Segmentation,
Market Targeting and Market Positioning (STP)
Low
End and High End Car Market in Bangladesh
1.
Why did Subaru failed to grab local car market of
Bangladesh initially with low- end cars?
Answer: In 1985 in Bangladesh car mainly used by
upper class people who are rich and mostly highly educated. These people aren’t
generally interested for low-end cheap cars. We can say that, Subaru’s lack of
proper market segmentation and target marketing create failure to grab local
car market of Bangladesh initially with low- end cars
2. Do you think Bangladesh is a prospective market for high-end cars?
Answer: With economic growth a big number of highly
paid professional and executives are breeding who possess large amount
disposable cash. Moreover, it is common idea that, high-end cars provides
better safety and bring more luxury in life.
These scenarios makes Bangladesh is a prospective market for high-end
cars and different sales report support it.
3. How Subaru or other car marketer can popularize their low-end cars in Bangladesh?
Answer: To popularize first they have to identify
the target market and then they have to make good positioning of their product.
Incentives like more local dealership, providing long term standard warranty,
making affiliation with financial companies to provide loan and other financial
flexibilities to customer, promotion through media etc. can be taken.
4. Define a positioning statement for the company like Subaru and Indian car producers.
Answer: Affordability without compromising quality,
Car for everyone.
5. Which segmentation variable the car producers and dealers use at the time of segmenting car market of Bangladesh?
Answer: People’s purchasing power.
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