Case Study Mazda Motor Corporation Marketing Essay

Case Study Mazda aim mass Marketing EssayMazda push back corporation is unity of the worlds hold uping elevator railroad motor c able-bodied car manufacturers with the total net gross revenue in 2009 reaching a thumping 2,535.9 billion Yen. Mazda labour quite a little was established in Japan in 1920, under the list, Toyo Cork Kogyo. Initi wholey that dealing with the manufacturing of car parts, they slang ventured erupt to the producing of commercial message trucks, in conclusion proceeding on to the manufacturing of cars, which it is widely cognize for nowadays. As times passes, Mazda move batchs has since successfully ventured out of Japan, conquering new(prenominal)wise parts of the world including Mexico, Italy, Thailand just to name a few, as soundly as establishing Research and Development sites in countries the alike(p) Germ every, China, and the United States of America.Mazda tug pile brinyly cater to the take of 2 disparate segments of cons umers moneymaking(prenominal) consumers and Non-Commercial Consumers.Vehicles under the Mazda E-series and Mazda BT-50 cater for commercial purposes. Examples of vehicles that f wholly under the higher up categories involve pick-ups, lorries and vans which argon or so commonly used by companies for transporting of justs and materials etc.On the other hand, Mazda excessively cater to non commercial consumers and their vehicles are designed specifi anticipatey to satisfy 2 groups of consumers Family PMET ( Professional, Managers, Executives and Technicians). Models such as Mazda 5 and Mazda 8 are MVPs (Multi Purpose Vehicles) which are well suited for large families while models like Mazda 3 Mazda 6 are the typical family sedans suit suitable for smaller families. On the other hand, models like Mazda RX-8 and Mazda MX-5 offer a much sporty numerate and whitethorn seem to appeal much to young working professionals or PMETS. Mazda 2 Mazda CX-7 are SUVs( Sports Utility Ve hicles which are targeted towards sports en in that respectofiasts.The head office of Mazda travel good deal is located at 3-1 Shinchi, Fuchu-Cho, Aki-gun, Hiroshima, with different branches located at different parts of Japan like Osaka, Tokyo, Yamaguchi and many more to al crushed tolerate easy accessibility to consumers.Mazda force Corporation has adopted a assortment of B2B (business to business), B2C (business to consumer) business model. The friendship has a wide range of products to cater to the shoots of both commercial and non commercial consumers. By segmenting out their target consumers, Mazda provide be able to spread out the risk of doing business should the gross revenue in one market suffer. This strategy volition as well enable Mazda to reap the benefits of increasing its market share in both the commercial and non commercial segments.Purchasing StrategiesMazda force back Corporation, despite organism a car manufacturer, obtains their parts and material s from suppliers. The 3 main suppliers which they obtain ingrained parts includes Kanto Yokokai (located in Kanto, Kansai and Tokai regions of Japan) and Nishi Nihon Yokokai (located in Chugoku, Shikoku and Kyushu regions of Japan). Mazda Motor Corporation obtains their necessary materials like plastic from Yoshinkai. However, the engines of all Mazda cars are manufactured by the federation itself, instead of obtaining it from suppliers.Parts for the car like screws and nuts are obtained from ten-fold suppliers. This countenances the beau monde to feed a wider variety of choices to choose from since they are non limited to only one supplier. This provides them with flexibility as well as more bargaining power, which leave behind allow them to obtain their necessary materials at the cheapest possible charge. However, the materials used in the car manufacturing process are obtained from only one supplier. Though on that point is only a single supplier for the materials, Ma zda Motor Corporation is also able to obtain the materials contained at a suitable price. This is repayable to the fact that Mazda Motor Corporation has chosen Yoshinkai as their restore supplier for materials. This forget allow them to dupe special benefits since the honour of creation the sole supplier of materials is given to Yoshinkai.A few take a shits wherefore Mazda Motor Corporation has decided to buy the materials and parts instead of making it themselves is be brace of cost advantages, wishing of expertise as well as the feel of the supplied items.If Mazda Motor Corporation, a car manufacturing ac bon ton, were to venture into the take of their own required parts and materials, the phoner pull up stakes not be focused on car manufacturing nevertheless on other areas like manufacturing of metal for example. This depart be overpriced for the confederation since they would grant to spend more money to research on the steps needed to carry this out since th ere is a deprivation of knowledge in this area. Even if this research is a success and the family managed to produce the items needed, the quality whitethorn not be as nice as that of which are obtained from their suppliers, who are more pictured. This may also political campaign Mazda Motor Corporation to lose their identity as a steer car manufacturer as consumers magnate be confused as to whether Mazda Motor Corporation is a car manufacturer or a manufacturer of materials and parts.There are plastered areas which Mazda Motor Corporation looks out for while deciding which supplier to purchase their parts and materials for. These areas are quality of the delivered items, time for delivery of the materials and cost of these materials.All if not most companies start for one common aim, which is to lick profit. Mazda Motor Corporation is no exception. Thus, it is essential for the company to obtain the materials needed at the cheapest price available without conciliatory th e quality of the materials. This leave alone allow their budget to be spurned, which depart eventually lead to a high profit gain as compared to when the company purchase the kindred materials, with the same quality at a higher price. The time at which the materials are delivered is equally important as well. If the materials logical are delivered late, this may lead to a delay of employment, which may lead to a loss of profit for the company. In worse case scenarios, the company may pay to compensate their clients if work is halted because of this delay.Mazda Motor Corporation also adopts the Make-To-Stock strategy for its trading operations. This is due to the fact that the company is churning out the same few models of cars in a huge volume. Thus, by adopting this strategy, the company is able to meets its production target and satisfaction of the majority of its guests throne be guaranteed. The low manufacturing costs also allows the company to make a profit as well .However, the company also utilises the Make-To- crop Strategy. This sight be seen in the customization option which Mazda Motor Corporation offers to customers who wishes to customize their cars. This provides a wider range of product options to customers and not restrict them to purchasing cars which are already made.Order centeringMazda Motor Corporation has showrooms located in its head office as well as in many other regions or so the country, be it in Japan, where their main head office is located, or in other countries which Mazda Motor Corporation has ventured into. Interested customers can all walk-in to any of their showrooms, where a gross revenue associate pass on assist them in choosing a suitable car for them, or an appointment can be made beforehand either through telephone or email. Once the customer has chosen their desired car, an grade take volition be filled in, which leave be entered into their dodge later on. An invoice will because be issued to t he customer. The order will be passed on the head office, where the faculty will stop consonant with their records to see if there are still stock available. If not, they will curb bit if production for that particular car has been scheduled. Otherwise, a delivery order will be given to the distribution oculus where the car will be picked by the provide according to details on the picking list. cargo ships will be arranged to deliver the car to the selected venue where the customer will collect it. This venue will either be at the warehouse, or the service centre since the showroom may not sport enough space to store the cars.Mazda Motor Corporation, at the moment, only handles sales of its cars at their showroom and not through other channels like email or telephone calls.ordermanagement model .jpg take stock ManagementMazda Motor Corporation has developed its own inventory management system called the Mazda Materials Management Planning, also known as M3P in the auto indust ry. This system allows the company to capture efficient temper over its stocks and inventory levels, which in bit will allow the company to prevail increased competency in meeting trains in production level.Alongside with M3P, Mazda Motor Corporation has also utilised the point of sale system, also known widely as POS, to complement their self produced inventory management system. POS allows the automation of inventory control in a bid to increase the work efficiency of the staff to allow them to obtain all the education required so as to handle customers needs without much difficulty. In the long run, the high efficiency of the staff will allow the company to bring in more revenue since the company will have made a name for themselves due to their high work efficiency rate.M3P also allows the company to have better demand opine. This will allow the company to predict and proposal and schedule order of parts and materials needed so as to bear productions and ensure that th ere are no unexpected halt to production plans because of insufficient inventory levels. Delivery time can also be further enhanced through the utilisation of this system. In turn, this will armed service improve satisfaction in customers and allow Mazda Motor Corporation to found up its reputation of having an organized and well-planned system to manage both the companys as well as the customers needs. trading operations PlanningMazda Motor Corporation carried out long-range operation planning with the assistance of M3P. M3P, when coupled with all the different statistics of inventory management, provides a rather accurate forecast which allows it to handle interpret and demand to meet its miscellaneous needs. This allows the company to have detailed demand forecasts of up to a year, which enables them to have proper planning of their production schedules. This will give the company to have sufficient time to resolve any issues which they might encounter in the areas of outsour cing of their materials, expansion of the company and other various aspects.With all the above carried out, Materials Requirement Planning (MRP) is also carried out thereafter. Mazda Motor Corporations plans all the different parts of the car which will be produced. This allows the company to have a schedule at which a particular car should be completed, together with all the materials needed and whether there is a need to order these materials should there not be enough in the inventory. By doing so, the company will be able to meet all, if not most of their sales order.Customer apprisalship ManagementLike most companies, Mazda Motor Corporation takes great pride in building up a good relationship between customers and the company. The company itself sees a need to have a common understanding with its customers. This is one of the reasons why the company has make it up with an approach to ensure customer satisfaction.INSERT MAZDA FOUR PILLARS HEREThe company study in providing d ifferent appealing products to customers. Quality of the product is also ensured in order to maintain the reputation of one of the leading car manufacturers in Japan. Efficient after-sales service is also provided to make sure that customers are being taken care of even after a purchase has been made. The company believes that by understanding the various needs and wants of their customers, the company will then be able to improve and make changes to better suit the customers needs.Mazda Motor Corporation is also open to comments and suggestions from its customers through its call centre. The call centre handles inquiries, complaints as well as suggestion from its customers. Besides through the call centre, customers are also able to provide their input through the Mazda Motor Corporation website on the Inquiries page. The company takes all these input seriously. By doing so, they are able to make changes to hold the line up with the customers needs. This in turn, will allow the c ustomers to feel that the company is doing their best to serve the customers and ultimately, allow them to have a good impression of the company. Mazda Motor Corporation will then be able to ensure a never ending flow of customers, which allows more generation of profit for the company.Purchasing StrategiesMazda Motor Corporation purchases its parts from multiple suppliers, but only a single supplier for its materials. On the surface, this may not be a enigma to the company as of now. However, with only a single supplier for its materials, Mazda may end up being on the losing end in the event if the supplier is to increase price in order to gain more profit, seeing that they are the only sole supplier of the materials.If such a situation happens, the company will have to raise their budget to accommodate the sudden hike in price, which will in turn reduce their total earnings. In worse cases, if the company is unable to come to terms with their supplier, productions will have to b e halted and production schedules will be delayed. This will cause the company to be unable to meet the demands of customers and the company may have to pay a large sum of money as compensation.A sudden shortage of materials from its suppliers may also cause the company to put their production plans on halt since there are insufficient materials. Time will then be wasted in order to source for another supplier to obtain the necessary materials.To solve this problem, Mazda Motor Corporation can source for a second supplier for its materials. By having a second supplier, the company will have a backup option should they be unable to obtain their materials from one of its suppliers. This will also allow the company to have greater bargaining power to obtain the materials at a lower cost since there are now competitions between the two suppliers.Order ManagementCustomers purchase of cars in Mazda Motor Corporation is done on-site, which mean that all orders are handled in the show ro oms of the company. Since no orders can be done online or through phone calls, the company will lose business to its competitors in the auto industry who may have started accepting orders online or via phone calls. This, in the long run, will cause the company to lose its reputable position as one of the leading car manufacturers in Japan and ultimately, reducing profits for the company.Thus, a ascendant can be devised to solve this problem. Firstly, the company adopt the idea of e-commerce by having an online order system. This allows customers to make purchases online, anywhere 24/7. With such an approach, the company will be updated with technology trends and yet carry out business at the same time, killing two birds with one stone. A user-friendly e-commerce website can be incorporated into the current website of the company. This will allow the company to have a website with multiple usability. Customers can view available products and if they are interested, make purchases on line. With such convenience, customers satisfaction is sure to be guaranteed as they are able to buy their desire car through a hassle-free process.By implementing the above solution, Mazda Motor Corporation will be able to portray themselves as a company that is able to accept changes to satisfy customers needs and keep their reputation as one of the leading car manufacturers in Japan.Inventory ManagementAs mentioned in earlier parts of the report, Mazda Motor Corporation utilises their own unique inventory system, M3P to handle its inventory. Though this system has been tell to aid the company in controlling its inventory levels to meet production demands, it is not entirely perfect.The reason being, any program, no matter how good it is, will bound to fail at times. Since Mazda Motor Corporation relies hard on M3P to handle its inventory, there will be major problems should the system were to malfunction at any one point of time. Inventory levels will then not be updated and th e company may miscalculate its production schedules. This may cause all productions to be arrogateed. Demands will also not be met and it will affect the entire operations of the company.Another reason is that inventory levels in the system may not be updated real-time. This is a serious issue to the staff of Mazda Motor Corporation, The staff will not be able to gauge accurately whether there is a need to replenish its stocks since the inventory levels is not accurate. This might then lead to a shortage in supply of stocks, affecting the operation of the company.One valuate which the company can undertake would be to have sufficient sentry duty stock at any one point of time. Thus, if M3P were to fail because of any unexpected errors at any one point of time, there will still be enough safety stocks to provide temporary informality if there should be any miscalculations of inventory levels due to the system fault.Operations PlanningMazda Motor Corporation, with the help of its inventory management system M3P, plans its operations on a long term basis. This, on the surface may look impressive as it portrays the image that the company is able to do this because of their great foresight. However, though plans may be carried out beforehand, there might be accepted unexpected situations that may occur in between. For example, the company may undergo acquisition by other company for commercial purposes. This may result in major changes in operations of the company. Suppliers may not be willing to supply necessary resources to the company, which may affect productions and delivery of goods to customers. Late delivery of goods will not only cause the company to incur additional costs, it will also affect customer relationship and the companys reputation may also be at risk.This problem is not difficult to solve. Mazda Motor Corporation can still have long term planning done ahead of time with the forecast predicted through the usage of M3P. However, backup plans should be done alongside with all its future plans and schedules. This will allow the company to have different alternatives when they are faced with an unexpected situation or emergency. The company will thus be able to have well-planned schedules and not worry if any problems will affect its operations since they have backup plans for insurance.Customer Service RelationHaving good relations with customers is one of the values which Mazda Motor Corporation possesses. This is why the company has set up a call centre with around 50 staff to respond to any calls with questions regarding various issues. An inquiry page has also been set up to allow customers to enter all their queries for an swear out online, on the Mazda Motor Corporation homepage. However, there might be certain questions which may be complicated and the staff may take more time to respond to these questions. Though there may be confusable questions asked before, not all staff members may be aware of these questio ns and the solutions to it. Thus, the solvent time may be reduced greatly and the work zipper may not be as efficient as expected. It will also pose a problem should there not be enough staff to entertain queries from customers since there is only 50 staff to handle all this questions.Thus, besides adding on to the inquiry page on the homepage of Mazda Motor Corporation, the company can also make use of the current social networking tools. One example would be the use of Facebook. The company act with customers with this. Customers will also be able to inquire about certain things by posting a comment on the page. This port, if the staffs of Mazda Motor Corporation are unable to provide a response to the customer quickly, there might be other people who will be able to answer these questions. One advantage of this is that customers are able to connect with other customers and not only the company itself. This will allow them to exchange information needed and ease the burden on staffs handling these inquiries, though this does not mean that the staff will not be responding to any questions make up by customers. This form of connection between customers will allow experience to be shared among each other as well.Besides assist to improve customer relationship, social networking can be a way for Mazda Motor Corporation to provide updates to its customers. This can include events or promotions. Thus, this form of interaction will be beneficial in helping bridging the opening between customers and the company.