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“Positioned for Success”

“Positioned for Success”. Trevor Amery Chairman, Subaru (Aust) Pty Ltd. WA Marketing & Business Networking Congress – Perth 7 June 2006. Agenda. Background Positioning Strategic Operational “Success?”. Background. Subaru commenced in Australia in 1973 Disparate Niche Products

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“Positioned for Success”

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  1. “Positioned for Success” Trevor Amery Chairman, Subaru (Aust) Pty Ltd WA Marketing & Business Networking Congress – Perth7 June 2006

  2. Agenda • Background • Positioning • Strategic • Operational • “Success?”

  3. Background • Subaru commenced in Australia in 1973 • Disparate Niche Products • Rural Sales Bias • Inferiority Complex • Complex Range • Over Dealerised • “Endaka” • Competitive Motor Vehicle Market

  4. Background • 53 Brands / Marques • 4 Local Manufacturers Market Share • Toyota 20.5% • Holden 17.7% • Ford 13.1% • Mitsubishi 6.3% 57.6% • 49 Marques compete in 42.4% of market • Average 8,551 units each • Over 800 models / variants • Total Volume 988,269 units VFACTS: 2005

  5. “Positioning”

  6. Strategic • Position Subaru as the pre-eminent Japanese automotive brand in the Australian marketplace • Position Subaru as the All-Wheel Drive brand • Position Subaru Australia as the pre-eminent distributor of Subaru product in the world • Manage the Subaru brand to optimise the value for all stakeholders Customer, Dealers, Employees, FHI, Tomen & Inchcape

  7. CUSTOMER IMPORTER ADVERTISER MARKETER RETAIL Sold cars to Dealers Helped Network sell cars • Create Brand • Build Network • Quality Sales • CRM • Grow Brand • Real Time • Experiences Strategic Move closer to the Customer

  8. Price Product / Features Psychographics - Demographics SUBARU BRAND IMAGE Purchase Experience/ Process Ease of Ownership Post Purchase Experience Strategic

  9. Strategic Key Benchmarks • Product Positioning • Product Planning • Marketing Consistency • Dealership Presentation • Training • Skill • Attitude • Presentation

  10. Operational • Rationalise Dealer Network • Rationalise Model Range • Marketing focused on the Consumer Benefits of our Differences • Go Rallying • Web Strategy • RRP Integrity

  11. Operational Order to Delivery Cycle 1995 - DAYS IN PROCESS Production Order 0 Proc. & Production 58 58 Shipping 21 79 Wharf to Compound 2 81 Landed – Wholesale 78 159 Wholesale - Retail 59 218

  12. “Success?”

  13. FWD vs AWD 40 35 30 25 20 15 10 5 0 Retailed Units (000’s) FWD AWD 96 97 98 99 00 01 02 03 04 05

  14. 1996 - 2005 Possum Bourne 1996 - 2002 Cody Crocker 2003 - 2005 AUSTRALIAN RALLY CHAMPION unprecedented ten consecutive championships

  15. Subaru Sales Volume 1996 - 2005 40 35 30 25 20 15 10 5 0 000’s 96 97 98 99 00 01 02 03 04 05

  16. Subaru Sales Volume $50k Plus 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1.500 1,000 500 0 99 00 01 02 03 04 05

  17. Subaru Market Share 4.0 3.5 3.0 2.5 2.0 1.5 1.0 .5 0 % 96 97 98 99 00 01 02 03 04 05 YTD Mar 06

  18. Dealership Throughput New Vehicle Dealerships Volume Average Sales Volume pa 1995 180 7,910 44 2005 109 36,044 331 Note: 40 Dealerships achieve > 70% of National Volume +752.3%

  19. Subaru Melbourne – Docklands

  20. Subaru Mt Gravatt

  21. 71 68 65 65 61 61 59 59 56 52 51 52 51 49 48 47 47 48 46 45 44 44 43 43 41 42 33 33 33 32 30 28 New Car Brand Loyalty: % of current drivers who would consider repurchasing brand (based on 12mth database and no 20k filter in demographic) 80 70 60 50 40 30 20 10 0 Jan 04 -Dec 04 Jul 05 - Jan 06 Ford Saab BMW Volvo Mazda Honda Nissan Toyota Holden Subaru Peugeot Hyundai Mercedes Mitsubishi Land Rover Volkswagen SOURCE: Panorama

  22. Order to Delivery Cycle 1995 2005 Days in Process Days in Process Production Order 0 0 Proc. & Production 58 58 55 55 Shipping 21 79 13 68 Wharf to Compound 2 81 2 70 Landed – Wholesale 78 159 8 78 Wholesale - Retail 59 218 34 112

  23. Subaru Australia - Working Capital 20 0 -20 -40 -60 -80 -100 -120 -140 Millions 94 95 96 97 98 99 00 01 02 03 04 05

  24. Volume and Market Share 2005 Volume Market Units Share Japan (excl mini cars) Japan (inc mini cars) USA Australia Canada Switzerland Germany UK 108,649 258,217 196,002 36,044 15,966 9,401 10,132 8,926 2.8% 4.4% 1.1% 3.6% 1.0% 3.6% 0.3% 0.4%

  25. Subaru Australia v Peers 40 30 25 20 15 10 5 Australia Canada Germany Switzerland UK 96 97 98 99 00 01 02 03 04 05 FHI: Retail Sales (000’s)

  26. Subaru Australia - PBT $ 95 96 97 98 99 00 01 02 03 04 05

  27. Thank you for your interest.

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