Reference no: EM133613967

Problem: According to Subaru's number one in sales and marketing in the world, Hidetoshi Kobayashi, the Japanese automaker's immediate focus is on increasing its sales and, to achieve that, they are working on attracting a new, younger segment of consumers to the brand, with smaller, high-tech cars. What are the competitive guidelines in the medium and long term? There are two guidelines: one has to do with a new engine, which is a boxer turbo diesel, the only one in the world with very low carbon dioxide (CO2) emissions. Second, Subaru has already developed an electric vehicle, and there is also the development of hybrid vehicles. This is a brand that has a niche positioning, but the mass market does not have much knowledge of it. Maybe they need to attract a new type of consumer to become better known. That's what they're working on. By combining technology with a smaller, highly stylish and highly efficient vehicle, they estimate they will attract younger consumers. "This industry has very high fixed costs, so the focus is on growing sales volume." Considering this information, what is Subaru's competitive strategy?