capt

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