As we known Ionians is a Japanese brand name, which is famous of
their high quality in electronic and enduring products. In SOOT
analysis we can see how Ionians business goes and how they look in
customer view. Strength: Strong Research and Development: Ionians
is also known for its engineering, development directed towards
performance improvement, safety, customer satisfaction, and
development of new and innovation products. The company allocates
significant resources to its Research and Develop operating in 65
engineering and Research & Development centers around the
world.
Ionians is one of the most popular automobile brand names,
which having a high global reach and they have over 1. 5 million
employees globally in the world. Ionians is like a pioneer in the
electric car segment having its global presence and in electronic
car Ionians has proved to customer and other automobile that it’s
really challenge to compare to their brand name base on their
quality and technology they have. As globalization Ionians has
manufacturing locations in Japan, India, Brazil, Spain, Thailand,
USA, Malaysia and others countries. Therefore, Ionians production
output opacity can manufacture around 4 million units.
Ionians’ brand was the fastest growing automotive brand name
in 2012; Niacin’s brand was the fastest growing automotive brand in
2012, according to Interbrain. Its value rose by 30% to nearly $5
billion and became the 73rd most valuable brand in the world.
However, Ionians claim this reward from Interbred is from their top
car seller: Deana, Leaf, Altair, Versa all of these models targeted
to young generation and economic family. From this target and price
they have given with their quality they have attract more customer
to use their brand name.
Weakness: Declining reputation due to product recall: Ionians
recalled a number of cars recently due to safety problem in
November 2010. It recalled 604,500 vehicles due to faulty steering
shaft and battery defects. More than 300,000 frontier pick-up
trucks and more than 280,000 Exeter SUB were also recalled due to
faulty steering shaft. About 20,000, Sentry units were also
recalled to battery defects. In October 2010, there are 830,000
units of nine models were recalled due to problems in engine
control switches. Significant product recalls negatively impacts
the consumer confidence in
Niacin’s products and brand image (Denominator, 2011)
Although Ionians recalls comparably less cars than its competitors
do, such situation still hurts firm’s brand reputation and
customers loyalty. Secondly, Ionians weakness is unclear brand.
Despite long history in the automotive industry, Ionians is rarely
considered as a strong brand. They are notion as unclear marketing
strategies and brand development initiatives that it has
implemented in the recent years. Despite efforts to compete and
re-design its brand, the brand struggled in anonymity and settled
in becoming a “generic Japanese brand”.
Even for Niacin’s corporate group, it is not where Ionians
stands. Lack of experience in diesel technology: till this moment,
diesel vehicles sold has been increase a lot compare to 2006 with
0. 4% vehicles. In contrast, Ionians Soot By adenoidal 994 end of
lath January, 2006 the number of diesel cars sold increased by 7.
5% and many people believe that the diesel market will account more
than 80% of total vehicles sales in Europe by the end of 2008.
Diesel technology has been proving significantly over the past few
years because of reducing emission, fuel consumption and cost.
Japan (Niacin’s home country) has a low demand for diesel
engines and this causes Ionians lack of experience in produce
diesel technology than its competitive. Opportunities: After
Ionians Leaf release shares at the Tokyo Stock Exchange was up 5.
4% to 726 yen, the highest level from 29-9 last year. CEO of
Ionians, Carols Shown, said electric cars could account for 10% of
global car sales by 2020 and not utility-emission electric vehicle
can offset its weakness is limited to distances traveled. But Mr…
Chichi Nisei, equity strategist of Nikkei Cordial Securities Inc.
Said investors scrambling to Jump into the car after the
Ionians widely awaited debut. “The product meets its commitment to
environmentally friendly is always encouraging,” said Chichi said.
As the increase of greenhouse affect the demand for environmental
friendly vehicles also increase. Vehicles have been a major factor
in intensifying greenhouse effect by discards a large quantities of
CA and heavily polluting air. Government and customer are being
aware of this negative impact and USA has given a lot of
concessionaires to people who buy friendly environmental vehicles
that discard less
CA. Ionians has done well in experience of creating strategic
partnerships that bring new capabilities, technology, and synergy
to the firm. In this situation, many firms find ways to cut the
costs. However, Ionians need to establish more partnerships,
alliances, and benefit from the advantages that come with them The
increasing of fuel and price is one of the most factors that
Ionians like: From few years ago, Ionians has favoring
fuel-efficient cars with hybrid, hydrogen or electric engines which
will save money and more friendly with environmental.
The increasing eel price would have a lot of benefit for
Ionians because it encourages customers to buy such electronic cars
and Ionians is already in its position to offer many car models
with friendly environment engines. Threat: Sometimes, the
decreasing of fuel price also has a real big effect to the sale of
electronic or hybrid car. And the possible of drop of fuel price is
much high when technology getting more improves and more shale gas
fuels will be extracted. So for this reason, hybrid, electric and
hydrogen vehicles may become less attractive to consumers. However,
most of Ionians profits come from other countries and after
Japan Tsunami the exchange rate of Yen compare to other
countries exchange rate has fall down and it also lead to the
decrease of revenue Ionians earn. The competition between Ionians
and others automotive companies will intensify in the future.
Handyman, Honda, Toyota and other car producer competitive will
have to introduce new models faster and compete more on the price,
quality, and design to 1 target, which can satisfy customers need
and wants can earn more profits. As the economic rising of China
there are a lot of things have been affected and car has increased
about 30% (London Metal Exchange, 2006).
Ionians has founded their own step to reduce the effect of
rising steel prices. In 2000, Ionians began using hot dip zinc
coated steel and converted to less expensive steel in 2002, which
saved about $16 million per year (Ionians Motor Co. , 2004). In
Conclusion, Ionians have its good and bad side. They need to keep
their goods and improve what they miss in market. We can see that
many people leave their hope in Ionians Leaf world first electronic
car and this car will build up a new face for Ionians like
Mercenaries, Audio, BMW is world’s most famous luxury car and if
Ionians focus on
Ionians Leaf project to produce a better technology on
Ionians Leaf. Improving the strong of brand name also very
important because it’s what customer believes in Ionians brand
name. Ionians need to define their one target in the market like
other brand name. Declining reputation due to product recall:
Ionians has recalled a number of cars for this few years due to the
safety problem in November 2010. And it also recalled 604,500
vehicles because of the faulty steering shaft and battery defects.
More than 300,000 pick-up trucks and more than 280,000 SUB were
also recalled due to faulty teetering shaft.
There are 20,000, Sentry were also recalled because the
defects of battery. In October 2010, 830,000 units of nine models
were recalled cause of problems in engine control switches. The
mean of product recalls negatively impacts the consumer confidence
in Niacin’s products and brand image (Denominator, 2011). Even
though Ionians recalls less than its competitors did, but this
situation still effect to the reputation and customer loyalty of
Ionians. Comparably less cars than its competitors do, such
situation still hurts firm’s brand reputation and customers
loyalty.
