Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » SWOT » SWOT analysis of Maserati

SWOT analysis of Maserati

May 19, 2019 By Hitesh Bhasin Tagged With: SWOT

Maserati is an Italian automaker that specializes in luxury cars. Maserati, identified by its trident logo makes cars that are known for their style, luxury, and sporty design. The company is currently owned by Foat Chrysler Automobiles which also owns other brands like Alfa Romeo and Abarth.

The top selling brands of Maserati are Ghibli, Levante, Quattroporte, Gran Turismo, and GranCabrio. From a production of 42100 units, the company registered an annual turnover of 3.5 billion Euros in the year 2016. The company has also been associated with racing cars and made cars for the Grand Prix in the early 1920’s.

The Maserati brand has won various racing events since then and the company continues to manufacture cars for racing events.The various product categories of Maserati include the saloon, executive sedans, crossover SUV’s and grand tourers. In addition to this Maserati also gives customers the option to personalize their designs.

Table of Contents

  • Strengths in The SWOT analysis of Maserati
  • Weaknesses in The SWOT analysis of Maserati
  • Opportunities in The SWOT analysis of Maserati
  • Threats in The SWOT analysis of Maserati

Strengths in The SWOT analysis of Maserati

Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. The following are the strengths of Maserati:

  • Sales Boom in China: It is a well-known fact that though China is one of the most lucrative markets for cars, it is not an easy market to break into. But Maserati has made the impossible possible as they sold over 12000 Quattroporte models in the year 2016. This acted as a boom for the company.
  • History of Innovation: The brand has a history of being innovative in all its models and many of its racing victories can be owed to the discovery of lightweight alloys. They have also been innovative and unique in their designs and though many automakers have tried to model themselves on Maserati they have been unsuccessful in replicating their success.
  • Association with sound. Maserati cars have always been obsessed with sound and the owners can gain access to the Soundcloud account where the exhaust sounds of their models are uploaded and owners can choose from these for their cars.
  • Positioning: Maserati has been targeting young drivers and thus they position their vehicles as fast, fearless and stylish. The company has also been consistently designing their sports cars with a younger audience in mind and keeps track of the trends amongst youngsters.
  • Association with FCA: Both Fiat and Chrysler are veterans in the automobile industry and other than the experience they have massive production and research capacities. Maserati can use the FCA association to build on both the economies of scale and the economies of scope.

SWOT analysis of Maserati - 1

Weaknesses in The SWOT analysis of Maserati

Weaknesses are used to refer to areas where the business or the brand needs improvement. Some of the key weaknesses of Maserati are:

  • Accelerator Issues: Maserati has been recalling many of its Quattroporte owing to acceleration issues.The company has stated that there may be extremely high speeds owing to the driver side floor mat anchor issue which in turn can create safety problems.
  • Excessive dependence on China: The Chinese market is showing a lot of interest in Maserati and the company is now focusing completely on China to meet its target for sales revenues. This might not be the right strategy.
  • Poor customer connect: Though Maserati has clear differentiators and unique product features for each of its cars it has been unsuccessful in communicating the same to its customers. Customers are not sure about what the brand Maserati stands for or its position in the market in terms of segmentation.
  • Ambitious Sales targets: Maserati has the Grand Turismo Sedan, The Quattroporte coupe and they compact Ghibli along with an SUV Levante in the market. The company is targeting a sales push which is ambitious considering the market in the western world for luxury cars is slowing down. This plan may prove to be a disaster for the company.

Opportunities in The SWOT analysis of Maserati

Opportunities refer to those avenues in the environment that surrounds the business on which it can capitalize to increase its returns. Some of the opportunities include:

  • High market potential for luxury cars: Carmakers are trying to increase the market potential for luxury cars in all markets globally. The current statistics for the market share of luxury cars are at the top with 24 %, U.S. at around 10-12%, China 8%, Malaysia 5.4% Indian 1.2 %, and Indonesia 2.5%. With lower costs of ownership and more access to financial support, these numbers are likely to grow in the next few years.
  • Changing customer preferences: Customers are more conscious about their social positions and cars are seen as a symbol of status. With more propensity to spend customers are willing to invest more in quality vehicles. This can be an opportunity.

SWOT analysis of Maserati - 2

Threats in The SWOT analysis of Maserati

Threats are those factors in the environment which can be detrimental to the growth of the business. Some of the threats include:

  • Competition: The main competitors of Maserati are BMW, Porsche, Ferrari, and Audi.
  • Recession: The financial crisis that has hit the globe, loss of jobs, pay cuts and exorbitant taxes may all result in slacking the growth rate of luxury cars market.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp
Digiaide Marketing and Digital Marketing Courses

Related posts:

  1. SWOT analysis of Proton Cars
  2. SWOT analysis of Alfa Romeo
  3. SWOT analysis of Rolls-Royce
  4. SWOT analysis of Lamborghini
  5. SWOT analysis of Porsche
  6. SWOT analysis of Lexus
  7. SWOT analysis of Volkswagen
  8. SWOT Analysis of Huawei
  9. SWOT analysis of Mitsubishi Motors
  10. SWOT Analysis of Prada

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Budgetary Slack – Role, Causes and Drawbacks
  • Capitalization – Definition, Importance and Types
  • Brinkmanship – Definition, Examples and Tips
  • Community of Practice – Definition, History and Types
  • Collaboration – Definition, Importance, Types and skills
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved