Smart Car Analysis

1136 WordsMar 10, 20135 Pages
TEAM CASE ASSIGNMENT-SMART CAR USA 1. IDENTIFY AT LEAST 3 BASES FOR SEGMENTING THE MARKET FOR SMART CAR IN THE US. PREPARE A MARKET-PRODUCT GRID ILLUSTRATING AT LEAST ONE OF THESE BASES. ➢ Geographic Segmentation: Larger cities that suffer from congestion ➢ Demographic Segmentation: Appeal to younger adults(Age), Affordability (Income) ➢ Behavioral Segmentation: Park-ability, Less fuel, environmental consciousness 2. What criteria should Smart Car use in assessing the attractiveness of potential market segments? Select the market segment that you think is the most attractive for Smart Car and discuss the considerations that led you to make that target market decision. ALTHOUGH THE CRITERIA OF…show more content…
They will also continue to ensure that their competitors do not succeed in making smaller or more fuel efficient cars than theirs. 4. Assuming the target market that you selected, create a perceptual map for Smart Car and its primary competitors. Discuss any present opportunities, and Smart Car’s ability/inability to meet those needs. [pic] SMART CAR HAS THE ABILITY TO REACH A NICHE MARKET THAT HASN’T BEEN EXHAUSTED. THE U.S. MARKET HAS NOT BEEN OVERLY FRIENDLY TO ULTRA-EFFICIENT VEHICLES IN RECENT YEARS, BUT THAT HAS BEEN SLOWLY CHANGING AS GAS PRICES HAVE INCREASED. BECAUSE OF THE INCREASE AMERICAN DRIVERS ARE READY FOR SMALL, EFFICIENT AND DISTINCTIVE CARS. PREVIOUS SUBCOMPACTS HAVE CARRIED FUEL ECONOMY OVER INTO DESIGN ECONOMY, RESULTING IN DRAB, GENERIC CARS. THIS CUSTOMIZABLE CAR IS A SMALL, TWO-PERSON VEHICLE THAT WILL APPEAL TO A YOUNGER AUDIENCE WHOSE CONCERNS ARE GEARED AROUND LESS INCOME. INDIVIDUALS WHO WOULD LIKE TO SAVE ON TIME, FUEL AND MAINTENANCE WILL BENEFIT FROM THIS VEHICLE. OVERALL, THE FORTWO IS PROBABLY THE MOST FUEL-EFFICIENT FOUR-WHEELED VEHICLE WITH A CONVENTIONAL GASOLINE ENGINE ON THE MARKET. HOWEVER, IT CAN 'T CURRENTLY COMPARE TO THE MPG NUMBERS OF A HYBRID, AND IT IS MORE EXPENSIVE THAN JUST ABOUT ANY OTHER SUBCOMPACT AVAILABLE TODAY, BUT IT HAS A DISTINCTIVE, ATTENTION-GRABBING DESIGN AND IS CERTAINLY EASIER TO PARK THAN ANYTHING EXCEPT A
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