Geographic Segmentation Systems and Methods - Free Samples

Question: Discuss about the Geographic Segmentation Systems and Methods. Answer: Introduction The Hyundai Motor Company is a South Korean Multinational automotive manufacturing company. Its headquarters is situated in Seoul, South Korea. The company was founded in 1967 and since then, they have made their presence in various parts of the globe. The company is known as the third largest vehicle manufacturing brand in the globe and deals in various segments of cars. As per the case study, Hyundai Motor Company has planned to launch a small SUV brand in Australian market in the name of Kona. The Kona brand appeared in Hyundai dealerships accompanied by a high visibility marketing communications campaign. Management of the organization decided to launch Kona in the Australian market by reviewing their past performance in Australia. Company has a significant sales and market share in Australian Consumer Passenger Vehicle Market. In relation with the successful launch of the new car in the target market, promotional campaign will be discussed in this report. Marketing objectives, p rimary competitors of the organization, target market of the organization, USPs of the car, etc. elements related with the marketing and promotion will be discussed in this report so that the launching of the car would be done in an effective manner (Hyundai Motor Company, 2018). As per the case study, Hyundai Motor Company has decided to launch a small SUV in the Australian market in order to expand their customer base in the small city cars market. Primary objective behind launching small SUV car is to expand its market share in the Australian market along with increasing their sales. Kona has been launched to develop a distinctive image in the market and for making their product unique from its primary competitors. Hyundais new small segment SUV is a five seater car along with the seating capacity; it has a large cabin and boot space through which outstation trips could easily be planned. Apart from these features, the new SUV has been launched in both manual and automatic variants along with the option in diesel and petrol variant. While comparing this car with its competitor cars in this segment, Kona has been found has the most reliable and strongest product. With the help of this car, organization has planned to cross the 1 million new car sales in one year after its launching date (Hyundai Motor Company, 2018). Marketing objectives Organization has launched Kona with the view to acquire a large part of the market share in terms of small city cars. While in the initial period, organizational main objectives will be spreading awareness amongst the target audience in relevance with the cars unique features, specifications and other advantages. Apart from this, organizational main objective behind launching this car is to reach to the target sale of 1 million new cars in one year after its launching. Increase in the customer base in the first three months after the cars launching is another major objective of Hyundai (Jo You, 2011). Along with the increase in the demand for the car and increase in the market share in the target market, organizational other marketing objectives linked with this car is customer acquisition, retention and gaining competitive advantage in the market (Armstrong, et. al., 2015). Hyundai Konas primary competitors are Honda HR-V, Mazda CX and Mitsubishi ASX. From the above figure, it could be evaluated that in all aspects, Hyundai Kona is far better than its competitors. With the help of this, organization will be able to attain adequate competitive advantage in the target market along with developing a unique image in the target market. Hyundai Kona comes with packed technology that helps the driver to control the car and be on track while being connected. With features like the Head-Up Display that has never been seen in Hyundais SUV range, the Kona is a small SUV designed for todays hyper connected world (Hyundai Motor Company, 2018). Target market In relation with determining the most appropriate target market for the newly launched small SUV in the market, it is necessary to use segmentation strategy. Segmentation strategy is used for dividing a huge market into small groups with the objective of analysing the most appropriate market from the organizational perceptive in relation with the particular product. As per the case study, Hyundai is launching small SUV in the Australian market with the objective of enhancing its market share in small city cars market. For analysing the target market for newly launched Kona, it is necessary for the organization to evaluate all segments of the target market (Lee, Kozlenkova Palmatier, 2015). Demographic segment of the segment criteria defines that people are classified on the basis of their age, income, gender, family size, etc. Psychographics are classified on the basis of unique personalities, traits, attitudes, interest and lifestyles (George, et. al., 2018). Apart from these two types of segmentation, geographic are classified on the basis of nationality, country, city, etc. The last one is behavioural segmentation and in this category, people fall down who purchase products on the basis of consumer buying behaviour. In relation with the small SUV car, organization could use demographics behavioural types of segmentation strategies for approaching towards their target audience (Wedel Kamakura, 2012). Hyundai will focus over young people below age 35 for promoting their new small SUV Kona in the Australian market. This is because this car is designed by considering the two most basic features i.e. fun and safety and with the help of these features, organization will easily approach to its target audience and the car has also been designed by considering the choices of young people. Hyundai Motor Company has launched small SUV car with the objective of increasing the companys market share in the small city cars market along with gaining competitive advantage in the Australian market. In relation with this, positioning statement for Kona is Live more Vibrant Life. With the help of this, organization will be able to make a separate image in the target market by providing unique features along with advanced specifications and safety measures to the target audience at reasonable prices. This will help the organization to uplift its sales and the objective of achieving to the 1 million new cars sales in one year will also be acquired easily (Hofmann-Wellenhof, Lichtenegger Collins, 2012). Unique selling proposition Technological features of Kona are advanced enough to make its distinct and better image from the companys cars in the same segment. Along with this, advanced safety measures has also been fitted in the car because the most two important things in a car is fun and safety. The Kona has been built by fulfilling both the expectation because it is fun to drive along with modern safety features including Hyundai SmartSense technology. Apart from this, Hyundai also offers complimentary first service at 1,500 km; Hyundai offers Australias highest levels of ongoing support and care in our iCare program (Hyundai Motor Company, 2018). For communicating with the target audience, organization has adopted various advertisement and promotional strategies. In these strategies, primary message which will be communicated to the target audience is the positioning statement of the organization i.e. Live a more Vibrant Life (Gurin, et. al., 2013). Hyundai is engaged in the automotive industry since a very long time and they have gained a reputed position in the industry along with the high trustworthiness amongst the customers. This is the first time; Hyundai has entered into small SUV market with the objective of increasing their market share in the small city cars market (Hyundai Motor Company, 2018). Non-digital media platforms In relation with spreading awareness amongst the target audience about the specification and the features of the car for the purpose of promotion and advertisement, organization could use various strategies such as print medium of promotion, digital medium as well as through special events. Amongst the print mediums, the most popular range of mediums which could be used by the organization for promoting their newly launched car are TV, radio, newspapers, magazines, etc. (Chaffey Ellis-Chadwick, 2016). Hyundai will implement mixture of print as well as digital medium of advertisement and promotion for promoting their newly launched small SUV in the target market. Amongst the available techniques, social media platforms like email marketing will be majorly used for promotion of the new car. Apart from this, organization could also promote their new car through trending strategy of sponsorship of special events. In terms of digital mediums of promotion and advertisement, organization could use their official site for providing appropriate information in relevance with the new small SUV car along with this; social media platforms could also be used as it is the most trending strategy for uplifting the demand of the newly launched products as well as for uplifting sales. Communications objectives Objective behind communicating with the target audience is to spread awareness amongst the about the newly launched product. Along with this, it is also necessary to solve customers queries related to any concern about the product. Apart from this, taking feedbacks about the product is another major communication objective of the organization (Lipsman, et. al., 2012). Hyundais communication objectives are to spread awareness amongst the target audience in relation with the launching of the new car. Along with this, organizational other objectives are to provide sufficient information to the target audience in relevance with the specifications, features and the USPs of the car. This will help the organization to develop better customer relations. Along with the introduction of small SUV car in the target market, pricing objectives are increasing sales and profitability of the organization. In relation to this, organization has adopted cost leadership strategy with the objective of providing unique design and advanced features at reasonable rates to the target audience. By adaptation of the cost leadership strategy, organizational main motive is to acquire large part of the market as well as to uplift their and revenues and profitability so that the desires sales objectives could be attained. With the help of cost leadership strategy, organization would be able to make their separate image in the market. Competitive advantage in the market will also be attained easily in the market. This also helps the organization to develop a unique image amongst the target audience in relevance with the competitors. Value proposition of Hyundai Kona is that it is an advanced technology based small SUV with adequate safety measures. This helps the organization to make their car unique and effective as compared to its competitors (Nagle, Hogan Zale, 2016). Conclusion From the aforesaid information, it can be concluded that Hyundai has planned to enter into small city cars market and for the same objective; the very first car they have launched is Kona which is a small SUV. This car has all specifications which are necessary for fulfilling the basic two requirements about the car i.e. fun with safety. In this report, its promotional campaign have been discussed under which communication objectives of the organization and the mediums used for promoting the new car in the Australian market have been discussed. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Chaffey, D. and Ellis-Chadwick, F., 2016.Digital marketing. Prentice Hall. George, W.B., Smith, K.G., Hansen, I.M., Aurigemma, P. and Sandquist, C.J., Adobe Systems Inc, 2018.Geographic segmentation systems and methods. U.S. Patent 9,860,148. 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