SWOT ANALYSIS OF SUV SE GEMENT

STREGNTHS

1. Considered a sport segment – shows passion and prestige in the luxury segment2. Stylish and dynamic design which reduces aerodynamic drag providing swift drive -

Attractive exteriors like massive front grill and LED lighting3. Continuous innovation to achieve maximum power from minimum fuel consumption4. Wide range of diversified product portfolio5. Strong presence in racing events which builds good customer connect6. Already forayed into hybrid & concept cars which hold tremendous potential7. Good off-roading capabilities – reliable/ safe 8. Spacious trunk space and foldable back seats9. Aerodynamic design and adaptive air suspension provides good handling capabilities10. Marketing and advertising has enhanced ownership of SUV cars making a very large

aspirational audience.

WEAKNESSES

1. Limited product portfolio in growing markets (Hybrid and Super Cars)2. Tough competition means limited market share - Limited market share due to niche

segment and intense competition3. Limited distribution & service network and spare part availability4. High maintenance and handling cost. 5. Parking issues for owners.

OPPORTUNITIES

1. Accommodating & Expanding automobile market2. Leverage the early movers advantage in hybrid & concept car segments3. Acquire newer customers by increasing market penetration4. More inclination of affluent customers to purchase international brand5. Augmenting the distribution and service network6. Expanding automobile market and available space for competitors7. Increasing per capita income and purchasing capability of potential customer base8. Segment owned by a renowned and reputed brand names i.e. Audi, Nissan, Land Rover,

which can help in market penetration

THREATS

1. Increasing fuel costs2. Limited customer base for SUV – females almost not involved. 3. Competitive products offering same level features at a lesser price4. Product innovations and frugal engineering by competitors

5. Perceived as a very costly segment which can lead to limited exposure to potential customers

6. Competition for small brands from other big automobile giants like Lexus, BMW7. Product innovations and frugal engineering by competitors

STP of SUV SegmentSegment

1. Sports Utility vehicle2. Luxury and safety with reliability 3. Prestigious, Masculine – powerful

TARGET GROUP

1. Speedy, sports involved, masculinity flaunting customers2. Affluent customers seeking luxury3. Adventure loving people

POSITIONING

1. Perfection seeking brands with respect to fuel, comfort, budget and features. 2. Innovative3. Latest technology 4. Dynamic – adaptive 5. Adventure aiming