3. Marketing analysis
3.1 Target market
The Suzuki Lapin, which was first introduced in the market in 2002, has gathered great support from young female customers. It obtains the Suzuki Green Technology systems such as the Energy-Change that uses principle energy, and Idling Stop, as energy-saving measures. Its body is lighter than the last model by 120kg so it has a great advantage in running performance.
Because many female staff joined the development of the new Suzuki Lapin, it is certainly full of tender consideration. Its square-shaped drink holder was also perfect to store drink cartons with, and its auto air conditioning was in "non-air" mode so it produced a fresh air environment inside the car. It adopts premium UV & IR cut glass for its front door glass and it blocks 99% of UV rays and infrared rays. Its door mirror blinker was designed with an image of sparkling jewellery so you can really say that it's an idea made by female designers.