Segmentation, Target Market Selection and Positioning Practice in Automotive Industry

3407 WordsNov 24, 201014 Pages
SEGMENTATION, TARGET MARKET SELECTION AND POSITIONING (STP) PRACTICE in AUTOMOTIVE INDUSTRY | Marketing Management | | CONTENTS GENERAL INFORMATION 2 OVERVIEW OF THE INDUSTRY 2 PROCESS OF SEGMENTATION 6 Demographic Features 7 Age Factor 7 Gender Factor 7 Income Factor 8 CHOICE OF TARGET MARKET 9 Five Patterns of Target Market Selection 9 Single-Segment Concentration 9 Selective Specialization 9 Product Specialization 9 Market Specialization 10 Full Market Coverage 10 POSITIONING 10 Perceptual Maps 11 Value Map 12 APPENDIX (TABLES) 13 SOURCES 18 SEGMENTATION, TARGET MARKET SELECTION AND POSITIONING PRACTICE IN AUTOMOTIVE INDUSTRY GENERAL INFORMATION Companies cannot connect with all…show more content…
Especially after 1997, importation from Germany has increased because of the exchange rate of Mark was under the inflation rate [2]. In 2001 economic crisis, exchange rates was high and then importation began to decrease. Despite the increase in manufacturing in Turkey, about 57% of the Turkey automotive industry provides its products by importation. As shown in Table 5, Renault, Tofaş and Ford have bigger market-share in Turkey. Renault and Tofaş has mostly personal cars-share and on the other hand Ford has mostly pickups-share in Turkey. When buses are considered, Mercedes has the biggest share. By July 2008, 55 kinds of brand are being sold in Turkey [2]. Improvements in technology made it necessary to merge for different companies in order to compete in market. As a result of these merges, quality and competitiveness increased. The leader manufacturer of * Personal cars is Oyak – Renault * Pick –ups is Ford Otosan * Trucks is Mercedes Benz Türk * Buses is Mercedes Benz Türk * Minibuses is Ford Otosan * Midibuses is Karsan * Tractors is Türk Traktör in Turkey. The leader exporters are Ford, Oyak – Renault, Tofaş and Toyota in Turkey. The most profitable companies are Ford, Oyak – Renault, Mercedes and Tofaş in Turkey (According to Turkey’s ISO-500 report)[3]. In Turkey’s exportation list top-10, there are 4 automotive companies that show us the impotance of automotive industry for Turkey’s economy. Let’s look at from the

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