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SEGMENTATION

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Mohit Vij
Mohit Vij

1) Hyundai introduced the Santa Fe SUV in the late 1990s and it became their best seller in the US market. 2) Hyundai used market segmentation techniques like lifestyle analysis and focus groups to understand target customers for the Santa Fe and design it to meet their needs. 3) The target market for the Santa Fe was identified as practical buyers aged 25-40, including young professionals and entrepreneurs, seeking a spacious and elegant vehicle for a reasonable price.

BusinessTravel
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Hyundai – Santa Fe Andrew Sable • Chitra Sewsagur • I-Kai Chen • Juan-Francisco Rodriguez • Mohit Vij
Hyundai History ,[object Object],[object Object],[object Object]
Hyundai – Santa Fe ,[object Object],[object Object],[object Object],[object Object]
Segmentation Process ,[object Object],[object Object],[object Object],[object Object],[object Object],However ….. SANTA FE….. was born differently!!
Segmentation Process ,[object Object],[object Object],[object Object]
Segmentation Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Target Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Potential ,[object Object]
Positioning Statement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Santa Fe versus Land Rover
Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Santa Fe's positioning statement and competitors ,[object Object],[object Object],[object Object],[object Object],[object Object]
Evolution of Positioning statements ,[object Object],[object Object],[object Object],[object Object]
Recommendation ,[object Object],[object Object],[object Object],[object Object]
Q & A period
Appendix ,[object Object],[object Object]

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  • 1. Hyundai – Santa Fe Andrew Sable • Chitra Sewsagur • I-Kai Chen • Juan-Francisco Rodriguez • Mohit Vij
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  • 11. Santa Fe versus Land Rover
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  • 16. Q & A period
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