Mitsubishi Lancer SWOT Analysis, USP & Competitors

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

Mitsubishi Lancer

Parent Company

Mitsubishi Motors

Category

Sedan

Sector

Automobiles

Tagline/ Slogan

Own the road

USP

Affordable premium sporty sedan

STP

Segment

People who want to drive an affordable luxury car

Target Group

Young executives from the upper-middle income bracket

Positioning

For people who will own the road when they drive the Lancer

SWOT Analysis

Strengths

1. Between its introduction in 1973 and 2008, over six million Lancers had been sold
2.Lancer has been known as the Colt, Dodge/Plymouth Colt, Chrysler Valiant, Chrysler Lancer, Eagle Summit, Hindustan Lancer, Soueast Lioncel, Carisma, and Mirage in various countries at different times
3.One of the most popular car brands in the world, especially Asia, Europe and Australia
4.Excellent brand visibility and good servicing
5.Sporty looks popular with people who want car-modifications

Weaknesses

1.Distribtution is lesser as compared to other popular competing brands
2. Controversy over clutches, Gearbox , Transmission impacted brand

Opportunities

1.Fast growing automobile market

2.Increasing purchasing power parity

3.Use the strong global brand presence
4.Need to work on bringing hybrid and eco-friendly models

Threats

1.Intense competition

2.Government regulations and increasing fuel prices

3.Improvement in public transport

Competition

Competitors

1.Honda City
2.Toyota Corolla
3.Hyundai Accent
4.Chevrolet Optra
5.Fiat Linea
6.Maruti SX4


The table above concludes the Mitsubishi Lancer SWOT analysis along with its marketing and brand parameters.

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