segmentation would be on the basis of (a) those persons who view laundry detergent as a commodity and (b) those persons who view laundry detergent in a quality-price context wherein the detergent serves as a basis for maintaining personal status (looking good at work, or maintaining a reputation as a good homemaker). The most viable segment for targeting in this context is the quality-price segment. Those persons who view laundry detergent as a commodity will simply by the lowest cost product available. ABSTRACT FOR MARKETING PLAN
The firm selected is General Motors Company, China Division (GM-China).
GM ranks number one on the Fortune 500 and is the worldÆs largest manufacturer of automobiles and trucks. GM-China focuses specifically on the mainland China market.
Entry into and participation in the Chinese is sought by many global companies that recognize the countryÆs growth potential. GM is among the companies that have committed substantial resources to the Chinese market and which foresee expans
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