Perodua, also known as the Perusahaan Otomobil Kedua Sendirian Berhad (English: Second Automobile Manufacturer Private Limited), is Malaysia’s second largest automobile manufacturer after Proton. It was established in 1992 mainly producing minicars and superminis and therefore does not actually directly compete with Proton. The mission of Perodua is to be a world class automobile company renowned for excellent quality and reliability through:
• Professionalism in all operations
• Efficiency in utilizing technologies and available resources
• Optimising benefits to customers and stakeholders
• Dedication towards social responsibility to community and environment
• Uniqueness in our products
Thus, this essay will define how Perodua positions its product in the market.
Market segmentation is referred to the process by which marketers “understand” a market, having collected and then analysed several variables using sophisticated multi-variate techniques. Using this understanding, they divide a market into distinct groups in the belief that developing different offerings for some or all of these groups will increase profitability. (Janet Hoek, 1996)
The bases for segmentation are the geographic, demographic, psychographic and behavioural segmentation. Perodua’s market segment profiles are as of the follow:
|Segmentations |Tertiary students |Secular working babies |Career achievers |Retired adults | |Geographic |Malaysia |Malaysia |Malaysia |Malaysia | |Demographic: | | | | | |Age |17-24 |25-35 |36-54 |55 years | |Income |Parental support |Monthly income from jobs |Established career and earning a |Retirement funds or pensions | | | |earning a low to high income |medium to high income | | | | | | | | | | |University graduates | | | | | | | | | | |College and university students | | | | | | | | | | |Education | | | | | | | |Clerks, government workers etc.| | | | |Students | | | | | | | |Businessman, Engineers, etc. | | | | | | |Retired...
References: Brumbaugh, A. J, & Grier, S. (2000). Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 9(3), 127
Al Ries and Jack Trout, bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981)
Hoek, J. A. (1996) Journal of Marketing Practice: Applied Marketing Science, 2 (1), 25-34.
Jack Trout ("Industrial Marketing" Magazine- June/1969)
Perodua, (2011), Retrieved October 21, 2011
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