Length: Please write your response in essay format and in point form as appropriate and limit your response to 4–5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
· Usage of marketing concepts, terms, and words from the course learning materials in your answers
· Depth of insight, analysis, and comprehensiveness
· Rationale/support for the conclusions drawn
· Clarity of your description and illustration of the positioning
Answer the following questions:
1. Decide on one segmentation approach for the automobile industry in your country of residence. Then identify three different target market segments of that approach. Provide five reasons to justify why your segmentation approach is an appropriate one for the automobile industry. (10 marks)
2. Choose two of the three target market segments you identified in question 1. Develop detailed target market segment profiles for each of these two target market segments in point form using five of the eight items covered in the course learning materials. (10 marks)
3. Choose which target market segment you will focus on as your primary target market segment (i.e., target audience). Provide four reasons for why this target market segment is more attractive than alternative target market segments you rejected. (5 marks)
4. Select and describe one positioning strategy for one automobile brand and its model for your target audience. Provide two reasons, from a marketing perspective, why this positioning strategy is appropriate for your target audience. (5 marks)
5. Create a positioning map to illustrate your positioning strategy for your target audience and its brand/model and the other two brands/models you identified in question 4. (5 marks)
6. Describe five competencies that allow this automobile brand and its model to defend this positioning, or what competencies would need to be developed. (5 marks)
Country of residence is Canada, Alberta.
