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Establishment of Office of Marketing Strategy

November 25, 1999

Mitsubishi Motors Corporation announces that a new Office of Marketing Strategy will be established on 1 December 1999.

1. Purpose for establishment
The new Office of Marketing Strategy is a forward-looking reorganization of the current Office of Car Strategy that has been implemented to promote the prompt and efficient "Selection and Concentration" of Mitsubishi Motors passenger cars in its markets in Japan and other countries. The new Office will address the following issues:

  1. The prompt acquisition, and reflection in products and accessories, of accurate information relating to trends and to consumer values and needs in markets at home and in other countries; and the identification of company needs in terms of advance planning and research.

  2. The timely market introduction of market-matched and profitable products.

  3. The promotion of effective advertising that clearly identifies and pinpoints the target.

  4. The establishment and building up of the Mitsubishi Motors corporate brand.

2. Organization and running of new Office
The Office of Marketing Strategy will be organized and run along the following lines.

  1. A new Marketing Planning Department will be set up to formulate the company's market-oriented mid- and long-term product development plans. The Marketing Planning Department will have the following responsibilities:

    • Consolidation of market information that stems from research conducted separately by individual departments-this in order to identify promptly and accurately trends in company markets at home and in other countries;
    • Drawing up and promotion of mid- and long-term product plans, overall feasibility studies included, that are based on market research and are directly linked to trends in company markets at home and in other countries;
    • Investigating, and putting forward proposals relating to, the market receptivity of new products and new technology, on the basis of advance planning and research;
    • Conducting, and analyzing the results of, post-launch response surveys; and presenting related proposals.

  2. The Product Planning Department will be transferred from the Car Research & Development Center and will be responsible for drawing up and promoting the planning of individual products, feasibility studies included, that is directly linked to mid- and long-term product planning.

  3. A new Brand Management Department will be set up to promote the establishment and building up of the corporate brand and will have the following responsibilities:

    • Proposing and following through targets and guidelines relating to the establishment and building up of the corporate brand, thereby enabling individual departments to operate and function in a more market-oriented manner;
    • Formulating basic policy, and drawing up and implementing specific measures, relating to advertising activities for markets at home and in other countries that are based on the advertising needs of individual departments in those markets.

  4. The Product Development Project will be transferred from the Car Research & Development Center and will be responsible for coordinating and promoting development work on, and the maintenance of and improvement to, new products that match individual markets in Japan and other countries and are profitable.

3. Office structure

This change brings the number of Offices in the corporate organization up from seven to eight. The number of Departments remains the same at 133.


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