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Segmentation and Target Market

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Segmentation and Target Market
Segmentation and Target Market Paper
Jeannette Ramirez
August 21, 2014

Segmentation and Target Market Paper
Continental Tire the Americas, LLC is the Automotive Group of Continental AG- Innovations for the future of mobile automotive. Continental is one of the world’s leading automotive suppliers. As a provider of brake systems, systems and components for powertrains and chassis, instrumentation, infotainment solutions, vehicle electronics, tires, and technical elastomers, Continental contributes to enhanced driving safety and global climate protection. Continental is also an expert partner in networked automobile communication (Continental AG, 2014). Paper will outline how Continental Tires is segmented in the industry, its target markets, and the selection process for the target market. “Approaches to subdivision of a market or population into segments with defined similar characteristics. Five major segmentation strategies are (1) behavior segmentation, (2) benefit segmentation, (3) demographic segmentation, (4) geographic segmentation, and (5) psychographic segmentation” ("segmentation strategies," 2014).
Market segmentation within the industry
Through its long-term marketing approach, Continental has become well-known as one of the leading sponsors in specialized football. One of its marketing strategy began in 1995, sponsorship of UFFA Champions League and UEFA EURO 2016. Growth in awareness of premium tire brand. As a partner to the automotive and commercial vehicle industry, it develops and produces innovative products and systems for a modern automotive future in which cars provide individual mobility and driving pleasure consistent with driving safety, environmental responsibility, and cost-efficiency (Continental AG, 2014).
Continental is a fast growing automotive industry, and its brand is to make sure customers feel safe using their services and products. Continental watches competition around the world from other automobile chains; it must


References: Business Dictonary.com. (2014). Retrieved from http://www.businessdictionary.com/definition/behavioral-segmentation.html Continental AG. (2014). Retrieved from http://www.conti-online.com/www/automotive_de_en/general/about_us/about_us_en.html Continental AG. (2014). Retrieved from http://www.continental-tires.com/www/tires_de_en/themes/news/archive_en/2013conti_en/pr_2013_05_29_soccer_sponsoring_en.html Continental AG. (2014). Retrieved from http://www.continental-corporation.com/www/pressportal_com_en/themes/press_releases/3_automotive_group/powertrain/press_releases/pr_2014_06_05_kaluga_en.html Continental AG. (2014). Retrieved from http://www.continental-corporation.com/www/csr_com_en/ Education Portal. (2003-2014). Retrieved from http://education-portal.com/academy/lesson/market-segmentation-geographic-demographic-psychographic-more.html#lesson Segmentation strategies. (2014). In Business Dictonary.com. Retrieved from http://www.businessdictionary.com/definition/segmentation-strategies.html Target market. (2001-2014). In Definitions. Retrieved from http://www.definitions.net/definition/target%20market
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