Maserati SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 4033
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SWOT Analysis of Maserati with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Maserati

Parent Company

Fiat

Category

Sports Car, luxury cars

Sector

Automobiles

Tagline/ Slogan

Excellence through passion

USP

A unique blend of luxurious and sporty driving experience due to product innovations and expertise

STP

Segment

Luxury & Sports car for elite customers

Target Group

Targeted towards extremely affluent customers seeking ultimate luxury with sportiness

Positioning

Positioned as a company which passionately manufacturers cars to provide a luxurious experience along with sporty thrill

SWOT Analysis

Strengths

1. Great presence in motor sports and racing building a strong brand identity

2. One of the oldest car manufacturing companies which has constantly evolved to gain excellence

3. Diversified product portfolio, providing the customers options to select from (GranTurismo, GranCabrio & Quattroporte)

4. Provides services like warranty assistance & financing

5. Authentic & Reliable brand

6. Brilliant styling & designing

Weaknesses

1. Limited product portfolio in growing markets

2. Tough competition means limited market share

Opportunities

1. Accommodating & Expanding automobile market

2. Gain the early movers advantage in hybrid & concept car segments

3. Acquire newer customers by increasing market penetration

4. More inclination of affluent customers to purchase international brand

5. Augmenting the distribution and service network

Threats

1. Perceived as a very costly brand which can lead to limited exposure to potential customers

2. Competition from other sports & luxury automobile company

3. Product innovations and frugal engineering by competitors

Competition

Competitors

1. Ferrari

2. Lamborgini

3. Buggati


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