Primo Motors Company: Hybrid

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Primo Motors Company: Hybrid Table of Contents Table of Contents 2 Introduction 3 Competitive Advantage 4 Segmentation 4 Targeting 5 Positioning 6 Conclusion 9 References 10 Bibliography 13 Introduction In present days, the customers are quite selective in their requirements and varied in making purchase decision of any product.


On the basis of market segments, a company selects their target customer groups where it will position its products (Friedman, 2010). The paper will examine the extent to which an organisation can segment the vehicle market on the basis of customer requirements. In order to analyse the competitive advantages the marketing concepts of segmentation, targeting and positioning have been analysed in the paper. The objective of the paper is to develop a marketing plan for a vehicle manufacturing organisation in Midlands of the UK named Primo Motor Company, about how it can segment the small saloon and hatchback cars’ market and position the product. Competitive Advantage Segmentation The reason for segmentation of market is to understand the customers, their behaviours, their purchasing patterns and the criteria that are beneficial for gaining competitive advantage (The McGraw-Hill Companies, 2011). In the automobile industry, segmentation can provide benefit to manifest the requirements of target customers. It also assists in creating a correct forecast of possible reactions from every segment of the target buyers. As a result, it can help an organisation to develop promotional deals which are most appropriate for every customer group. ...
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