Creating a Future-Fit Strategy at Mazda

Mazda vehicles are globally becoming known as premium vehicles and an increasingly viable Japanese alternative to traditional European brands. Mazda New Zealand wanted to harness this opportunity and deliver a premium experience to its customers. With a network of 23 full-selling dealers and approximately 55 service outlets around the country, all operating independently, Mazda New Zealand sought the help of Radically to devise strategies for delivering a consistent and premium brand experience across the market. 

Challenge

 

How might Mazda New Zealand deliver a consistent and premium brand experiences in a market where dealers and service outlets are independently owned and often multi-branded?

Results

 

  1. The creation of a platform for dialogue with dealers and service outlets to bring customer insights closer to the organisation
  2. Strategic initiatives and roadmap developed in 4 weeks
  3. Validation and strategic buy-in from stakeholders through the process
  4. A future-fit framework for all further strategic development  
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Approach

Radically helped Mazda NZ develop three strategic Winning Moves in key areas that the company wanted to focus on, through a series of three half-day workshops with the leadership team. 

To validate these Winning Moves, a Dealership Discovery was co-conducted, which involved: 

  1. Creating a representation of the dealership perspective to identify pain-points, touchpoints, their role and perception of the Mazda end-customer
  2. Understanding the gap between the strategic Winning Moves and the current dealership sentiment
  3. Providing recommendations against winning moves to accelerate Mazda NZ 

Radically then created a roadmap for Mazda NZ to help implement their strategic Winning Moves.

Workshop 1

CURRENT STATE AND FUTURE STATE

Workshop 2

WINNING MOVES AND HOW WE GET THERE

Workshop 3

THE PLAN TO EXECUTE

Workshop 4

TEST THE PLAN

Outcomes

  • Define winning aspirations
  • Understand our landscape
  • Deciding where we want to play
  • Examine our customer buying journey and identifying gaps

Outcomes

  • Define our winning moves
  • Develop our capabilities and management system to support these moves

 

 

Outcome

  • A roadmap to achieve our winning moves and meet our aspiration

 

 

 

 

Outcome

  • Validate/invalidate our assumptive winning moves roadmap

 

 

 

 

On working with Radically

“It was collaborative, they’d shared with us what works, what they’ve found that works in other businesses, explained why it worked and that resonated well with us”

“They come with fresh ideas which is fantastic, they’re easy to work with, they have a real simple approach. They’re bright, they’re intelligent, they have great ideas and they follow a process. They follow just a straightforward process which actually really works.”

“I think most organisations could benefit a great deal from the work that Radically can do”

David Hodge
Managing Director, Mazda New Zealand

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