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March 2016 Fiscal Year Management Targets
Initial New
Global sales volume 1.70
million units
1.52
million units
Operating income ¥150
billion
¥230
billion
Operating income
margin 6%
or more
7%
or more
Exchange assumptions US$/Yen 77 100
€/Yen 100 135
Update on Structural Reform Plan
Revision of management targets
Based on the Structural Reform Plan announced in
February 2012, we have been leveraging SKYACTIV to
move forward with further restructuring, and in light of
recent changes in our operating environment, including
market trends, the sales environment, and the correction
of the strong yen, we have reviewed our management
targets for the March 2016 fiscal year. We have revised
our global sales volume to 1.52 million units, and raised
our operating income from ¥150.0 billion to ¥230.0 bil-
lion. Our foreign exchange assumptions are ¥100/USD
and ¥135/euro. We are aiming for an operating income
margin of 7% or more.
Continuing to build on four initiatives
Along with continued investment for future growth, includ-
ing the restructure of the global production footprint and
new product launches, I believe it is important to rigorously
follow through on the Structural Reform Plan for sustain-
able, long-term growth.
A central pillar of this plan is SKYACTIV TECHNOLOGY and
during the March 2015 fiscal year we plan to launch two
SKYACTIV-equipped models. First, we will launch the new
Mazda2 in Japan in the fall of 2014, and then successively roll
the model out to global markets. We also intend to expand our
core model lineup with the introduction of another new
SKYACTIV-equipped model. With the strong sales that
SKYACTIV-equipped models have been recording, we have
raised our estimate for the percentage of SKYACTIV-equipped
models sold in the March 2016 fiscal year to more than 85%,
from our initial projection of 80%. In addition, we are imple-
menting Groupwide initiatives with Monotsukuri Innovation to
develop and manufacture a variety of products more effi-
ciently through integrated planning that spans models,
classes, and segments. In addition to driving performance and
fuel efficiency, SKYACTIV-equipped models, which fully incor-
porate Monotsukuri Innovation, achieve superior cost com-
petitiveness. Going forward, we expect to increase the benefits
of Monotsukuri Innovation even further through the introduc-
tion of additional new models. We will continue to build on the
four initiatives of the Structural Reform Plan, leveraging the
competitiveness of SKYACTIV-equipped models.
Four Initiatives of Our Structural Reform Plan, and Future Actions
Business Innovation by
SKYACTIV TECHNOLOGY
• Full-scale operations of Mexico Plant and production capacity increase
• Launch automatic transmission plant in Thailand as planned
• Expand local production in Russia and Malaysia
Reinforce business in emerging
countries and establish a global
production footprint
• Maintain and improve quality, and continue cost improvements for new products
following new Mazda3
• Further improve efficiency of R&D costs / Capital expenditures
• Promote optimized global sourcing
Accelerate further cost
improvement through
Monotsukuri Innovation
• Continue to promote alliances to complement products, technology, and regions
Promote global alliances
• Continue right-price sales and realize volume growth while minimizing fleet sales
• Expand line-up of SKYACTIV products
• Update SKYACTIV equipped-models to maintain and enhance competitiveness
• Enhance advertising activities and accelerate brand strategy
06
Mazda Annual Report 2014
CONTENTS
Message from Management
Introduction
Brand Value Management
Review of Operations
Foundations Underpinning
Sustainable Growth
Financial Section