Professional Documents
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MARKETING MANAGEMENT
CASE STUDY: CHEVROLET EUROPE
MARKET SEGMENTATION
The European passenger car market is traditionally segmented on the basis of car owner social
status and value orientation across national boundaries.
Traditional segments:
a) The Upper Conservative Segment
b) The Traditional Mainstream Segment
c) The Traditional Blue Collar Segment
d) The Pragmatic Striver Segment
Mainstream segments:
a) The Social Climber Segment
b) The Conventional Modern/Progressive Modern Mainstream Segment
c) The Counter Culture Segment
Postmodern/Materialistic Segments:
a) The Upper Liberal Segment
b) The Socio-Critical Segment
c) The Postmodern Segment
STRENGHT OPPORTUNITIES
WEAKNESSES THREATS