Suzuki Motor Corporation with a corporate history spanning over 75 years has achieved international success by maintaining a continuous policy of designing and producing quality products to innovatively meet the daily needs of the customer. Their designs and technological expertise has emphasized this spirit and hence helped them achieve an enviable reputation and respect during the last thirty years all over the world.
             Suzuki enjoyed a developing level of success in its local market till 1979. Then the company burst into new markets in 1982 with the export of the SJ410. The SJ series was great success in over 100 countries around the world, which gave Suzuki an opportunity to serve a huge potential market. This encouraged Suzuki to introduce the SJ413 what was to be called as Samurai with specific changes, customized for the US market. Suzuki defined a good marketing strategy for this vehicle in the US by matching their strengths with the needs of the US target market (producing a light weight automobile). It also offered an attractive price with a superior product strategy, which are the key success factors in positioning a product.
             A good marketing strategy is characterized by a clear market definition; a healthy match between the corporations strengths and the needs of the market in addition with superlative performance relative to the competition. Marketing strategies focus on differentiating the corporation effectively from its competitors, capitalizing on its distinctive strengths in order to deliver better value to its customers.
             THE MARKETING STRATEGY OF SUZUKI SAMURAI IN THE US MARKET
             Suzuki initially followed a single market strategy to enter the US market. In order to cover a limited part of the US market the Samurai was marketed exclusively in the continental US. The American Suzuki Motor Corporation (ASMC) management thought they could get a feedback about its growth and response from this single market.
             Suzuki...