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Market Segmentation
- A framework for determining the right target customers

BA-thesis May 2010
By Nynne Larsen Supervisor: Mariette Ulbæk Aarhus School of Business

Table of contents
1. 2. Summary ........................................................................................................................................ 1 Introduction ................................................................................................................................... 3 2.1 Delimitation ............................................................................................................................................. 4 2.2 Method .................................................................................................................................................... 4 3. Defining a target audience .............................................................................................................. 5 3.1 Market segmentation .............................................................................................................................. 6 3.2 Demographic segmentation .................................................................................................................... 7 3.2.1 Age and life-cycle segmentation....................................................................................................... 7 3.2.2 Gender segmentation ....................................................................................................................... 8 3.2.3 Income segmentation ....................................................................................................................... 8 3.2.4 Generation segmentation ................................................................................................................. 8 3.2.5 Social Class segmentation ................................................................................................................ 8 3.3 Geographic segmentation ....................................................................................................................... 9 3.4 Psychographic segmentation................................................................................................................. 10 3.5 Behavioural segmentation .................................................................................................................... 10 4. 5. 6. Targeting ...................................................................................................................................... 14 Positioning ................................................................................................................................... 16 Choice of target group .................................................................................................................. 17 6.1 The Minerva model ............................................................................................................................... 18 6.1.1 The blue segment............................................................................................................................ 18 6.1.2 The green segment ......................................................................................................................... 19 6.1.3 The rose segment............................................................................................................................ 19 6.1.4 The violet segment.......................................................................................................................... 19 6.2 The landline telephone and the mobile telephone ............................................................................... 20 6.3 Critique of the Minerva model .............................................................................................................. 22 6.4 The Mosaic model...
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