Dodge SWOT Analysis, USP & Competitors

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SWOT Analysis of Dodge with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dodge

Parent Company

Chrysler Group

Category

SUVs & Sports/Muscle Cars

Sector

Automobile

Tagline/ Slogan

Never neutral; An American revolution; Grab life by the horns; Grab life

USP

High Horsepower & high torque

STP

Segment

Premium SUVs & Sports/Muscle cars

Target Group

People who like true American SUVs & Muscle cars

Positioning

True American SUV for the rugged men

SWOT Analysis

Strengths

1. Technological support from the parent company (Fiat)
2. Strong brand equity globally except for Europe

3. Recent “Make your Crossover SUV, minivan & so on” option provided by them is very unique

4. Products like the Dodge Ram, Challenger, Charger, have strong fan following across the globe

5. The brand has its presence in Middle-East, Australia, Brazil, Canada, Europe and Mexico

6. It has brands like Avenger, Caliber, Challenger, Charger, Dart, Durango, Journey and Grand Caravan

Weaknesses

1. The brand has declining brand popularity and brand recall due to less advertising

2. Limited acceptance in markets other than the American & Gulf countries

Opportunities

1. Currently there is a rising trend for environmental friendly cars; there lies an opportunity for luxury brands as well
2. Look for newer markets like the Asian markets but with smaller engines

3. Innovation in terms of technology: esp for more fuel efficient cars

Threats

1. Removal protectionists trade policies which existed until 1970s & brought again post 2008 crisis
2. Unwillingness of people to buy a vehicle which lacks fuel efficiency

3. The increasing acceptance of Japanese & Korean cars esp in American market

Competition

Competitors

1. Ford
2. Chevrolet

3. Honda

4. BMW



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