market, its alliance with Ford, and its competitive strategies. Weaknesses include declining United States sales, high costs, and an inability to blend management cultures in ways that result in beneficial outcomes. As one executive of Mazda maintains, ôWe could not achieve a level of quality to match the demands of the market, because we did not have experience in fostering and utilizing employees from a variety of racial backgrounds and different ways of thinkingö (Winds, 1998, 2). Opportunities include FordÆs human resource leadership and upcoming new modifications on its sports car models. Threats include decreased demand in the United States and increasing costs of production and development.
MazdaÆs core competencies include development
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