Lotus SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 2917
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SWOT Analysis of Lotus with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lotus

Parent Company

Proton

Category

Sports Cars

Sector

Automobile

Tagline/ Slogan

Innovative. Featherweight. Eye-catching.

USP

Lotus has been one of Britain’s most iconic cars

STP

Segment

True driving enthusiasts rather than the rich & affluent

Target Group

The young nouveau rich driving enthusiasts

Positioning

For the true driving enthusiasts

SWOT Analysis

Strengths

1. Handling Characteristics
2. Lotus Engineering has facilities in the UK, US, Malaysia and China.
3. Light weight design, which gives a good power to weight ratio at comparatively low power
4. Hand built, thus assuring very high precision & care in manufacturing

5. Strong presence in motor sport and Formula One

6. Marketing to apparel merchandising to increase brand reputation

Weaknesses

1. Dependence on other manufacturers to design engines and accessories
2. Brand presence and penetration is restricted to a few countries

Opportunities

1. Its F1 team has done well recently; they can use to improve their brand image
2.It can relocating or add a production facility in Asia where the cost of production can be brought down drastically, thus increasing the margins
3.It can look to enter & building its brand in the emerging markets like India

Threats

1. In case it gets in cash flow trouble it may not be able to revive itself
2.Its market share can be taken by the European manufacturers
3. People are increasingly preferring eco-friendly & more practical cars rather than cars for pleasure
4. Macro-economic factors that are against consumption of luxury goods

Competition

Competitors

1. Porche
2. Ferrari
3. Cadillac

4. BMW

5. Mercedes Benz



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