Chevrolet Sail SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 470
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SWOT Analysis of Chevrolet Sail with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chevrolet Sail

Parent Company

Chevrolet

Category

Sedan

Sector

Automobiles

Tagline/ Slogan

When life gives you more.

USP

Space and peppiness along with good value for money

STP

Segment

Mid to low income families.

Target Group

First time sedan buyers.

Positioning

Affordable sedan at the price of a hatchback.

SWOT Analysis

Strengths

1. Highly aggressively priced without compromising on features.
2. Launched with a twin hatchback to give more choices to customers.
3. Modeled on the lines of a pure sedan with trademark swept back 
4. Peppy driving, suitable for city traffic.

5. Good advertising on TV, online and print media

6. Strong backing of parent brand ensures brand credibility and efficient distribution & services

Weaknesses

1. Could not generate much sales despite good pricing.
2. Limited product differentiation in the segment means restricted customer loyalty

Opportunities

1. Facelift in the pipeline to make the car more appealing.
2. Growing middle class looking to buy their first sedan.
3. General Motors expanding Chevrolet’s distribution network aggressively.

Threats

1. Offerings from Honda, Maruti and Toyota who have a better brand image and better after-sales network.
2. Improvement in public transportation in urban areas.
3. Stiff competition with other brands being better in everything but price.

Competition

Competitors

1. Toyota Etios
2. Maruti Swift Dzire
3. Hyundai Xcent

4. Honda Amaze



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