OVERVIEW OF THE INDUSTRY2
PROCESS OF SEGMENTATION6
CHOICE OF TARGET MARKET9
Five Patterns of Target Market Selection9
Full Market Coverage10
SEGMENTATION, TARGET MARKET SELECTION AND POSITIONING PRACTICE IN AUTOMOTIVE INDUSTRY GENERAL INFORMATION
Companies cannot connect with all customers in large, broad, or diverse markets. But they can divide such markets into groups of consumers or segments with distinct needs and wants. A company then needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behaviour and careful strategic thinking. To develop the best marketing plans, managers need to understand what makes each segment unique and different . Companies, instead of scattering their marketing efforts, are focusing on these consumers they have the greatest chance of satisfying. Contrast of mass marketing, nowadays, marketers 1) Identify and profile distinct groups of buyers who differ in their needs and preferences (market segmentation), 2) Select one or more market segments to enter (market targeting), 3) For each target segment, establish and communicate the distinctive benefit(s) of the company’s market offering (market positioning) . OVERVIEW OF THE INDUSTRY
Motor vehicles are the products that includes a motor and are used to carry goods or passengers; they are manufactured according to some specific regulations and includes four or more wheels. The industry that manufactures these products is called “automotive main industry”. On the other hand, “automotive subsidiary industry ” manufactures parts, modules and systems for the companies which produces vehicles. “Automotive Industry” is the sum of these two industries . In this paper I’ll focus on the “automotive main industry”. The main products in this industry are automobile (personal car), bus, midibus, minibus, truck, pick-up and tractors. Table 1 shows the players of the automotive industry in Turkey. As shown in Table 1, we can see that automotive industry is very big in Turkey and data in hand shows that it is one of the first three industries in Turkey. Turkey became one of the biggest production area of the big automotive manufacturers on the world. Custom Union Agreement (1996) was one of the milestones for Turkey’s automotive industry. After this agreement, exportation has increased. In 1967, Turkey’s “local” automobile called “Anadol” was manufactured. With the begining of industrialization and developments in trade in Turkey, tradesman needed pick-ups. Then Otosan began to produce Anadol pick-ups. In 1971, because of the increasing interest in automobiles in Turkey, Renault branded automobiles began to be produced. Because of Turkey’s geographic conditions, like wide rural areas, Renault automobile, which was convenient for these conditions became very popular in Turkey . Parallel to the improvements in automotive industry, the distribution channels of it also improved. At first, only “ made in Turkey ” vehicles was distributed in this network, but after 1996, imported vehicles also took place in the distribution network. Until the 1980s, the selling and after sales services were provided in small galleries, but then the service began to be provided in auto-plazas. After the 1990s, in Turkey, including multi-national companies in this industry, modern management ideas, quality, human resources management, production process, continuous development ideas, research & development, marketing channels, customer...