Market Segmentation - Power Bike in Thailand
BU 1008
Marketing Fundamental
-Individual Assignment-
(Powerbike in Thailand)
Evelyn
Powerbike in Thailand
Powerbike is a local family enterprise in Thailand. Powerbike opened one-stop retailer bicycle in 2006 at Roi Et, Thailand. Roi Et is a city in north east part of Thailand. Powerbike sell a lot of kind of bike, and also the bike with a specialization function. Powerbike also provide for service and repairing for the bike. Furthermore powerbike is a one-stop retailer within quality and reasonable price.
In the Marketing Segmenting there are four kind of segmentation, they are Behavioral Segmentation, Demographic Segmentation, Psychographic Segmentation, and Geographic Segmentation.
Behavioral Segmentation is the most powerful type of segmentation because it uses actual consumer behaviour or product usage to make distinctions among market segment (Farrell & Hartline, 2005). Demographic Segmentation consists of dividing the market into group based on variable such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality (Kotler, Brown, Adam & Armstrong, 2004). Psychographic Segmentation is based on consumer characteristic. Psychographic Segmentation is based on differences in psychological traits (personality attributes and motives), key demographics, and lifestyles (the expression of the two former categories) (Elliot, Rundle-Thiele, & Waller, 2010). Geographic Segmentation are the areas in which buyers reside, such as coastal, inland, urban, rural, tropical and temperature (McColl-Kennedy & Kiel, 2000).
Actually, the main function of the marketing segmentation is to explore more, to set the target market. This segmentation will helpful for the marketer to set their target market, base on the behavioral segmentation, demographic segmentation, psychographic segmentation or base on area, use the geographic segmentation.
Marketing Fundamental
-Individual Assignment-
(Powerbike in Thailand)
Evelyn
Powerbike in Thailand
Powerbike is a local family enterprise in Thailand. Powerbike opened one-stop retailer bicycle in 2006 at Roi Et, Thailand. Roi Et is a city in north east part of Thailand. Powerbike sell a lot of kind of bike, and also the bike with a specialization function. Powerbike also provide for service and repairing for the bike. Furthermore powerbike is a one-stop retailer within quality and reasonable price.
In the Marketing Segmenting there are four kind of segmentation, they are Behavioral Segmentation, Demographic Segmentation, Psychographic Segmentation, and Geographic Segmentation.
Behavioral Segmentation is the most powerful type of segmentation because it uses actual consumer behaviour or product usage to make distinctions among market segment (Farrell & Hartline, 2005). Demographic Segmentation consists of dividing the market into group based on variable such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality (Kotler, Brown, Adam & Armstrong, 2004). Psychographic Segmentation is based on consumer characteristic. Psychographic Segmentation is based on differences in psychological traits (personality attributes and motives), key demographics, and lifestyles (the expression of the two former categories) (Elliot, Rundle-Thiele, & Waller, 2010). Geographic Segmentation are the areas in which buyers reside, such as coastal, inland, urban, rural, tropical and temperature (McColl-Kennedy & Kiel, 2000).
Actually, the main function of the marketing segmentation is to explore more, to set the target market. This segmentation will helpful for the marketer to set their target market, base on the behavioral segmentation, demographic segmentation, psychographic segmentation or base on area, use the geographic segmentation.
References: Bangkok traffic expected to worsen. (2012, january 02). Retrieved from http://www.bangkokpost.com/news/local/273433/bangkok-traffic-expected-to-worsen Elliot, G., Rundle-Thiele, S., & Waller, D. (2010). Marketing. Autralia: John Wiley & Sons. Ferrel, O. C., & Hartline, M. D. (2008). Marketing Strategy (3th ed.). United States of America: Thomson South-Western. Kotler, P., Brown, L., Adam, S., & Armstrong, G. (2004). Marketing. Frenchs Forest NSW: Pearson Education Australia. McColl-Kennedy, J. R., & Kiel, G. C. (2000). Marketing a strategy approach. South Melbourne: Nelson Thomson Learning. Positioning strategy. (2010, august 30). Retrieved from http://www.marketing91.com/positioning-strategies/