Question

PLEASE REWRITE THE FOLLOWING INFORMATION IN WAY THAT DOES NOT CAUSE PLAGIARISM AND USE DIFFERENT EXAMPLES THAT ARE SIMILAR  INSTEAD OF THE ONE USED IN THE CASE

A) When analyzing the SUV market to see if it is segmented, which is the process by which an SUV market is observed and analyzed in order to group or categories individuals based on similar characteristics and purchasing behavior associated with each group that distinguishes each group from the other. I would see if the SUV market meets all of the four conditions for the market to be segmented.

Condition 1: is the SUV market differential/ describable: consumers' response to Marketing stimuli must differ drastically from one segment to the other. The SUV market segments are theoretically distinctive and respond differently to Marketing mix elements.

Step 1: Primary bases:

• Benefit sought: is one type of segmentation, and it is Benefit sought, which means identifying the advantages consumers are acquiring from an SUV compared to their needs, which is for an SUV thing like utility, robustness, towing capabilities, etc. Benefits sought assists management in understanding why groups of consumers are selective when it comes to purchasing Cadillac Escalade over a Toyota Land Cruiser.
• Attributes configurations: Characterizes all characteristics and trait levels matching to the SUV particular usage/condition. With this information, a firm can configure different versions of the product/service; for example, Toyota developing Lexus to appeal more to people with more money.
• 2: Secondary bases market segmentation:

Geographic segmentation:

dividing the market into distinctive geographical divisions such as countries, regions, and cities. An example of geographic segmentation is marketing SUV the Dubai, or Abu Dhabi or the in the U.S. the east coast and west coast. All these are geographical segments because each of the units that are mentioned has a very different perception from the other. For example, in Dubai, there is the Rolls Royce dealer which has 1-2 SUV models that are expensive. However, In Sharjah, you don't find a Roll Royce dealer; instead, you find a few Toyota dealerships that sell models like Pardo and Land Cruiser. The reason is that inhabits, or residences are mainly ex-pats from the middle working class, which means they look for things like durability and value, but Dubai residents are upper working-class or people of money that look for things like luxury and exclusivity when buying an SUV.

Demographic segmentation:

• or diving the SUV market into segments based on factors such as age, life- cycle stage, gender, and religion. For example, Demographics factories can be used for segmenting costumers to groups because consumer needs and wants can be closely associated with various groups, and demographics factories are more accessible to identify as male or female than other bases like behavior. This segmenting base is crucial for marketers because it can help to assess and reach the size of the target market efficiently. Different demographics include:
• and life-cycle stage segmentation divides a market into a different age, and that's because consumers need and want change with as they get older. Millennials and baby boomer have different needs and wants.
• Segmentation: divides an SUV market into different segments based on gender.
• Segmentation: divides a market into different income divisions (lower- middle and upper class). For example, a marketing manager of Nissan Super Safari would target upper-class individuals because they wouldn't buy it. Instead the company created a completely differentiated company called Lexus LX570, which offers luxury and technology at the same time.

Psychographic segmentation/lifestyle: Divides buyers into different units or segments based on lifestyle. For example, the buyers of Porsche Cayenne would not be teenagers because they haven't got a well-paid job yet. Instead older members of society with would be ones to buy which models. Models that can be used to help segment the SUV market would be like Experian's Mosaic USA system, which categorizes U.S. households into one of 71 lifestyle segments and 19 ranks of affluence.

Behavioral segmentation: also, which is the Benefit sought divides a market into segments based on consumer knowledge, attitudes, uses of a product. Behavior segmentation consists of Occasions, which divides the market according to when consumers make a purchase according to an occasion like parents buying the kid a car on the 16th birthday. Also, User status or Usage rate which Usage frequency/quantity purchased: can used to segment the users based on the activeness. The Benefit from this would SUV brands can target ex-user or non-SUV users to attract them and reinvigorate relationships with ex-user throw customer relationship programs.

Degree of loyalty toward the brand: dividing SUVs buyer based on the degree to which they are loyal to the brand. However, the company can design a program to bring new costumers and make them loyal to the brand. For example, teenagers would not consider buying an SUV like the ford expedition as it is too expensive and massive for a teenager, but Ford design a more affordable SUV like the Ford Focus model would bring teenagers or young adults to brand, which will help the brand grow.

Condition 2: SUV market segments must be accessible;

Which means the market segments can be effectively reached and served. Segments must not just be geographically described as grouping customers who have similar needs and buying habits despite being in different locations but also geographically reachable.

Condition 3: SUV market segments must be measurable and quantifiable. In other words, the purchasing power of consumers, the market size, and profitability can be measured.

Condition 4: SUV market segments must be substantially large/profitable, meaning that market segments are large and valuable enough to serve. Each particular segment of the SUV market should be an incredibly sizable possible homogeneous group worth pursuing with a costumed marketing program. For Example, Cadillac developing the Cadillac Escalade XL for consumers who want more utility in the SUV.

2. Explain how you conduct a positioning study about different brands of SUV vehicles.

To conduct a positioning study about different brands of SUV vehicles. I would first evaluate the four different factors of and the positioning strategies that brands implement and then use the positioning map of SUV.  

1) analyzing the four factors of positioning:

the product that brand offers the consumers  

The target: is the consumers that have common needs that the brand wants to serve

The segment which is when how the brand targets multiple segments and signs separate offer for each

Need: the necessary Benefit that a consumer acquires from a product or service that the brand is willing to satisfy in change for money.

2: Two positioning and differentiation strategies;

Competitive advantage: an advantage that is gained through the offering of greater value by lowering prices or offering higher quality and features and charging higher prices for. The possible area where competitive advantage over competitors can be gained through are product, services, Channels, people and channel  

Value proportion: a combination of differentiation and positioning. It's a complete positioning of a brand based on a comparison between the price paid for their product and the benefit consumers gain.   

3) Positioning map: consumer perceptions of the brand in relation to the competing products on significant purchasing dimensions. For example, the Toyota land cruiser is a niche (concentrated) brand because consumer perceive the brand as relatively expensive and more performance orientated.

Answer 1

  

Like every other Product or Service the SUV, market is also segmented. The basis of segmentation depends upon the purchasing pattern of the customers/groups, some similar characteristics that can identify the group.

There are four basic condition which need to be fulfilled in order to see the if the market is actually segmented

First Condition- this consists of different factors appended below

a) Primary base for market segmentation

1) Assumed Benefits -: This is one of the basis of segment, which basically associated with the benefits which customers assume to derive from SUV compared to their requirements/demand. This helps the company in understanding what the assumed benefits are that helps the customer to make decision on the purchase. E.g. Toyota Fortuner

2) Different Attributes-: This forms the basis for different models/ configurations. This characterizes all requirements and trait matching to the SUV usage /condition. E.g. having high end models with advance features and attributes for customers having higher purchasing power

   b) Secondary base market segmentation

1) Segmentation based on geographical locations -: Market segmentation based on distinctive geographical such as countries/states/cities etc. An example of this segmentation is selling a SUV the Mumbai or New Delhi. For example, some expensive models are available for sell in few-    selected cities like Kolkata/Mumbai/ Chennai only. The reason is that customers in these cities have higher purchasing power when compared to B class Cities

2) Segmentation based on Demographic -: Market segmentation based on distinctive factors such as age, life- cycle stage, gender, and religion. Demographics factors can be used for segmenting costumers to different groups. Customer needs and wants can be closely associated with demographics factors. This segmenting base is very essential for the companies as it can help to assess and target market efficiently. Requirements of a young population group will be very different form that of an old age population. Similarly, the requirement may vary for one gender to other. Income also plays a critical role in the segmentation of the SUV. Lower Income group population will prefer some SUV with lower price and vice versa

3) Segmentation based on Psychographic segmentation/lifestyle -: Market segmentation based on distinctive factors Lifestyle. For example, the buyers of Audi Q7 would not be teenagers because they do not have enough money to buy, but an older person can afford the same. Therefore, the target segment for different models will differ on this factor also.

4) Segmentation based on Behaviour -: Market segmentation based on consumer knowledge, attitudes, uses of a product. This type of segmentation consists of Occasions, which   is when consumers are likely to make a purchase. Be some occasion may be an anniversary, wife buying SUV for her husband, may be a birthday. Usage can also be used to segment the customers, the company can target the existing users for an upgrade or target a car user to buy SUV. Company can come up with different models with different price bands to attract new customers with different buying capacity.

The second condition is that the SUV market segments must be accessible

The market segments can be effectively reached and served. Be the segment based on geography or the purchasing power they must be catered.

The third condition is that the SUV market segments must be measurable and quantifiable.

The purchasing power of consumers, the market size, and profitability can be measured.

The fourth Condition is that the SUV market segments must be sustainable large and profitable,

The SUV market segments should be large and valuable enough to serve. Each   segment of the SUV market should be an incredibly sizable to be profitable.

A. Explain how you conduct a positioning study about different brands of SUV vehicles.

For positioning study I would evaluate different factors of the positioning strategy that brand has used and subsequently use the SUV positioning map

a) First, analyse the product brans is offering to the customers. The target customer/segment of people brand wants to cater. Value for money the product is offering i.e. Benefit that a consumer acquires from a product

b) Positioning strategy is the second aspect to focus upon, which is providing a better quality product /better features at lower prices than the competitors are. Here one can have an advantage over competitors, which can be gained through product, services and people.

Value proportion: a combination of differentiation and positioning of products. It is positioning of a brand based on a comparison between the price of the product and the value derived from the product by the customer   

Positioning map: It is the brand perception in the mind of customers in relation to the competitor’s products on significant purchasing dimensions.For example, the Toyota fortuner is a niche brand because consumer perceive the brand as   expensive and performance orientated