marketing strategy in China. Until that time, buyers must be able to pay cash upfront for their private passenger automobile purchases.
Entrepreneurial persons owning their own enterprises are best placed to be able to pay cash for passenger automobile purchases. GM markets moderately-price automobiles produced in the United States and by joint-venture partners in China to the lower income range of the defined target market, as well as a Cadillac model for the upper income range of the company defined target market in China. GM hopes to introduce credit-purchase in the China market in 2005 or 2006; a move that will allow the company to target additional segments of the China market.
3. How would the laundry detergent market be segmented? Which segments appear to be the most viable targets? Why?
The laundry detergent market should be segmented according to (a) how people clean their clothes, (b) where people clean their clothes, and (c) perceptions of product quality in relation to laundry detergent. With respect to how people clean their clothes, the segmentation would occur on the basis of (a) self-cleaning or (b) commercial-cleaning. The self cleaning segment would be the most viable target, because commercial cleaners will not (in most instances) use consumer products. Within the self-cleaning market segment, further segmentation is necessary on the basis of who does the cleaning, e.g., individuals, stay-at-home partner (wife or whatever), or maid. The mother who stays at home would define a viable target market. Individuals who care for their own clothes also would be a viable target market.
With respect to where people clean their clothes, the segmentation would occur on the basis of (a) home or (b) laundry facility outside the home. A laundry detergent marketed could target each of these segments with different product offerings based on quantity and price differentiations.
With respect to product quality, ...