The Car Industry

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Question 1: Shortly account for target groups for a Suzuki Splash, a Ford Mondeo and a Bugatti Veyron. Target groups differ from product to product because buyers differ in their wants, resources, locations and buying attitudes. If you where to compare e.g. a Suzuki Splash, a Ford Mondeo and a Bugatti Veyron, you would find three completely different target groups especially look-ing at demographics, behavior and even geographic can play a role. Take for example the Suzuki Splash, which is a little city car with spaciousness to a fair price (Splash). The car has quite a large target market, but the buyers tend to be young couples or young families, who lives in or around large cities. City people often tend to want a smaller car, which is easy to drive and park and fits in crowded cities, like Copenhagen, Stockholm and even Tokyo (Best small cars). As mentioned the car tend to be for young people, particu-larly girls. Young people usually live in the city or near the city because they are at university and they do not tend to have the biggest income, therefore they often look for a cheap car and not a car that guzzles gas. Girls also tend to buy Suzuki as they normally “just” want a car and do not care for car brands as much as boys do, yet those who buys a Splash whether boy or girl are not crazy fixed on a spectacularly brand. The Bugatti Veyron target group is dramatically different. The Danes do not even qualify to be part of Bugatti's target group. The car is a sports car that was formerly the world's fastest street car and the "regular" Bugatti Veyron cost about DKK 15 million - without taxes (Hen-riksen). Here we see multibillionaires and car collectors as the main customer. They usually live in the middle east – Duba... ... middle of paper ... ...car the Mondeo offers the customers with safety, and a feeling of protection; if the car breaks down you are not alone. That is really nice especially if you have kids. You also drive around in a nice car that is comfortable and will help you on the long trips to work. You get design when you drive a Ford and you may even help design it. Because some years ago Ford launched “Your Ideas” that encourage people to make sugges-tions for improvement in all areas of comfort, convenience, connectivity, performance and safety. So you may be the curse that Ford added iPod USB connection. Due to “Your Ideas” Ford now has the highest customer satisfaction rating among all major automakers. To extend its value proposition beyond the original sale, Ford has also created a virtual community (ownerconnection.com) where owners can meet and talk about their cars incl. the Mondeo.

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