Taking A Look At Subaru Of America, Inc.

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Founded in 1968, Subaru of America, Inc. (SOA) is the U.S. Sales and Marketing subsidiary of Fuji Heavy Industries (FHI) of Japan and is responsible for the distribution, marketing, sales and service of Subaru vehicles in the United States… Today, the Subaru product line includes the Impreza, WRX, STI, BRZ, Legacy, Outback, Forester, and Crosstrek (Subaru, n.d.).

Product Life Cycle of the Outback
The product life cycle is the course of a product’s sales and profits over its lifetime (Armstrong, 2015 p. 251).
Introduction
The introduction stage is a period of slow growth as the product is introduced to the market (Armstrong, 2015 p. 251). Subaru used the Outback as a way of getting into the Sports Utility Vehicle (SUV) market when in the early 1990’s the product movement was popular.
Growth …show more content…

How do shifting consumer trends affect Subaru’s products?
Subaru is a company that values the trends and their customer’s opinions. Since SUVs were a starting trend Subaru found a way to enter the market to compete by creating the Outback. Subaru needed to accommodate the growing family. As families began to grow Subaru came up with the Tribeca to accommodate the growing family.

Has Subaru remained customer oriented in its new-product efforts? To maintain a customer oriented company as stated in the video by carline manager David Sullivan, Subaru monitors their customer discussion boards on the Internet, get letters and phone calls from customers on a daily basis, and dedicated research like consumer research clinics and ethnographic research. Subaru also goes to consumer’s home to determine the brands that they interact with as well. These are great examples of how Subaru can be effective in product development. Going into the consumer’s home is a great way of Concept Testing new products with a group of target consumers to find out if the concepts have strong appeal (Armstrong ,2015

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