Explain how you would go about analyzing the SUV market to see if it is segmented.

Question

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

Answer 1

Definitely look into trade journals to see what stories/papers have been authored on strategic marketing of SUVs. Second, yes, the SUV market in the U.S. is segmented. Look at Fiat-Chrysler alone and look at how it markets and sells Jeeps as some models are meant for parents to tote children to the beach and a second marketing campaign is for young adults who like to spend weekends mountain climbing. The claims is the same: Jeeps are spacious and can be driven in all climates. The manufacturer is trying to appeal to two different markets. Or, keep the current buyers brand-loyal so s/he will trade their Jeep Wrangler (soft-top, 5-speed) for a Jeep Grand Cherokee (seats 5+ adults with a ski rack).