Mazda 3 Sales Management

8/3/2019 Mazda 3 Sales Management

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Designed to Inspire and to Please

Prepared by:

Lama Homsi Randa Al-Kurdi

Layan Khaled Hussein Khalifeh

Sameh Azakir Mazen Abbas

Submitted to:

Dr. Marwan Wehbi

BMKT 363 : Sales Management

Thursday, December 23rd

2010


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Mazda 3: Designed To Inspire & To Please

Sales Management Page 2

Executive Summary

To begin our work, we have chosen to conduct a research on Mazda Company, and specifically,

one of its cars, which attracted our attention; Mazda 3. We first started by doing some research on the

Internet to increase our knowledge about Mazda company, and its position among its main competitors.

Then, we conducted an Interview with Mr. Tony C. Abdo, the sales manager at A.N. Boukather, the

only Mazda company agent in Lebanon. After knowing the target segment of Mazda 3, we carried out a

survey and distributed a questionnaire on the staff and faculty members of the Lebanese University, the

Lebanese American University, and Hariri Canadian University. This research was conducted in order to

determine whether Mazda3 is a success or a failure. This was uncovered by describing and analyzing the

firms personal selling philosophy, with its four basic strategies: the Relationship Strategy, Product

Strategy, Customer Strategy, and the Presentation Strategy. Moreover, it shows how those strategies,

serve as the successful key for building quality partnership.


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Table of Contents

Introduction ..................................................................................................................... 4

Description of Mazda Company .................................................................................... 4

Mazda the Brand ............................................................................................................. 5

Mazda ZoomZoom Experience ....................................................................................................... 5

History of Mazda Company in Lebanon ...................................................................... 6

Mission and Vision ............................................................................................................................. 6

Mazda Values...................................................................................................................................... 7

Mazdas nine Promises ...................................................................................................................... 7

Mazda 3 ............................................................................................................................ 8

Relationship strategy ...................................................................................................... 9

Product Strategy ............................................................................................................ 11

Competitive Analysis Worksheet .................................................................................................... 14

Customer strategy ......................................................................................................... 14

Presentation strategy .................................................................................................... 17

The Presentation Six-step Plan ....................................................................................................... 20

Conclusion ...................................................................................................................... 21


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Introduction

It has been proved that everything we learn from the books can never be stamped in our mind

without doing a real-life application on it. After studying the value-added approach of personal selling

which combines strategic planning, consultative selling practices, and partnering principle, we have

learned that the Strategic/Consultative Selling model features five steps. The interrelationship of Basic

Strategies constitutes the Consultative Selling Model, which is mainly responsible of the success or the

failure of any product.

For a better understanding, we did a real-life application about these strategies, so we chosen

Mazda Company.

Description of Mazda Company

Mazda is a Japanese car company, known as Mazda Motor Corporation. It incorporates a desire

to achieve world peace and the development of the automobile manufacturing industry. The Brand

Symbol expresses Mazdas dedication to continuous growth and improvement. It is a symbolic

development of the Mazda "M" showing the company stretching its wings as it soars into the future.

Mazda's target customers are Those individuals who are young, have a good capability to

express themselves, are always passionate, and are self-confident in their choices.

Today, Mazda manufactures in Japan, United States, China, Taiwan, Thailand, Philippines,

Zimbabwe, South Africa, Ecuador, and Colombia. Its recent main focus is on serving the best Zoom-

Zoom experience, and on building the most luxurious Brand Image.

We are moving forward with the same challenging sprit that has made Mazda the world leader in

rotary engines. We will uphold our group unity as "One Mazda" as we aim to meet our responsibilities to

ongoing changes in society and be a company that is trusted and appreciated by all our stakeholders

throughout the world.(Takashi Yamanouchi, President and CEO.)


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Mazda the Brand

In order to communicate Mazda's unique value globally, Mazda has recognized itself ahead of

other Japanese carmakers as a leading brand on the world stage by establishing "World Wide Brand

Positioning". All of Mazda's corporate activities, symbols and logos, are placed to catch the customers'

eye. Through these initiatives, Mazda aims to establish unique brand image throughout the world's

markets. Mazdasbrand concept is divided into two notions: Personality and Product. Mazda tried to create

an image where Personality is defined as Stylish, Insightful, and Spirited, and where Product is defined as

Distinctive Design, Exceptional Functionality, and Responsive Handling and Driving Performance. Nowadays,

Mazda is giving a superior importance on the brand image because of the vital it plays in distinguishing

one company's products to those of competitors.

Figure 1:

World

Wild

Brand

Positioning

Mazda ZoomZoom Experience

In March 2007, Mazda introduced the "Sustainable Zoom-Zoom" plan, which outlines Mazdas

long-term vision for technological development. The new brand message was Zoom-Zoom (the love

of motion experienced as a child) as a simple expression of what Mazda stands for. Mazda has

developed its business by providing "Zoom-Zoom" cars that makes users have fun while driving. The

plan of that inspiring slogan stresses the ongoing devotion of harmonizing driving performance with

safety and environment through building vehicles that look inviting and funny to drive, and invoke the

peoples needs to drive them again.


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History of Mazda Company in Lebanon

In 1908, Nicholas BouKather was among the first who imported motor vehicles from the United

States to Lebanon, Syria, and Iraq. Despite having some serious challenges to face, he managed to reach

his aim successfully. Afterward, his son, Antoine Boukather contributed to his success in 1968, and took

a risk when he introduces Mazda car in Lebanon, since it was nothing but an unknown Japanese car

Brand at that time, in to the Lebanese Auto market.

Antoine Boukather came up with a creative approach to promote his product where he used to

lend cars to friends and potential buyers with the notion if you like it you buy it, if not, and then you

can give it back. Eventually, none of the lent cars were returned. Since that time, Mazdas success, on

the Lebanese territories through A.N Boukather, started in a widely customer comes first oriented

fashion. Today, after 42 years since the relations with Mazda were found, and after more than a 100

years since Nicholas Boukather involved the family in the Auto trade dealership, A.N. Boukather, with

both Anthony and Nicholas Boukather Sons and Grandchildren to the founders, has become one of the

most dynamic, trusted, and valuable new car business in Lebanon.

Mission and Vision

In December 1999, Mazda established a new corporate mission and vision. Mazda stated clearly

its impressive mission as the following: With passion, pride and speed, we actively communicate with

our customers to deliver insightful automotive products and services that exceed their expectations.

Besides, it has an ambitious vision regarding further success which is To create new value,

excite and delight our customers through the best automotive products and services.

Moreover, while interviewing Mazdas sales manager in Lebanon, he mentioned an objective

which can be considered as a motivational quote to any business which is: Our objective is to create

something, and to be the best in what we create, as the number 1 always!


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Mazda Values

Not like any business, Mazda Company emphasizes on some remarkable values such as

encouraging value integrity, creativity, efficiency, nimble actions, customer support, and respecting

highly motivated people and team spirit. Moreover, Mazda positively supports environment, society, and

safety being the number one Hybrid car that is 100%. We see it as our mission to build cars that also

provide high levels of environmental and safety performance.(Mazdas CEO)

Furthermore, Mazdas aim is to have the highest number of loyal customers, by building strong

relationships with them. They want their customers to be proud of their car, and not to have any regrets

of buying it. Thus, Customer satisfaction is one of the permanent values they assure.

Mazdas nine Promises

Each member of staff at A.N. Boukather has promised to be committed to the following nine

promises while performing his job at Mazda. These promises are as the following:

1. Convey the dynamic excitement of Mazda vehicles to customers with complete confidence.2. Ensure appropriate clothing and appearance of all the staff.3. Identify correctly customer's needs and motives by listening to them attentively.4. Respond to customers requests sincerely and promptly through understanding their position.5. Explain clearly Mazdas products and services to its customers.6. Gain the trust of customers by keeping every promise made, no matter how small it is.7. Be a product expert.8. Preserve the cleanliness and the attractiveness of the showrooms.9. Abide by society's norms & customs in everything done.

From the promises stated above, it can be interpreted that Mazda in general is a successful

company since the staff is asked to follow certain norms and standards while performing jobs, and

applying a strategy considering customer as an asset where satisfying his needs, comforting him, and

servicing him properly is a priority.


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Mazda 3

Since 2003, Mazda Company has enhanced its products by

launching various categories, each targeting specific segments of

people, such as Mazda2, Mazda 3, and Mazda 6. This project will focus

on Mazda 3 being the most competitive one among these three.

In 2010, Mazda 3 was established combining quality, luxury,

stability and safety all in one package. It is a medium car designed for

those who are going to marry, or newly married, or even those who

have small families. Planned for that specific target segment, it is

designed to be a fuel efficient car available at affordable prices in

order to conquer customers satisfaction in all aspects; thus providing

suitable levels of economy, practicality, and satisfaction.

Mazda 3 is a new product that Mazda Company is working

on developing its brand and position in the market. For this reason, it is applying the consultative selling

process that lead to long term relationship with customers leading to the prosperity. Mazda 3 is a

challenging product since it is competing with strong brand products; Toyota Corolla, Honda Civic, and

Nissan Senatra. Those are the car brands which customers are actually used especially in Lebanon. For

this reason, Mazda 3 is facing a huge competition. Yet, is it a failure or success? This will be concluded at

the end of this report, after analyzing its

relationship with the four basic strategies, of the

Consultative Selling Model.

Figure 3: Mazda 3 Body

Figure 4: Mazda 3 doors

Figure 2: Mazda 3


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Relationship strategy

Adapting a relationship strategy means that a salesperson must listen to the customer, define the

problem, and then configure a suitable solution. What is important in adapting a relationship strategy is

the salesperson since he is the closest person to the customer who will represent the company to him/her.

Competent salespeople, training, knowledge, and experience are important keys for building a

relationship strategy. While asking Mr. Tony Abdo (the general sales manager at A.N.Boukather), about

the criteria they seek in a salesperson to hire, and what characteristics they insist, he answered They

must have young spirit, and every sales person should have his own life style. He emphasized on the

charisma, personality, and the character of the salesperson.

He added that during the hiring interview, the applicant is asked to sell a calculator in order to

know if he has the capabilities to communicate anything spontaneously, and interpret his unique style to

start a conversation with a prospect and approach him. Once he/she is selected, they must undergo an

intensive training program for 6 months in order to build a strong knowledge base and gain a compatible

practice for selling cars. So, salespeople are selected and recruited very carefully in order to succeed in

selling people thus solving their problems.

According to the appearance, Mr. Tony mentioned that what is important for a salesperson is to be

elegant in order to be attractive for customers, yet he highlighted the flexibility so that the salesperson will

be satisfied so that he will be pleased and fulfilled, thus will be motivated to work. In simple words,

salespeople must come to work satisfied with how they look, and what they wear in order to be satisfied

and fulfilled thus being able to sell cars.


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What is mentioned implies the degree ofprofessionalism the staff has, taking in to consideration

the well planned hiring process where salespeople grant enough knowledge and experience.

Moreover, he insisted on a major criterion which is integrity in order for the salesperson to be able

to succeed in his task. As well, the nine promises committed by Mazdas employees include perseverance,

trust, loyalty, charisma, best performance, believing in self and everything else needed in order to be a

successful salesperson. Thus, it can be affirmed that Mazdas salespeople are away from knocking down

any ethical standards.

Furthermore, once the customer asks for a help, the salesperson tends to listen carefully to

customers need in order to deliver the best solution that satisfying and fitting the need. This in turn

implies adding value throughadopting win-win strategy. The evidence that proves the credibility of what

is mentioned is demonstrated in the competitive analysis worksheet, in the product strategy, where

salespersons attributes are evaluated, and ranked among the best in most of the characteristics.

Besides that, direct contact with customers adds value through non-verbal messages. Mr. Tony

pointed out that As soon any prospect enters the showroom, a salesperson must be ready to welcome him

with a smile, asking if there is anything he can help in. Adding value through non-verbal messages

commence a greatpresentation strategy, and stimulates the initiation of a long-termrelationship strategy.

What was mentioned above implies that Mazda is involved in building relationship with its

customers through its sales department, since the salesperson is the closest person to the customer who

will represent the company to him/her. The secret of success in selling depends on the salespersons

ability to develop, manage, and enhance interpersonal relations with the customers.


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Product Strategy

In any business advocating long-term relationships, products represent the product-solving tools.

The product strategy is a designed plan that helps salespeople identifies customer needs. To be successful,

it must include 3 major elements: Become a Product Expert,Sell Benefits, andConfigure Value-

Added Solutions. Yet, products come from four main categories: Potential, Value-added, Expected, and

Generic products. Mazda 3 is which product? Does it apply the Product strategy perfectly?

According to the Relationship strategy, once the salesperson is hired at Mazda, he is required to

start a special training program, to gain a wide knowledge about MAZDA from a side, and a compatible

experience in selling cars from another. This demonstrates that before engaging in any sales process, a

salesperson must Become a product expertwhich is the 1st step in developing aproduct strategy.

When it comes to the car itself, Mazda insists on crucial standards such as stability, safety,

halogen lights, excellent stops, and Triple-H structure, which rewarded her Five Stars among its

competitors. Specifically, Mazda 3 is the solution for those customers seeking for Quality, Luxury,

Prestige, Fuel efficiency, and affordable price all in one package, offered by a company where customer

service is a priority. Selling of benefitsclassifies Mazda 3 on the top among its main competitors.

As a first impression, Mazda 3 could be considered an expected product, seeing that it meets the

minimum customers expectations, beyond any other generic product. Yet, after conducting the interview,

it was realized that Mazda Company is following a value-added strategy for positioning Mazda 3. For

example, Mazdas help center is involved in servicing the customer, by reminding them of their

mechanical evaluation on time through sending emails, as a free service. Generally speaking, what

differentiate Mazda Company from its competitors is that they do their best to produce the best quality,

while others do their best to produce the highest quantity (Mr. Tony Abdo). In returns, all the previously


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mentioned statements by Mazda, leads to the superior satisfaction of customers needs. Thus far, this

empowers the customer strategy.

In general, when buying a car, customers seek for various criteria, and take plenty of time to make

a decision since they are highly involved in the purchase process and in the product being complex one.

So, it depends on the company, the product, and the salesperson combined all together to deliver the

expected cluster of satisfaction for customers and add value to it. Mazda is doing the best to configure

value-added solution, which is the most important rule in the product strategy.

To give a proof on Mazdas great performance in the cars market, among its competitors, the

threeproduct attributes, the company attributes, and the salespersons attributes of Mazda 3 are combined

together, and compared to those of Toyota Corolla and Honda Civic, the main competitors of Mazda 3, in

todays Market. The Competitive Analysis Worksheet (Figure 5) is very helpful to discover methods to

position Mazda 3, as the superior choice over its main competitors, Toyota Corolla and Honda Civic.

After observing the table (Figure 5), we can learn that Mazda 3 is positioned among the best of its

competitors, in terms of quality, durability, performance, package flexibility, and warranty. Additionally,

it is better than them, in terms of reliability and Brand. Yet, still Mazda is focusing on giving the best

luxurious brand image of all.

Now according to Mazda Company, it cannot be denied that it only has one agent in Lebanon

which is A.N. Boukather, so the distribution channels are few. As another real-life confirmation to the

above points, it can be interpreted through the survey conducted that many people when buying a car,

visit Mazda without having any or few information about it, and no motive to buy Mazda 3, yet after

trying it, they discover how easy it is to drive. So, they directly reject to buy any other car, due to Mazdas

ease and comfortable driving. This implies that Mazda 3 is positioned in customers mind as a practical,

efficient, and comfortable car. Those could be one of the most important competitive advantages of


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Mazda 3, which cannot be touched or assured, unless customers are given the chance to try the car! This

will be discussed later on, in thepresentation strategy.

Mazda 3 Toyota Corolla Honda Civic

Product

Attributes

Quality

Durability

Reliability

Performance

Package flexibility

Warranty

Brand

Reputation


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Competitive Analysis Worksheet

Legend

Among the Best (5 stars) Better than Most (4 stars)

About Average (3 stars) Less than Average (2 stars)

Customer strategy

Transforming every customer to an ambassador is our profession(N. Boukather)

Mazda has implemented a "customer for life" program. It is interested in making customers as

comfortable as possible and giving them the feeling of belonging; transforming every customer to an

ambassador is our profession said (Nicholas Boukather). Hence, Mazda Company is working on

Company

Attributes

Industry Leadership

Facilities

Ease of cloning Business

Distribution Channels

Ordering convenience

Returns, credits, etc

Salesperson

attributes

Knowledge Expertise

Responsiveness

Pricing Authority

Customer orientation

Honesty/integrity

Follow-though

Presentation skills

Figure 5: Competitive Analysis Worksheet


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moving customers upward along the loyalty ladder. Since 2003, a new strategy was enhanced and applied

into Mazdas business. The new strategy stated that there must be a compatible Mazda car for each and

every type of customer; so Mazda established different car categories for different target segments. In this

way, the buying process became easier for customers, since each car or category responds to a precise

need.

Starting by the names of Mazda, managers chose numbers especially small ones to name the cars

in order to be easy for customers to remember them, and to position them easily in the customers mind.

For example, as soon as people hear the name Mazda 2, they will consequently think of it as the small car.

When they hear Mazda 3, they will directly imagine the mid-size car, the same for Mazda 6 that implies

the big car. This naming strategy was applied since they are highlighting a long-term relationship and

focusing on next generations, whom will seek simplicity.

Taking into consideration the promotion of Mazda 3, Mazda Company is depending on the word

of mouth in promoting it, and increasing the number of new customers (Ferris wheel). It depends a lot on

referrals since customers buy such a product after seeing others satisfied with it. Thus, for Mazda 3, the

act of creating champions is a crucial point. This is accomplished through satisfying champions needs

and servicing them properly in order for them to advice referrals to buy Mazda 3 through promoting it and

boosting its reputation.

Besides that, the purchase behavior of Mazda 3 isnt a matter of buying a car anymore; yet its a

matter of defending the choice of belonging to Mazda Company through owning Mazda 3. Thus a

customer will choose owning the pride of the perfect car which makes him/her a Leader, whom people

want to follow or imitate! The secret of success is seeking excellenceThat is why I am your

customer(Mazda customers)


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Mainly, following-up with customers is what differentiates Mazda Company. It seeks both

positive and negative feedback where customers are always asked about their opinion, things that impress

them, and if the car meets their expectations, add value to it, or not. So Mazda is working on involving

customers more and more, to gain their trust, and reach the partnership with them. This is due to the

strategy followed that makes customers feel important since the company is genuinely interested in their

comments and recommendations.

While analyzing and observing some real examples, it can be noticed that the overall buying

process of Mazda 3 is successful. This is due to the fact that many visit Mazda showroom without having

the will to buy Mazda 3, but after trying it, they tend to that it matches their needs. As a result, Mazda

Company is doing the best to accomplish buyersneeds, with Mazda 3, by giving the best quality and the

best service with attractive style and affordable price.

Nevertheless, in general, customers nowadays are becoming more knowledgeable due to the

internet evolution, through which they are able to look for different kinds of cars, their description along

with their specifications. In addition to this, billboard ads and "word of mouth" make a difference. So, it is

becoming more complex to attract new customers.

As we presented in the Competitive Analysis Worksheet, the distributions channels of Mazda

Company are rare, whereas not all Lebanese customers are aware of Mazda new categories Besides

that, the lack of advertising is not making the situation any better. According to our survey, which was

distributed on people included in Mazda 3 target segment, 60% of them did not see Mazdas latest TV ad!


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Maybe it is due to low advertising budget, which did not gave the ad a chance to be noticed, or maybe it is

because of the few channels Mazda contracted with.

Unfortunately, it is really regretful for such a car, with excellent performance in all the previously

mentioned strategies, and in the best value added, and satisfaction to buyers needs, to lose a chance in

increasing its prospect base, just because of the poor advertising campaigns, and the lack of distribution

channels. So, Mazda is applying customer strategy, but it needs to exert more effort on increasing its

prospects base. In other words, it must not only focus on referrals and word of mouth to increase the

customer awareness.

Presentation strategy

I insist that every sales person must have his own personality in the way he deals and talks

with the prospects or with the customer.(The General Manager at A.N. Boukather)

Features to be

demonstratedProof device

to be used

Benefits What the salesperson will say What the

customer will do


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As we mentioned above, before engaging in any sales process, a salesperson is well trained on the

selling process in general where presentation is part of it. Yet, the first step is to notice the objective of the

presentation.

Thus, from what is mentioned above in the table, it can be summarized that Mazda 3 is sold using

a well planned presentation strategy that salespeople are trained on.

Yet, Mr. Tony emphasized that the selling process must suit different customers needs since their

goal is not just selling Mazda 3, but also building a perception that Mazda is a classy brand, and Mazda 3

is the best solution. So, salespeople tend to present Mazda 3 features through transferring them to benefits

that suit each customer, and satisfies his dominant buying motives. The Features Benefits table (Figure

which we talked about in the product strategy, shows what a salesperson present for customers about

Mazda 3, and how to achieve the approach.

Yet if the salesperson does not deeply engage the customer and fails to diagnose the problem

correctly, the solutions recommended may not be the best, and chances to close the sales deal will be

reduced. Therefore, salespeople must diagnose the product, before he prescribes it, in order to assure the

highest chances for closing the sales.

Comfortable

Affordable

price

Fuel Efficient

High

customer-

Service

Luxury

The Car

Mazda 3Low

Cost

Voluble

social

status

Mazda 3 is the best solution for your

problem. You can comfortably drive

a car that you can pay for, save your

money through its efficient fuel

costs, and at the same time offersyou valuable social status.

Feeling the

product

through trying

itFigure 6: Mazda 3 Features Benefits Table


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Most significantly,providing outstanding customer service is one of the most vital objectives at

Mazda Company. After conducting the survey, 90% of the respondents declared that the customer service

is extremely important, while others said that it is important. The follow up they do, the after sale services

they offers, the customer facilities they recommend, and the help they propose, rank Mazda Company as

the best among its main competitors, regarding customer service.

Most significantly, in a presentation, our major concerns must be directed to the Six-step plan.

First of all, the plan starts by the approach of the salesperson to the potential customer. After knowing to

what segment he belongs to, the presentation of the suitable car for the prospect must appease. Then, a

demonstration, by trying the product must occur. After that, when the customer is thinking of taking a

buying decision, the negotiating comes, to convince the prospect to buy. And finally, the closing comes to

agree on the payment methods, and delivery. But the most important step of all those, which build long

term relationships, and create partnership between the salesperson and the customers, is the after sale

customer Service.

This figure (Figure 7) illustrates exactly the presentation Six-step plan, conducted by Mazda

salespeople, to present Mazda 3.


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The Presentation Six-step Plan Figure 7

6 - Service

The after sale service builds strong relationship with Mazda customers. So the salesperson must empower thisrelationship by being personally present during delivering the car on time. Besides, by dialing a phone number, atechnical help is always available for all Mazda customers. Also, a follow up is crucial; the salesperson always calls thecustomer, or visits him, to get his feedback, comments, and recommendations regarding Mazda 3. Hence, the customerrelationship is improved, and the salesperson becomes a partner.

5 - Close

Before the closing, the salesperson negotiates several solutions, which motivate the prospect to buy Mazda 3. He canoffer a free registration, or a 0.99% interest over 5 years. Then, he asks for the order. He can also ask about thedesirable delivery date. After that, he must ask for the order again. Since everything went perfectly, the customerdecides to buy Mazda 3, and the payment mode must be discussed. Here, a long-term customer relationship is initiated,by complimenting the customer on his great choice of Mazda 3.

4- Negotiation

Now, the potential customer is considering to buy Mazda 3. He is will ask about the price. The salesperson

states the benefits obtained, with a value-added. Then, he mentions the price, describing it as a low price,regarding the vast quality of Mazda 3, which worth more than the actual price. Yet, if the customer isn'tsatisfied, the salesperson offers more than one solution, to add value, to convince him to buy Mazda 3.

3- Demonstration

At this point, the salesperson discusses the car's competitive advantages. In order to confirm his solution, aphysical demonstration is needed whereas the salesperson allows the customer to try the car, to validate andguarantee its competitive advantages. Its way of satisfying needs, where the customer is convinced thathe/she needs it!

2- Presentation

The salesperson asks preplanned questions to discover the prospect's needs and his buying motives. Thoughattentive listening, he must know the segment which the prospect belongs to, and select a suitable Mazdacategories. Then, he offers Mazda 3, as the appropriate solution, presents its benefits, and how it matches hisneeds, and facilitates his life, through persuading, and emphasizing on the after sales services.

1- The ApproachOnce a customer enters Mazda showroom, a salesperson introduces himself to the customer with a friendlywelcome statement and a smile. Thus, he adds value through nonverbal communication. By observing wherethe potential customer is looking, the salesperson starts discovering the customers needs, and reviews the

questions in his mind.


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Conclusion

On top of all that, we learned that a relationship can never be developed without focusing on the

customers needs, by providing a great product which matches his expectations. Likewise, these

techniques can never be highlighted without an effective presentation plan. At Mazda Company, the

interrelation of the Relationship, Product, and Customer strategies, to produce the Presentation

strategy, is effective since it gave birth to Mazda 3, the great solution, seeing that its a value-added

product, which responds to customers needs, and creates a relationship between the customer and the

salesperson, who becomes a partner, after the presentation. We conclude here that the interrelation of the

four strategies, to position Mazda 3, is performing successfully, to build the greatest quality partnership.

Today, more than 950 Mazda 3 cars are sold in Lebanon. Thus, Mazda 3 succeeded to meet the

products expectation which the company planned for: to sell 1000 Mazda 3 cars by the end of 2010.

Beyond these points, we can confirm that Mazda 3 is a Success since it meets Mazda Companys

expectations, and it effectively connects the four basic strategies, of the Consultative Selling-Model!

We can conclude that the four strategies, to position Mazda 3, are performing successfully, to

build quality partnership. Today, more than 950 Mazda 3 cars are sold in Lebanon. Thus, Mazda 3

succeeded to meet the products expectation which the company planned for: to sell 1000 Mazda 3 cars

by the end of 2010. Therefore, we can confirm that Mazda 3 is a Success since it meets Mazda

Companys expectations, and it effectively connects the four basic strategies, of the Consultative Selling-

Model!


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Recommendations

After analyzing Mazda 3 performance in the market, among its main competitors, we concluded

that it is among the best in terms of quality, satiability, and customer service. Also, it is working hard on

building the best brand luxurious image, which any person desire to have, since it makes him proud of his

car choice. Unfortunately, Mazda has a small market share, and a small prospect base. This is due to some

few ads which did not create a full awareness of that brand, and didnt increase the prospect base.

Besides, Mazda has only one agent in Lebanon, which is A. N. Boukather; thats why it really need to

have more distribution channels, in all the Lebanese territories.

Hoping to flourish Mazda 3, our first recommendation to Mazda is to launch new effective

advertising campaign, to increase the value of the word of mouth. Mazda Company must create

promotional strategies to reach a maximum number of potential customers. It will be helpful to develop

the great Mazda 3 reputation, by original TV ads and Billboards posters, which attract the attention,

motivating the customers to try Mazda 3.

To ensure such a step, Mazda Company must increase its advertising and promotional budget.

Moreover still, Mazda must expand its distribution channels, and open new branches in different

territories in Lebanon. A.N. Boukather is the only agent of Mazda in Lebanon, so there is a need for

subagents in the south, the north, and the Bekaa. So, the awareness of such an important company will

increase among people from different regions, and the prospect base will be enlarged.

Documents

Mazda 3 Sales Management