자동차 시장 세그멘테이션(벤츠와 현대차 비교)

소개글

자동차 시장을 벤츠와 현대차 사례로 세그멘테이션(Geographic, Demographic, Behavioral) 분석했습니다. 미국의 한 대학에서 과제로 실시했고 높은 점수를 받았습니다

목차

1. Geographic segmentation
2. Demographic segmentation
3. Behavioral segmentation

본문내용

Global automakers have their respective target markets. This is due to differences in consumer preferences and sales volume depending on the characteristics of vehicles produced by carmakers. Each country's market competition and consumer characteristics are very important factors for future product development or marketing.
According to Mercedes-Benz's analysis, growth is continuing in more established markets like Europe and the US, but future growth will be driven by China and other Asian markets. China is now the world’s biggest car market, but it is also an important market for new technologies and procurement. Therefore, it seems desirable for Mercedes-Benz to strengthen its market penetration with partners who can better understand the tendency of local consumers and market characteristics.

참고 자료

https://annualreport.daimler.com/ar2019/shareholders/objectives-and-strategy#
https://www.hyundaimotorgroup.com/Index.hub
https://www.hyundai.com/content/dam/hyundai/ww/en/images/company/sustainability/about-sustainability/hmc-2019-sustainability-report-v3-en.pdf