Maruti Suzuki Marketing Strategy Essays

This strategy would avoid direct competition with larger firms who are pursuing bigger segments.

This strategy is also known as ‘concentrated strategy’.

Separating a market into 100% homogeneous segments is really difficult.

Many differences will always remain due to demographics or usage behaviour.

In the case of Mercedes, for a very long time it used a small segment strategy to focus on luxury car market.

However, due to competitive pressures and attractiveness of adjacent segments, it is following a dual-segment strategy.

This strategy is known as multi-segmentation strategy.

All of them would require separate marketing mixes.

It means to concentrate organisation’s marketing efforts on a single segment.

Unfortunately there are large risks associated with this strategy.


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