| ese Familia or Mazda 323, is a small car which has | | | | doors and seats in the vehicle. This was again a |
| been widely demanded all over the world. | | | | remarkable step to satisfy their target |
| Japanese auto industry manufactured it in 1976 | | | | markets’ needs. The station wagon was |
| and continued till 2003. Later on, due to its | | | | launched with four door four seater or three |
| extreme popularity, other countries like Taiwan, | | | | doors four seater. Van had an extended roof |
| Malaysia, South Africa, Colombia and New Zealand | | | | along with three door four seater interior. The |
| started with its assembly line. The great compact | | | | compact came with both five and four doors |
| car has been named different in different regions | | | | along with four and three seat interior |
| which is a rare phenomenon. It was called as GLC | | | | respectively. The commonalty amongst the |
| or Protégé in America and Etude in | | | | models was the sealed square light which each |
| South Africa | | | | model carried except their van. |
| The super car Mazda 323 hit the top position in | | | | This compact car, MAZDA 323 has enjoyed a |
| the charts of US car magazines because it was | | | | remarkable brand image with characteristics like |
| not only liked for its performance but the style | | | | reliability, exquisite styling and smooth driving. |
| was highly appreciated and people liked driving | | | | Taking into account various features of this car; it |
| small compact cars. The brand image of Mazda | | | | is vital to highlight the fact that Mazda 323 has |
| was deep-rooted and it was regarded as a reliable | | | | quite spacious interior, very easy and smooth |
| and dependable vehicle, therefore was named as | | | | controls and a unique feature in the shape of |
| Protégé. The golden period for | | | | folding back rest of the passenger seat to use it |
| Mazda was also characterized by the fact that it | | | | as a table for various purposes. The acceleration |
| ruled the market of compact cars for a very long | | | | and speed transmission mechanism is of superior |
| time, despite the presence of Ford Escort, Ford | | | | quality like that in all other Mazda models. It |
| laser and Meteor. | | | | cannot be denied that today’s world is the |
| GLC or Great Little Car was the fifth generation | | | | world of marketers and the image is the most |
| launch of Japanese Mazda Familia. Back in 1976, it | | | | important factor which can drive customers away |
| first time hit the market with rear wheel drive | | | | or towards a brand. Mazda 323 has been |
| feature. It was at that time, that the | | | | fortunate to hold an image of reliability and |
| manufacturers wanted to grab a huge market | | | | dependence. This is the basic reason which has |
| share by catering to a very large customer base | | | | made it the top favorite in the compact car |
| that had dissimilar need. Therefore, it was | | | | category. Ford Escort and VolvS40 are fierce |
| impossible to imagine one vehicle which could | | | | competitors of Mazda 3, a replacement of Mazda |
| provide an answer to the needs of such a diverse | | | | 323 in today’s markets. |
| customer segment. Mazda was launched in three | | | | The company should carry out a through |
| different bodies namely station wagon, van and | | | | competitor and market analysis to set strategies |
| compact car. Each model was given a point of | | | | accordingly, for long and short term horizons. |
| differentiation by the changing the number of | | | | |