This website uses cookies to ensure you have the best experience. Learn more

Marketing Segmentaion For The Hummer Suv

1423 words - 6 pages

The HummerTable of ContentsIntroductionMarket segmentationAIM General and Segmentation IssuesDecision and OpinionThis case present the current situation of the Hummer jeep originally designed for the military and the new civilian vehicle H2 Hummer. Trying to find some marketing strategies to help the new hummer H2 to raise its sales and face the competition in the market from so many different SUV's companies. Some recommendations are given by the end of the study.Hummer is a jeep-type vehicle, designed with specific characteristics to meet the needs of the US military. The specification of the hummer H1 does not exist in any of the commercial SUV's. the hummer is produced by the AM General ...view middle of the document...

Many more customers bought the hummer after that, the prices ranged between $56,500 for the 2 passenger to $72,000 for the 4 passenger wagon.The civilian hummer came with most of the SUV's options like power door locks, power steering, high back bucket seats, 12000 pounds winch, CD player, etc...The company noticed that the typical hummer household consumer made $200,000 to 300,000 a year and most them were men and have 2 to 3 vehicles already. In Dec 1998 The AM General entered in agreement with GM giving the GM exclusive ownership of the Hummer brand name worldwide and jointly redesign the next generation civilian hummer which is known after by H2, GM will assume all marketing and distribution responsibilities for the civilian hummer.Automotive and business pundits have had mixed reviews of the GM H2 hummer concept. It's downsized hummer SUV, doesn't look much like hummer and it has more common with GM SUV's than the H1 hummer and all the engine parts, steering wheels ,and other parts are shared with GM SUV'S which count as a withdraw for the hummer.GM says that the target markets for the H2 will be a combination of a rugged individuals who will use it off roads and successful achievers who will never take it to hills.Market SegmentationThe General Motors Company seems not having any segmentation approach or may be using a prior segmentation approach for the market since they are not based on any known research basis.Segmentation approachesThe market segmentation can be done based on too many different issuesGeographic Issues:geographic location, which part of the world they are targeting like north America, Africa, or based on the countries or country regions like Midwest, north eastNature of the area, since the hummer is and SUV designed for military with high power and special specifications like mountain climbing so we can target the areas or the states with rough nature.Weather: snow, desertDemographic Issues:Age since most of the hummer consumer is within certain age so you will know from the population data which area to target.gender since most of the consumers were malesincome, which is a big issue since the hummer is not a cheap vehicleSocial Issues:Social class: upper class, middle class, usually the higher class people are more interested in buying such vehicles.Race; sometimes the race will be issue in picking the vehicles.Behavior:Usage rate of the consumer if they are heavy or light users, which might not be a big issue in this case.Psychographic segmentation which focuses on the personal...

Other Essays On Marketing Segmentaion For The Hummer Suv

E-Commerce Means Death Of Mass Marketing

1498 words - 6 pages Executive Summary:a. what is e-commerce?b. what is mass-marketing?Connection mass-marketing with e-commerceMass marketing dying today:a. mass marketing means the process in the pastb. new technologies:- internet: all information are there- the range of activities users undertake onlinec. mass marketing fraud todayOpportunities in both: the business-to-consumer and business-to-business onlineRecommendations for mass-marketing

Marketing Differences B2B & B2C Essay

1283 words - 6 pages IntroductionMarketing is an important part of any business, whether on the World Wide Web or not. Basically marketing is the linking of a producer (or potential producer) of any given service or product offered with customers, both existing and potential. This is also true for all online businesses that conduct between businesses to consumer (B2C) or business to business (B2B). Marketing research is formed thru several social sciences


303 words - 2 pages Executive SummaryIn today's competitive business environment, mobile operators have to compete in the industry by facing the problems and overcome it, taking initiative considering the prospects of the industry, and finally taking marketing strategy for the customers and overall the industry. If Government, authorities, companies will give attention in this sector then whole industry will be benefited as well as general people, country and

Marketing Mix

1314 words - 6 pages on September 11th, there have been several airlines that have gone out of business or have filed bankruptcy. Southwest Airlines has been able to stay in business and out of bankruptcy, "Southwest Airlines is the only major airline to be profitable for the past 20 years" (McCarthy & Perreault, 2004). This level of success has been achieved in part because of their tremendous marketing efforts. Southwest Airlines is an airline with a creative

Marketing And The Marketing Mix

912 words - 4 pages intrinsic value of a product or service to consumers. A business may implement a variety of pricing policies dependant on revenue goals.Therefore in Marketing terms: PRICE = PRODUCT VALUEEconomic demand analysis (through market research) will indicate how much consumers are prepared to pay for a particular product or service at any given point in time. Here, the higher the price of a good, the fewer people that will demand the product. Their

Detailed International Marketing Plan Outline: Part II

1803 words - 8 pages detail. The international marketing strategy is outlined with respect to the product, promotional strategy, pricing strategy, and distribution. A marketing budget is designed to incorporate promotions for the air conditioners and deals with all the support needed to implement air conditioners in the market. Implementation and control of the marketing plan is looked at with focus on the timeline and milestones, the monitoring process, and the

"Using Perceptual Maps In Marketing"

986 words - 4 pages Marketing Manager was to determine the market position of the company using a perceptual map. I needed to choose four parameters that reflected the highest potential for Cruiser Thorr. My recommendation on the four parameters I chose were; product design and styling, cool, price, and service offering. The result was "Perception needs focus." The fundamental four parameters are Price, Lifestyle, Service offering, and quality engineering. I learned that

Business Marketing Is Radically Different From Consumer Marketing. Why Is This So?

1082 words - 5 pages marketing, situations where strong personal and business relationships grow between buyer and seller are not as rare. The strategic importance of many purchases is too great for companies to always shop around when making a purchase; they need to make absolutely sure that the product fits their needs and that it will be available when needed at the right cost. Therefore, many companies enter into long-term contracts, build relationships that enable

International Marketing Plan And Objectives

996 words - 4 pages Pure-n-Clean Water Filtration: International Marketing Plan and ObjectivesPure-n-Clean is a company that specializes in the manufacturing of water filters for under-developed and third-world countries. The company is currently seeking to expand business to Mexico based on the growing tourist areas throughout the country. The filters will allow local water sources to be used for drinking water for locals and tourists. The first step in any

Marketing Myopia - MKT/421

512 words - 3 pages "real" industry itself. For example, companies, placing themselves within the oil industry, should recognize that they are actually part of the energy industry, and should change their marketing strategies according to this industry's need. The consequences of the identification failure of the right industry are dramatic. Railroad companies went bankrupt due to the misidentified industry. Railroad companies should have recognized that they were

Hurricane Island Marketing Analysis presented by Harvard Business Review

467 words - 2 pages SituationPhillip Chin (Marketing Director) for HI (Hurricane Island) is in the midst of formulating the 1987 marketing budget. Of the many options for fulfilling next year’s corporate goals, supporting the PDP (Professional Development Program) represents a clear path toward meeting the school’s leadership strategic objective.AnalysisPDP participants consist of highly homogenous corporate groups that seek an alternative to “in

Similar Papers

The Marketing Mix For Sony Dvd Players

2522 words - 11 pages The marketing mix is the way that the four parts of a companys marketing policy are combined in order to achieve its objectives. It is also known as the 4 Ps. These are product, price, place and promotion. The way they are combined depends on the type of product and the nature of the competitors. The marketing mix of its competitors will also affect it too.ProductProduct is about how the product has changed and how it will change over time in

Advertising Concepts General Motors Corp

1036 words - 5 pages , General Motors Corporation spends $2.14 billion dollars on advertising and marketing definitely has the resources and ability to bring any of its products to the consumer forefront. GM's Hummer's H2, Chevy Trucks and the new Saturn VUE sport utility vehicle are three brands that utilize interesting advertising concepts in delivering their message to the consumer.General MotorsHummer H2 - "General Motors Corp.'s new Hummer brand tapped upstart shop

Mayhem For A Meal Essay

568 words - 3 pages for the same purpose.A few hastily groaned, screeching to a stop here and there and everywhere. Others growled, driven by desperation, weaving through the crowd like deer through a forest, craving the turkey and mashed potatoes ahead. Most simply barked their frustrated barks, infuriated by the imminent tardiness, and the feast they would miss.As Suburbans, Jeeps, Vans, and the occasional Hummer guzzled gas to their limits, the men and women begged

Marketing Strategies Essay

799 words - 4 pages planning tool that:describes your business and its products and servicesexplains the position and role of your products and services in the marketprofiles your customers and your competitionidentifies the marketing tactics you will useallows you to build a marketing plan and measure its effectiveness.A marketing strategy sets the overall direction and goals for your marketing, and is therefore different from a marketing plan, which outlines the