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PROS:
i he features matched exactly with the attributes of compact sport
utility vehicle.
i Designed to drive well off road.
i Positioning as a sport utility vehicle is consistent with the samurai's
heritage.
i he Samurai was smaller and lighter than the other vehicles.
i Praising of foreign owners because of samurai's reliability. It had the
ability to go anywhere where larger vehicles could not.
i Ease of repair.
i Smaller and lighter than the other vehicles.
i Its price and size made it distinct from all other sport
utility vehicles in the U.S. market. It was sold below
the price of the other vehicles. Its l suggested
retail price was well below the other vehicles͛
$10,000 to $13,000 price range.
i hus the positioning of Samurai as sport utility
vehicle solely concentrated on the low price and its
ability to squeeze through places where bigger
vehicles could not go. It needed to be advertised as a
͞ough little cheap Jeep."
CONS:
i here seemed to be a problem of whether the
positioning could generate the envisioned sales
volume.
i he market for sport utility vehicle was relatively
small. In 1984 it was less than 3% in the U.S
market. he goal was to build as annual sales of
30,000 units within 2 years of its introduction. o
achieve this it was required to exceed the
combined 1984 sales of all imported sport
vehicles.
| X%|X|*X|*&
PROS:
i Positioning the Samurai as a subcompact car would open up the
largest of the three possible markets.
i A trend had been developed that professional like lawyers, doctors
drove it to their offices leaving their Mercedes at home.
i he Samurai boasted an average 28 miles per gallon in combined
city and highway driving, was priced lower than many subcompact
cars, and offered more versatility. hose who were
shopping for an economy car could consider it.
hus the positioning strategy should give emphasis upon looks and
style
CONS:
i If it was positioned as a car then it might not
meet the expectations of the consumers
because the Samurai was built on a truck
platform, its ride was stiffer and less
comfortable than the least-expensive
subcompact cars
!X !!"%"#
i Un-positioning is just the opposite of
positioning. It is offering a single product to
the entire market.
i Pearlstein Ad agency suggests that Samurai SJ
413 should be un-positioned in the market to
cover all three possible segments; compact
sport utility vehicle, compact pickup truck and
subcompact car.
%%!%" $!X !!":
(&Intensive or bonus
may be announced to the channel members for selling
certain number of vehicles.