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 Chevrolet Chevelle MALIBU COUPE 1966 CHEVELLE ORIG BUCKET SEAT BLK PLATE PROCTECTO PLATE HISTORIC C NOT MANY LEF $12,100.00 (30 Bids) Time Remaining: 6d 4h 30m |
 Chevrolet Chevelle 1966 Chevelle Malibu Red with Black int 350 Chevy Automatic $18,500.00 Time Remaining: 14d 22h 2m Buy It Now for only: $18,500.00 |
 Chevrolet Chevelle Malibu 1972 Chevelle Malibu 350 Transformer Tribute Chevrolet May Trade $5,600.00 (15 Bids) Time Remaining: 4d 5h 36m |
 Chevrolet Chevelle MALIBU 1967 CHEVELLE MALIBU $10,602.00 (22 Bids) Time Remaining: 6d 20h 51m |
 Chevrolet Malibu MALIBU 1977 CHEVELLE MALIBU CLASSIC LANDAU COUPE 16312 MILES 1 OWNER SURVIVOR $8,369.00 (15 Bids) Time Remaining: 2d 6h Buy It Now for only: $10,500.00 |
 Chevrolet Chevelle 1967 Chevelle Malibu Convertible $11,100.00 (42 Bids) Time Remaining: 1d 2h 1m |
 Chevrolet Chevelle Malibu 1972 Chevrolet Chevelle Malibu GM 402 Big Block nom Body on Restoration $10,300.00 (33 Bids) Time Remaining: 22h 59m Buy It Now for only: $15,000.00 |
 Chevrolet Chevelle Malibu 1971 Chevelle Malibu 2 Door Sport Coupe 350cid 350 Turbo Automatic $11,500.00 (1 Bid) Time Remaining: 5h 24m |
 Chevrolet Chevelle 1969 Malibu Chevelle $16,000.00 Time Remaining: 18h 12m Buy It Now for only: $16,000.00 |
 Chevrolet Chevelle Malibu 1967 Chevrolet Chevelle $5,255.00 (14 Bids) Time Remaining: 5d 23h 52m |
 Chevrolet Chevelle 1967 Chevrolet Chevelle Malibu PRISTINE California Car $15,600.00 (34 Bids) Time Remaining: 30m |
 Chevrolet Chevelle Malibu 1970 Chevelle 71 registered $3,550.00 (13 Bids) Time Remaining: 6d 7h 30m Buy It Now for only: $6,500.00 |
 Chevrolet Malibu 1964 Chevelle Malibu Wagon $2,700.00 (11 Bids) Time Remaining: 2d 1h 54m |
 Chevrolet Chevelle LOW RESERVE 1968 Chevy Malibu CONVERTIBLE PDB 355 V8 FATHOM BLUE BEAUTY $9,800.00 (35 Bids) Time Remaining: 4d 4h 15m |
 Chevrolet Malibu 1965 Malibu SS Chevelle s Match Factory Air Loaded $17,190.00 (22 Bids) Time Remaining: 3d 16h 58m |
 Chevrolet Chevelle MALIBU 1971 CHEVELLE PROTOURING 350 700R4 HOTCHKIS SUSPENTION INTRO RIMS 4 WHEEL DISC $16,000.00 Time Remaining: 5d 2h 20m Buy It Now for only: $16,000.00 |
 Chevrolet Malibu 454 CHEVELLE 1972 CHEVELLE WITH 454 WITH A 400 TRANS ALL NEW $9,000.00 (7 Bids) Time Remaining: 4d 6h 3m |
 Chevrolet Chevelle malibu chevrolet chevelle pro street red Hot Rod super fast drag car show car nitrous $16,100.00 (6 Bids) Time Remaining: 2d 17h 45m |
 Chevrolet Chevelle 427 1969 Chevelle Malibu Cpe 427 PS PDB AC Tilt Tach 12 Bolt SS SuperSport Options $11,100.00 (16 Bids) Time Remaining: 1d 4h 45m |
 Chevrolet Chevelle malibu 1970 Chevelle malibu Hot Rod custom classic pro touring frame off resto $4,650.00 (3 Bids) Time Remaining: 1d 6h 56m |
 Chevrolet Malibu Wagon 1970 Chevelle Malibu Wagon NICE SS optioned 1968 1969 $5,299.99 (14 Bids) Time Remaining: 6d 16m |
 Chevrolet Chevelle Malibu Restored very clean 1968 Chevelle $9,000.00 (8 Bids) Time Remaining: 2d 6h 24m Buy It Now for only: $20,000.00 |
 Chevrolet Chevelle MALIBU 1972 CHEVY CHEVELLE $19,500.00 Time Remaining: 5d 21h Buy It Now for only: $19,500.00 |
 Chevrolet Chevelle Super Sport 1966 Chevelle Malibu Super Sport $11,100.00 (3 Bids) Time Remaining: 4d 19h 6m Buy It Now for only: $23,000.00 |
 Chevrolet Chevelle 1970 Chevelle Malibu $3,250.00 (24 Bids) Time Remaining: 7h 30m |
 Chevrolet Chevelle MALIBU SS RARE RESTORED 1964 CHEVROLET CHEVELLE MALIBU SS CONVERTIBLE 327 WITH 4 SPEED WOW $23,600.00 (10 Bids) Time Remaining: 5d 1h 35m |
 Chevrolet Malibu 1967 CHEVELLE MALIBU WAGON RAT ROD GASSER LOOK $660.00 (15 Bids) Time Remaining: 2d 16h 40m |
 Chevrolet Chevelle Malibu 1971 Chevelle Malibu California car $11,000.00 (1 Bid) Time Remaining: 1d 21h 57m |
 Chevrolet Malibu SS 1965 Chevrolet Chevelle Malibu SS True 138 car $21,000.00 (6 Bids) Time Remaining: 7d 4h 45m Buy It Now for only: $28,500.00 |
 Chevrolet Chevelle 1973 Chevy Malibu $1,425.00 (6 Bids) Time Remaining: 18h 20m Buy It Now for only: $2,200.00 |
 Chevrolet Chevelle ss 1965 Chevelle Malibu SS $28,500.00 Time Remaining: 1d 4h 21m Buy It Now for only: $28,500.00 |
 Chevrolet Chevelle Sedan 66 Chevelle Malibu 2 door Post car non SS partially restored $1,025.00 (2 Bids) Time Remaining: 6d 31m Buy It Now for only: $8,000.00 |
 Chevrolet Chevelle Malibu SS 1967 Chevelle Malibu 4 Speed Frame off Restoration $20,000.00 Time Remaining: 2d 5h 23m Buy It Now for only: $22,000.00 |
 Chevrolet Chevelle Chevelle 1964 Chevrolet Malibu SS $20,000.00 Time Remaining: 3d 16h 50m Buy It Now for only: $24,000.00 |
 Chevrolet Chevelle Malibu 69 Chevelle Street Strip Show $8,000.00 Time Remaining: 4d 2h 36m |
 Chevrolet Chevelle malibu 72 chevelle malibu project $6,900.00 Time Remaining: 5d 23h 41m |
 Chevrolet Chevelle Malibu 1968 Chevelle Malibu $15,000.00 Time Remaining: 6d 4h 9m Buy It Now for only: $25,000.00 |
 Chevrolet Chevelle Malibu 67 Chevy Chevelle Malibu 3 Speed Frame Off Restoration 500hp V8 Garaged $36,500.00 Time Remaining: 1d 21h 17m Buy It Now for only: $36,500.00 |
 Chevrolet Chevelle MALIBU ABSOLUTLY GORGEOUS ALL STOCK ORIGINAL COLOR UNMOLESTED A TRUE SURVIVOR $8,700.00 (2 Bids) Time Remaining: 6d 4h 30m Buy It Now for only: $16,500.00 |
 Chevrolet Chevelle Malibu 1972 Malibu Chevelle $11,500.00 Time Remaining: 2d 3h 28m |
 Chevrolet Chevelle Malibu 396 1966 Chevrolet Chevelle Malibu 396 $10,000.00 Time Remaining: 6d 4h 30m |
 Chevrolet Chevelle 1969 CHEVELLE MALIBULOOKS GOOD RUNS GREAT $10,500.00 Time Remaining: 1d 2h 25m Buy It Now for only: $14,500.00 |
 Chevrolet Chevelle Malibu SS 1964 Chevelle SS Convertible $2,500.00 Time Remaining: 4d 6h 58m |
 Chevrolet Chevelle malibu 1967 chevelle $16,000.00 Time Remaining: 6d 16h 52m Buy It Now for only: $16,000.00 |
 Chevrolet Chevelle Rare 4 Door Hardtop $9,500.00 Time Remaining: 20h 14m Buy It Now for only: $9,500.00 |
 Chevrolet Chevelle 1970 CHEVELLE SS MALIBU CLASSIC CLONE $14,500.00 Time Remaining: 5d 1h 8m |
 Chevrolet Chevelle MALIBU SS 1964 SS MALIBU 327 4 SPD BUCKETS CONSOLE STRAIGHT CHEVELLE REAL DEAL $8,300.00 Time Remaining: 1d 6h 42m |
 Chevrolet Chevelle 1 OWNER 1966 CHEVROLET CHEVELLE MALIBU 2 DOOR SPORT COUPE MATCHING ENGINE LOW MILES $27,770.00 Time Remaining: 17h 59m Buy It Now for only: $29,900.00 |
 Chevrolet Chevelle SS 66 Chevelle Malibu 2 door SS clone partially restored 4 speed car No reserve $4,500.00 Time Remaining: 6d 18h 3m |
 Chevrolet Chevelle ss Tribute 1971 chevelle malibu CONVERTIBLE 1970 1972 ss 454 tribute LOW RESERVE $15,700.00 (10 Bids) Time Remaining: 6d 23h 50m |
 Chevrolet Chevelle malibu 68 chevelle malibu convertible $600.00 (1 Bid) Time Remaining: 2d 1h 2m |
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Analysis And Research
Introduction
Markets consist of people who have the need for a certain product, the ability to purchase it, authority and willingness to buy it too. Organizations on the other hand have the intention of selling their commodities for a profit. Consequently, any marketing strategy must merge these two diverging needs. The latter process forms the backbone of market segmentation, positioning or targeting. This is what shall be studied in the paper with reference to a well known particular case study.
Section 1: Choosing a product or product category
The product chosen for analysis is the Chevrolet automobile brand manufactured by General Motors. Chevrolet is one of the most prominent vehicles sold by the latter company. It falls under the medium sized category although it comes in a variety models. General Motors is one of the top big three automobile companies in Canada. Its sales in 2008 have increased and this is especially the case for Chevrolet.
It is important to study the Chevrolet as a product because it is one of the most identified brands in the automobile industry. This product has been marketed widely hence the reason behind its widespread use. Also, the product has had a long history. It began back in the 1960s with models such as Impala. Thereafter, trimmer models started being introduced into the market such as the Caprice Chevelle, Malibu then the Nova. Today the product is now being identified through a series of models that consumers have received very enthusiastically. (Statistics Canada, 2008)
Section 2: Consumer research and trends
Secondary research was conducted by consulting on national statistics i.e. through Statistics Canada. Through this avenue, it was possible to examine the overall performance of this brand. This was because the ‘performance in a series of towns and cities were enlisted. Consequently, through total sales, it was possible to place this brand in context within the automobile industry.
There was also some primary research that was conducted for this section of the paper. The research involved five interviews conducted by automobile vehicle owners. The individuals were asked questions about the kind of qualities that they look for in a vehicle, whether they had heard of Chevrolet and why they had or had not purchased. The interviews were structured i.e. they contained pre-set questions which consumers were asked. This assisted in the ease of analysis and the latter conclusions were made from the analysis.
The first thing that was identified in consumer segmentation was that consumers' needs were variable; in other words, there is a need to use heterogeneous segmentation rather than homogenous. However, this demand could be placed into some identifiable clusters. Some of them include
- Automobile space
- Automobile price
- Height of luxury offered by the automobile
- Automobile's sportiness
These segmentation mechanisms were largely based on the product qualities. The Chevrolet brand is widely known for its participation in sports. (Statistics Canada, 2008)This is the reason why General Motors has sponsored some racing activities through this brand. Consequently, certain consumers are looking for the kind of product that would fit in with their need for sportiness. Additionally, others may be looking for Chevrolets that are relatively cheap. This is what is largely known as segmentation by price. In such a scenario, most people would be looking for value for their money. Most of them would shy away from purchasing certain items if they think that those items are overpriced. The same mentality applies to Chevrolet.
A number of consumers affirmed that they are mostly looking for a Chevrolet brand that is luxurious enough. This means that the automobile must have certain additional features such as strong engine power, inflatable seats, digital music players among other features. For such consumers, the most important thing for them is that their vehicle must have all the latest features in car technology. General Motors has created a series of models that are tailored to suit this market segment. (Statistics Canada, 2008)Most of these brands have been designed to create comfort while driving, entertainment and safety in the event that an accident occurs.
Other consumers also fell in the latter segment i.e. segmentation by product type. These were consumers who were looking for environmentally friendly vehicles or fuel efficient ones. This segment could also be classified under the segmentation by price sector because those ones looking for fuel efficient vehicles or engines that required less fuel were largely trying to minimize their expenditure after purchasing the vehicle. This category of consumers was quite high especially because of the soaring gas prices that are currently affecting the world today. However, there were also other consumers who simply wanted to play a part in reducing environmental degradation. General Motors has designed some Chevrolet models designed for this purpose such as the Chevrolet Volt. This model is an electric vehicle and is one of the strongest fuel economizers among GM's category of vehicles. Consequently, consumers in this segment usually buy the latter product.
Other motor vehicle purchasers are usually looking for spacious vehicles. This is the reason why General Motors has created series of Chevrolet brands that vary in size. There are those that accommodate an entire family while there are others that are tailored for drivers and their co-drivers alone. Usually, space is also associated with price because automobiles usually have more powerful engines and greater horsepower than the small varieties.
In General Motors, consumer segmentation may also be defined by the four major segmentation variables know in the market. The behavioral segmentation applied to Chevrolet because there are certain makes that are tailored to certain demographic groups hence the presence of demographic segmentation e.g. segmentation by age. Young people tend to look for less spacious makes while the older generations tend to look for more space. Segmentation also exists by geographical areas because large cities tend to focus on sporty vehicles while sparsely populated areas tend to look for functional vehicles. Also, segmentation by buying behaviors applies to Chevrolet because the company adds certain features to encourage those individuals who purchase vehicles for leisure.
Figures for last year obtained from Statistics Canada depict that the company's Chevrolet sales have increased as of 2007. (Statistics Canada, 2008)
Make
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