Caterham Cars SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 2062
Advertisements

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

Caterham Cars

Parent Company

Caterham Group/Lotus

Category

Sports Cars

Sector

Automobile

Tagline/ Slogan

-

USP

Specialist in Light weight thus high power to weight ratio

STP

Segment

For racing enthusiasts

Target Group

For racing enthusiasts who also like to tinker with their vehicles

Positioning

Vehicle which engages the driver & is light weight

SWOT Analysis

Strengths

1. They have been able to stay with the original positioning over the years
2. Track as well as well suited for street use
3. Classic design with futuristic technology
4. Pure track based vehicles like the SP/300R

5. High performance car which is also a performer in racing events

Weaknesses

1. Due to low cost & low power (though low weight means high power to weight ratio) it has failed to attract the affluent who more engaged in track days
2. Its practice of selling vehicles in kit form does not appeal to all the group of people buying sports car
3. Brand is limited to smaller geography and isn't popular as a conventional car

Opportunities

1. Its new range of vehicles which it plans to launch like the SP/300R will attract new group of people which refrained from a Caterham since they had to build it
2. Emerging markets like India where race tracks & other similar infrastructure is on rise are geographical opportunities
3. They can further leverage the success of Lotus GP F1 team to enhance their brand

Threats

1. Increasing fuel prices
2. Macro-economic factors which are making people averse to spending esp. discretionary spend

Competition

Competitors

1. Lotus

2. Ford

3. Honda



Advertisements



Looking for More Brands? Search BrandGuide

Edit the Brand or Add a New One : Contribute to BrandGuide

The brandnames and other brand information used in the brandguide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.
Utmost Care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.


Similar Brands in the same Sector: