Description
SWOT ANALYSIS OF CATERHAM CARS
Caterham Cars Parent Company Category Sector Tagline/ Slogan USP Caterham Group/Lotus Sports Cars Automobile Specialist in Light weight thus high power to weight ratio STP Segment Target Group Positioning For racing enthusiasts For racing enthusiasts who also like to tinker with their vehicles Vehicle which engages the driver & is light weight SWOT Analysis 1. They have been able to stay with the original positioning over the years 2. Track as well as well suited for street use 3. Classic design with futuristic technology 4. Pure track based vehicles like the SP/300R Strength 5. High performance car which is also a performer in racing events 1. Due to low cost & low power (though low weight means high power to weight ratio) it has failed to attract the affluent who more engaged in track days 2. Its practice of selling vehicles in kit form does not appeal to all the group of people buying sports car 3. Brand is limited to smaller geography and isn't popular as a conventional car
Weakness
Opportunity
1. Its new range of vehicles which it plans to launch like the SP/300R will attract new group of people which refrained from a Caterham since they had to build it 2. Emerging markets like India where race tracks & other similar infrastructure is on rise are geographical opportunities 3. They can further leverage the success of Lotus GP F1 team to enhance their brand 1. Increasing fuel prices 2. Macro-economic factors which are making people averse to spending esp. discretionary spend Competition 1. Lotus 2. Ford
Threats
Competitors
3. Honda
doc_754329465.docx
SWOT ANALYSIS OF CATERHAM CARS
Caterham Cars Parent Company Category Sector Tagline/ Slogan USP Caterham Group/Lotus Sports Cars Automobile Specialist in Light weight thus high power to weight ratio STP Segment Target Group Positioning For racing enthusiasts For racing enthusiasts who also like to tinker with their vehicles Vehicle which engages the driver & is light weight SWOT Analysis 1. They have been able to stay with the original positioning over the years 2. Track as well as well suited for street use 3. Classic design with futuristic technology 4. Pure track based vehicles like the SP/300R Strength 5. High performance car which is also a performer in racing events 1. Due to low cost & low power (though low weight means high power to weight ratio) it has failed to attract the affluent who more engaged in track days 2. Its practice of selling vehicles in kit form does not appeal to all the group of people buying sports car 3. Brand is limited to smaller geography and isn't popular as a conventional car
Weakness
Opportunity
1. Its new range of vehicles which it plans to launch like the SP/300R will attract new group of people which refrained from a Caterham since they had to build it 2. Emerging markets like India where race tracks & other similar infrastructure is on rise are geographical opportunities 3. They can further leverage the success of Lotus GP F1 team to enhance their brand 1. Increasing fuel prices 2. Macro-economic factors which are making people averse to spending esp. discretionary spend Competition 1. Lotus 2. Ford
Threats
Competitors
3. Honda
doc_754329465.docx