Fuji Heavy Industries Ltd

Submitted By :

Tanvi Bhatia

AIM OF FUJI HEAVY INDUSTRIES

“ To Satisfy All Our Customers

by Striving to Be an Appealing

Company with a Strong Market

Presence”

OVERVIEW

Established On July 15, 1953

Head Office At 1-7-2 Nishishinjuku , Shinjukuku , Japan

President is IKUO MORI

STRATEGIC BUSINESS UNITS

Subaru Automotive Company

Industrial Product

Company

Aerospace Company

Eco Technologies Company

SUBARU AUTOMOTIVE BUSINESS

Since it began automobile manufacturing with the 1958 launch of the Subaru 360, FHI has created numerous distinctive models that have contributed to the development of Japan's automobile industry.

The Subaru 360 featured sophisticated packaging- including such aircraft design concepts as monocoque construction and the use of plastic components-along with other innovative and thorough weight-saving technologies.

Launched in 1966, the Subaru 1000 incorporated a horizontally opposed engine, one of the most distinctive Subaru technologies, and was also the first massproduced car to employ a front-wheel-drive layout.

In 1972, FHI became the first in the world to market an AWD passenger car.Subsequently, Subaru has improved and refined its AWD system, thereby creating a symmetrical AWD system that enables optimal driving pleasure and safety.

INDUSTRIAL PRODUCTS COMPANY

The Industrial Products Company develops, manufactures, and markets Robin general-purpose engines as well as products incorporating these engines.

The extensive Robin lineup of general-purpose engines includes more than 2,000 models used throughout the world in products that play crucial roles in society, such as construction equipment and agricultural equipment, as well as in mobile generators, leisure products that enrich lifestyles, and a diverse range of other applications.

Robin engines undergo extremely rigorous testing to ensure stable performance in the worst environments imaginable—from extreme arctic cold to blistering desert heat as well as rough marine applications—and under severe operating conditions.

Robin brand’s distinctive yellow color a powerful appeal.Impressive reliability has also led to the high evaluation of FHI engines used in leisure equipment.

The Industrial Products Company develops and supplies all-terrain vehicle (ATV) and snowmobile engines for U.S.-based leisure equipment maker Polaris Industries Inc. In recent years, the company has established a growing presence in North American consumer markets, where it has achieved surging sales of such products as EX-series engines used in generators and high pressure cleaning machines.

AEROSPACE COMPANY

FHI traces its beginnings to Nakajima Aircraft Co., Ltd., founded in 1917. Since then, the technologies and spirit of innovation FHI inherited from aircraft operations have enabled the Company to maintain a leading position in the Japanese aerospace industry through involvement in the development and manufacture of diverse types of aircraft.

The Aerospace Company’s innovative technologies have made it No. 1 in various business segments, such as in the development and manufacturing technologies for main wings and other structural aircraft components made from advanced composites and other materials as well as sophisticated systems integration technologies for combining the information technologies and flight control technologies of unmanned aircraft.

Regarding helicopters, in recognition of FHI’s previous performance, the Japan Defense Agency has made the Company the prime contractor for the AH-64D combat helicopter, and deliveries of this product began during 2006

FHI’s solid track record in the area of fixed-wing aircraft includes delivery to the Japan Defense Agency of the first domestic jet, the T-1 trainer, and many other products, including the T-7 primary trainers that are currently in use.

The Company is also participating in the projects aimed at concurrently developing, designing, and manufacturing next-generation Maritime Patrol Aircraft and Cargo Transport Aircraft (P-X/C-X).

ECO TECHNOLOGIES COMPANY

The Eco Technologies Company is helping create pleasant living environments and promote a recycling-oriented society by supplying a broad array of vehicles and equipment used to collect, transport, and recycle waste products.

It is also engaged in supplying wind-power systems, which provide clean energy, and various other products that contribute to global environmental preservation.

Fuji Mighty sanitation trucks have been collecting refuse for over 40 years, and they enjoy a top market share. Besides striving to provide sanitation vehicles that facilitate waste processing and offer easier operation and improved performance, FHI is addressing a growing range of increasingly difficult environmental protection challenges, such as facilitating the efficient collection and sorting of recyclable waste products, precise sanitation truck management, and vehicle recycling as well as conforming with exhaust emission restrictions.

In view of this, FHI and ShinMaywa Industries, Ltd., have undertaken a cooperative project aimed at developing sanitation trucks with top levels of performance in all aspects of operations and that are qualified to become the new standard for next-generation sanitation trucks.

The Eco Technologies Company has used FHI’s aircraft-related technologies to develop and market 40kW compact wind-power systems and 100kW midsize wind-power systems, and it is moving forward with the development of 2,000kW large-scale wind-power systems able to meet the power needs of approximately 1,500 households

PRODUCT LINE SELECTED

ORIGIN OF NAME SUBARU

The first president of Fuji Heavy Industries Ltd. (FHI), Kenji Kita, had some definite opinions on the subject of automobiles. "If you're going to build a car, build a full-fledged car." "Japanese cars should have Japanese names." Mr. Kita was ardent about producing passenger cars and was the most passionate of all about the 1954 prototype of the Company's first passenger car, the P-1.

Mr. Kita canvassed the Company for suggestions about naming the P-1, but none of the proposals were appealing. In the end, Mr. Kita gave the car a beautiful Japanese name that he had been quietly cherishing in his heart --- Subaru.

Subaru is the name of a star cluster in the Taurus constellation. Six of its stars are visible to the naked eye, but about 250 bluish stars can be seen if one uses a telescope.

In the West the cluster is called Pleiades, in China, Mao, and in Japan, Subaru ("to govern" or gather together"). In Japan, it also goes by the name Mutsuraboshi ("Six Stars"), under which title it appears frequently in very old Japanese documents such as Kojiki and Manyosyu and literature such as Makura-no-soshi. Clearly, this is one of the clusters much loved by the Japanese from ancient times. Interestingly enough, FHI was created by the merger of six companies, so you can see what a truly evocative name Subaru is.

SUBARU TRIBECA

SUBARU LEGACY

SUBARU OUTBACK

SUBARU IMPREZA

SUBARU WRX STI

SUBARU FORESTER

Entirely Comfortable with Its Orientation: Subaru’s Successful

History of Gay/Lesbian Integrated Marketing

Communications

“Companies can’t just throw one ad at gay consumers and think they’re done.”

– Mike Wilke, Founder and former Executive Director of Commercial Closet Association

SUBARU’S INNOVATIVE MARKETING STRATEGY

• Ad spending in gay media more than tripled between 1994 and 2007 ($53 million to $182 million)

• Companies across several industries market to gays/lesbians, yet few total companies overall

• IKEA (1994), AT&T (1994), Mazda (1994), and John Hancock (2000) receive conservative backlash for their ads

• Gay automotive advertisements:– Saab first to advertise to gays/lesbians in 1994– Saturn second 1995– Subaru third 1996– VW fourth 1997

SUBARU COMPANY OVERVIEW

1917: Nakajima Aircraft Co., Ltd. founded

1953: Fuji Heavy Industries (FHI) created

1958: Subaru of Japan founded 1968: Subaru of America founded

SUBARU COMPANY OVERVIEW

• Subaru today:– Headquartered in Cherry Hill, NJ– Led by Yoshio Hasunuma: Chairman,

President, & CEO– 600 dealerships nationwide– 2008: Sold 192,760 cars– 2008: 2.2% of U.S. market share– 2008: Spent $195 million on advertising– Toyota owns an 8.7% stake in FHI

SUBARU : RECOGNITION

2002 – today: HRC CEI ranking 2005: Bennett wins Visionary Executive

Award from Commercial Closet Association

2008: MediaPost’s Automotive Marketer of the Year

2009: GLAAD’s Corporate Responsibility Award

SUBARU OVERVIEW : SALES FIGURES

POSITIONING OF SUBARU

Niche Brand Premium Japanese Automotive Brand Meant for the top segment of target

market. Higher Income group Status Symbol

SUBARU IN USA

Subaru is what I would call a niche brand. They don't have much direct competition except for the

Mitsubishi Lancer Evolution, which competes with Subaru's Impreza WRX Sti.

Other than that, they don't have much direct competition in the US.

Subaru's sales rose 15.4% even as U.S. auto industry sales fell 21%, the best performance of any automaker.

That helped the Japanese automaker's U.S. market share grow from 1.4% to 2.1%. That 50% market-share gain is a huge jump for a niche automotive brand

SUBARU IN AUSTRALIA

Subaru now holds a 3.9% market share in Australia

Marking 16% annual growth. Toyota and Honda main competitor but

Toyota has 16% stake in Subaru

SUBARU IN CANADA

In 1976, Canadians got their first exposure to Subaru vehicles when Subaru Auto Canada Limited (SACL) began offering the Subaru Leone.

In 1989, the privately owned SACL was purchased by the Toronto-based Subaru Canada, Inc., who, under the guidance of parent company Fuji Heavy Industries, began an expansion process that would eventually see over 100 Subaru Dealers in operation across the country.

Subaru Canada, Inc. is a wholly owned subsidiary of Fuji Heavy Industries of Japan.

Headquartered in Mississauga, Ontario, the company markets and distributes Subaru vehicles, parts and accessories through a network of 88 authorized dealers throughout Canada.

Subaru has 2% market share, 213% sales increase, competitor Mitsubishi.

SUBARU IN CHINA

1.2% mkt share

SUBARU IN JAPAN

1.1% mkt share. It’s the country of its origin. In all countries it operates it has v less

mkt share cuz it targets niche segment. Most successful model is Forester

MITSUBHISI EVO VS SUBARU IMPREZA http://

www.youtube.com/watch?v=S4CfWdoSOTk

THANK YOU