• Afsætning
  • Uddannelse: HHX
  • Karakter: 10 tal
  • Ord: 2491

Indholdsfortegnelse
1. Describe Zipcar's segments briefly, and analyze the segmentation variables for the US-market - meaning that you analyze what segmentation variables you think they have made use of? Also suggest witch segments that would be most attractive for Zipcar in the US-market using a pre-made segmentation analysis. (40%)

2. Analyze and discuss Zipcar's targeting strategy. (20%)

3. Analyze and discuss the positioning of Zipcar. (40%)

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Uddrag
Zipcar is a car rental business which substitutes car ownership. It consists off an app with possibility of a monthly or annual subscription and a keycard. In 2009 more Americans got rid of their car than those who purchased new cars.

When creating a car sharing business, there will automatically occur different costumer segment with different needs and interests all depending on different segmentation variables such as, geographical ( city size, density…)

demographical ( age, income, generation…), psychographic ( social class lifestyle…) and behavioral (loyalty, benefits, occasions….). When dividing your target group into small individual groups /segments

it is easier for the company to target their customers. This way they waste less marketing money on costumer who are not interested in their product and will end up being more competitive.

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After creating a segmentation of the market, Zipcar had to evaluate their segments to start their targeting strategy. The first thing they had to analyze was if the segments would be big enough to make a profit.

The car and driving industry is extremely big. Urbanites, millennials and urban boomers are spread out all over the US. And they will always need to go to different places. And they will continuously. It’s a huge segment to target.

Now a days more and more people care about the environment and want to make a change. Since Zipcars cars are electric, this makes the product a lot more attractive. It’s certainly not everybody who can afford to own a car, especially in the city.