Lexus SWOT Analysis, Competitors & USP

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

Lexus

Parent Company

Toyota

Category

Sports Car, SUV, Sedan, convertibles

Sector

Automobiles

Tagline/ Slogan

Engineering the impossible; Pursuit of perfection

USP

A dedicated luxury vehicle division by Toyota, Lexus has been manufacturing luxurious and most efficient cars delivering maximum power from minimum fuel usage

Lexus STP

Segment

Luxury cars for Elite class

Target Group

Targeted towards extremely affluent customers seeking ultimate luxury

Positioning

Lexus is positioned as a company continuously seeking perfection through adoption of latest and most innovative technologies

Lexus SWOT Analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lexus :

1. Lexus is extremely prestigious in the luxury segment

2. Stylish and dynamic design which reduces aerodynamic drag providing swift drive

3. Motto of Lexus cars is continuous innovation to achieve maximum power from minimum fuel consumption

4. Wide range of diversified product portfolio

5. Strong presence of Lexus in racing events which builds good customer connect

6. Already forayed into hybrid & concept cars which hold tremendous potential

Weaknesses

1. Limited product portfolio of Lexus cars in growing markets

2. Tough competition means limited market share

3. Limited distribution & service network and spare part availability

Opportunities

1. Accommodating & expanding automobile market can be tapped by Lexus globally

2. Leverage 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 can boost Lexus sales

Threats

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

2. Competition from other big automobile giants can affect Lexus' business

3. Product innovations and frugal engineering by competitors

Lexus Competition

Competitors

Below are the 10 main Lexus competitors :

1. BMW

2. Audi

3. Mercedes Benz

4. Ferrari

5. Jaguar

6. Aston Martin

7. Bentley

8. Lamborghini

9. Porsche

10. Maserati


The brandguide table above concludes the Lexus SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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