Suzuki: "Whatever it Takes'

Suzuki Canada faced a challenge to grow car sales at a time of uncertainty for the Canadian economy in late 2008.

“Whatever it Takes”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):September 2008 – December 2008.
Start of Advertising/Communication Effort:September 8, 2008.
Base Period for Comparison:September – December 2006, 2007.

a) Synopsis of the Case

The latter part of 2008 was one of the most dismal times for the Canadian economy in nearly a century. For the Canadian automotive industry, the business section of every newspaper read like an obituary. Stunning drops in consumer confidence, the stock market, and actual GDP, plus a rise in unemployment and high fuel prices all conspired to drive the final nail in the...

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