Harvard Case - Seijing Motor Corporation: Reposition or Extend the Pickup Brand
"Seijing Motor Corporation: Reposition or Extend the Pickup Brand" Harvard business case study is written by Ashita Aggarwal Sharma, Shriram Iyer, Projesh Kar. It deals with the challenges in the field of Marketing. The case study is 8 page(s) long and it was first published on : Mar 2, 2018
At Fern Fort University, we recommend that Seijing Motor Corporation reposition its existing pickup brand to target a younger, more urban audience. This strategy involves a comprehensive overhaul of the brand's image, marketing strategy, and product offerings to align with the evolving needs and preferences of this target market. This approach will leverage Seijing's existing brand equity while capitalizing on the growing demand for versatile and stylish vehicles in urban environments.
2. Background
Seijing Motor Corporation, a Chinese automotive manufacturer, faces a critical decision regarding its pickup truck brand. While its current model, the 'Warrior,' enjoys strong sales in rural China, it struggles to gain traction in urban areas. The company must decide between extending the Warrior brand to cater to a broader market or repositioning it to appeal to a specific segment.
The case study highlights the company's strong financial performance, its established manufacturing capabilities, and its ambition to expand its market share. However, it also reveals challenges such as fierce competition, evolving consumer preferences, and the need to adapt to changing market dynamics.
The main protagonists of the case are the executives at Seijing Motor Corporation, who must navigate the complex decision-making process involving various stakeholders, including marketing teams, product development teams, and senior management.
3. Analysis of the Case Study
To analyze the case, we can employ a framework that considers both internal and external factors influencing Seijing's decision:
Internal Analysis:
SWOT Analysis:
- Strengths: Strong brand recognition in rural China, established manufacturing capabilities, financial stability.
- Weaknesses: Limited brand appeal in urban areas, outdated product design, lack of focus on emerging technologies.
- Opportunities: Expanding into new markets, leveraging digital marketing, developing innovative features.
- Threats: Increasing competition, changing consumer preferences, economic uncertainties.
Product Lifecycle Management: The Warrior pickup truck is likely in the maturity stage of its lifecycle in rural China, indicating a need for revitalization or extension.
Value Proposition Development: Seijing needs to clearly define the value proposition for its target market, highlighting the unique benefits of its pickup trucks.
External Analysis:
PESTEL Analysis:
- Political: Government policies on automotive industry, trade agreements.
- Economic: Economic growth, consumer spending patterns, fuel prices.
- Social: Urbanization, changing lifestyles, environmental concerns.
- Technological: Advancements in automotive technology, connectivity, autonomous driving.
- Environmental: Sustainability regulations, emissions standards.
- Legal: Safety regulations, consumer protection laws.
Competitive Analysis: Seijing needs to analyze its competitors, including both domestic and international brands, and identify their strengths, weaknesses, and market positioning.
Market Segmentation: The case highlights the need for Seijing to segment its target market, considering factors such as age, income, lifestyle, and location.
4. Recommendations
Based on the analysis, we recommend the following actions for Seijing Motor Corporation:
Reposition the Warrior brand: Seijing should target a younger, more urban audience with a focus on versatility, style, and technology. This involves a complete brand makeover, including:
- Brand Positioning: Emphasize the Warrior's ability to navigate urban environments, offering features like advanced safety systems, fuel efficiency, and connectivity options.
- Product Development: Introduce new models with modern designs, advanced technology, and features appealing to urban consumers.
- Marketing Strategy: Develop a comprehensive marketing campaign that leverages digital channels, social media, influencer marketing, and strategic partnerships.
- Pricing Strategy: Consider competitive pricing that reflects the value proposition and target market.
Develop a comprehensive marketing plan: This plan should incorporate the following elements:
- Target Market Selection: Define the specific demographic and psychographic characteristics of the target audience.
- Marketing Mix (4Ps):
- Product: Introduce new models with features and designs appealing to the target market.
- Price: Establish competitive pricing that reflects the value proposition and target market.
- Place: Utilize a multi-channel distribution strategy, including online platforms, dealerships, and strategic partnerships.
- Promotion: Implement a multi-faceted promotional campaign that leverages digital marketing, social media, influencer marketing, and traditional media.
- Marketing Channels: Focus on digital marketing channels, social media platforms, and online advertising.
- Marketing Communications: Develop a consistent brand message that resonates with the target audience.
- Market Research Methods: Conduct ongoing market research to monitor consumer preferences and competitor activity.
Invest in technology and analytics: Utilize data-driven insights to inform decision-making, track marketing performance, and optimize campaigns.
Embrace corporate social responsibility: Highlight Seijing's commitment to sustainability, ethical manufacturing practices, and community engagement to enhance brand image.
5. Basis of Recommendations
These recommendations are based on the following considerations:
Core competencies and consistency with mission: Repositioning the Warrior brand leverages Seijing's existing manufacturing capabilities and brand equity while aligning with its mission to expand its market share.
External customers and internal clients: The target market analysis focuses on the needs and preferences of urban consumers, while the marketing strategy engages internal stakeholders to ensure alignment and commitment.
Competitors: The recommendations consider the competitive landscape, including the strengths and weaknesses of key competitors, to ensure a competitive advantage.
Attractiveness ' quantitative measures if applicable: The recommendations are based on the assumption that the repositioning strategy will lead to increased sales, market share, and profitability, although specific financial projections require further analysis.
6. Conclusion
By repositioning its pickup brand to target a younger, more urban audience, Seijing Motor Corporation can capitalize on the growing demand for versatile and stylish vehicles in urban environments. This strategy requires a comprehensive approach that involves brand repositioning, product development, marketing innovation, and a commitment to data-driven decision-making.
7. Discussion
Other alternatives not selected include:
- Extending the Warrior brand: This option involves expanding the product line to cater to a broader market, potentially diluting the brand's image and confusing consumers.
- Launching a new brand: This option requires significant investment and carries a higher risk of failure, especially in a competitive market.
The risks associated with the recommended strategy include:
- Negative brand perception: The repositioning effort could alienate existing customers and damage the Warrior brand's reputation.
- Costly implementation: The brand makeover, product development, and marketing campaign require significant investment.
- Competition: Seijing faces fierce competition from established brands with strong brand recognition and market share.
Key assumptions include:
- The urban market segment is large enough to support the repositioning strategy.
- Seijing can successfully reposition the Warrior brand to appeal to the target audience.
- The marketing campaign will be effective in reaching and engaging the target market.
8. Next Steps
To implement the recommendations, Seijing should:
- Phase 1 (6 months): Conduct thorough market research, develop a detailed brand strategy, and create a comprehensive marketing plan.
- Phase 2 (12 months): Develop and launch new product models, implement the marketing campaign, and monitor performance.
- Phase 3 (Ongoing): Continuously monitor market trends, refine the marketing strategy, and adapt to evolving consumer preferences.
By taking these steps, Seijing Motor Corporation can successfully reposition its pickup brand and achieve sustainable growth in the urban market.
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Case Description
In early 2016, the country head for Seijing Motor Corporation (SMC) in India was worried about stagnant sales of the company's Supreme pickup brand. The Supreme brand had gained only a single-digit market share over the past year, and SMC's share of the growing large pickup market had steadily fallen, from 40 per cent in 2005 to 10 per cent in 2015. SMC's Supreme brand was competing with the market leader in the pickup segment. The pickup needed to be repositioned immediately so that it appealed to customers; otherwise, its market share would erode even further. Should the company fight existing consumer perceptions or leverage them? Should the Supreme brand be repositioned, or should SMC offer new brands in other segments? Should it extend the Supreme brand name into those other segments, or should it introduce new brand names?
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