Company Case: Downsizing Hummer

(General Motors)
 From Humvee to Hummer
(H.U.M.V.E.E. – high mobility multi purpose
wheeled vehicle)
THE TARGET MARKET OF FIRST HUMMER BY
AMERICAN MOTORS (1992)

• ELITE ROAD WARRIORS

• AVERAGE INCOME $200,000 AND
ABOVE
• Flamboyant – (regarding their personal
success)
THE TARGET MARKET OF HUMMER 2 BY GM
(1999)

• Wealthy baby boomers

• 30-40 something wealthy customers
• Occupations- Investment banking or
independent business persons
• Outdoorish and adventuresome
THE TARGET MARKET OF HUMMER 2 BY GM
(2002)- smaller size

• Average income of $100,000

• Average age -42
•City dwellers
•Steady income and maybe with families
 THE TARGET MARKET OF HUMMER 3

• Average income of $125,000

• Average age under 42
• Appealing towards more younger youths
(suburban teenagers)
•Steady income and maybe with families
 Company Case: ZARA
(De Cero A Zara- From Zero to Zara)

possibly the most innovative and devastating retailer in the world.

Daniel Piette (Fashion director of the French Fashion House LV)
Company Case: ZARA
(Amancio Ortega)
 ZARA
Facts

• Part of Inditex group

• Launched its first store in 1975

• Presently have stores in 73

Countries
• 50% of the products Zara sells are
manufactured in Spain, 26% in the
rest of Europe, and 24% in Asian and
African countries and the rest of the
world