Japanese Familia or Mazda 323, is a small car which has been widely demanded all over the world. Japanese auto industry manufactured it in 1976 and continued till 2003. Later on, due to its extreme popularity, other countries like Taiwan, Malaysia, South Africa, Colombia and New Zealand started with its assembly line. The great compact car has been named different in different regions which is a rare phenomenon. It was called as GLC or Protege in America and Etude in South Africa

The super car Mazda 323 hit the top position in the charts of US car magazines because it was not only liked for its performance but the style was highly appreciated and people liked driving small compact cars. The brand image of Mazda was deep-rooted and it was regarded as a reliable and dependable vehicle, therefore was named as Protege. The golden period for Mazda was also characterized by the fact that it ruled the market of compact cars for a very long time, despite the presence of Ford Escort, Ford laser and Meteor.

GLC or Great Little Car was the fifth generation launch of Japanese Mazda Familia. Back in 1976, it first time hit the market with rear wheel drive feature. It was at that time, that the manufacturers wanted to grab a huge market share by catering to a very large customer base that had dissimilar need. Therefore, it was impossible to imagine one vehicle which could provide an answer to the needs of such a diverse customer segment. Mazda was launched in three different bodies namely station wagon, van and compact car. Each model was given a point of differentiation by the changing the number of doors and seats in the vehicle. This was again a remarkable step to satisfy their target markets’ needs. The station wagon was launched with four door four seater or three doors four seater. Van had an extended roof along with three door four seater interior. The compact came with both five and four doors along with four and three seat interior respectively. The commonalty amongst the models was the sealed square light which each model carried except their van.

This compact car, MAZDA 323 has enjoyed a remarkable brand image with characteristics like reliability, exquisite styling and smooth driving. Taking into account various features of this car; it is vital to highlight the fact that Mazda 323 has quite spacious interior, very easy and smooth controls and a unique feature in the shape of folding back rest of the passenger seat to use it as a table for various purposes. The acceleration and speed transmission mechanism is of superior quality like that in all other Mazda models. It cannot be denied that today’s world is the world of marketers and the image is the most important factor which can drive customers away or towards a brand. Mazda 323 has been fortunate to hold an image of reliability and dependence. This is the basic reason which has made it the top favorite in the compact car category. Ford Escort and VolvS40 are fierce competitors of Mazda 3, a replacement of Mazda 323 in today’s markets.

The company should carry out a through competitor and market analysis to set strategies accordingly, for long and short term horizons.

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Category: Automotive
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