Clients and Markets Analysis

Running head: CLIENTS AND MARKETS ANALYSIS
CLIENTS AND MARKETS ANALYSIS
Name of the Student
Name of the University
Author Note

1CLIENTS AND MARKETS ANALYSIS
Table of Contents
Introduction – Segmentation and targeting....................................................................2
Evaluation of the segment..............................................................................................3
B2C............................................................................................................................3
B2B............................................................................................................................5
B2C target segment........................................................................................................6
B2B target segment........................................................................................................7
Conclusion - Positioning and behaviour of customers...................................................8
References....................................................................................................................10

2CLIENTS AND MARKETS ANALYSIS
Introduction – Segmentation and targeting
As discussed by Thoeni, Marshall and Campbell (2016), segmentation process is
mainly based on the ways by which an organization is able to identify the niches who have
specific demands and needs. The segments are based on groups of people who have similar
types of demands. The different factors that are related to the division of segments in the
market include, demographics, psychographics, lifestyle, beliefs and values, life stages,
geography, behaviour and benefits. The process of targeting in the next that is taken by the
organizations in order to fulfil demands of the different customer groups (Kolhede and
Gomez-Arias 2017).
According to Kubacki, Dietrich and Rundle-Thiele (2017), targeting is also based on
different factors that include, size of the criteria, difference, money, accessibility and focus
on the various benefits. The entire process of segmentation and targeting is considered to be
highly customer oriented in nature as the segments are totally based on choice and demands
of the consumers. The customer oriented segmentation, targeting and positioning is based on
the division of groups with respect to the choice of the products by customers, their behaviour
and lifestyle. The products that are to be purchased by the customers are also affected by the
position of the organizations both in case of B2B and B2C markets (Schlegelmilch 2016).
The automobile based industry has faced a transition in the recent times that is quite
unique in nature and ACE EV Group is considered to be the flag bearer of the new and
innovative future that is developed by the organization in Australia. The organization has
planned to launch a major range of electric cars that can be used for commercial purposes
(Ace-ev.com.au 2019). The different vehicles that have been planned by the organization
include, The ACE Yewt, ACE Urban, The ACE Cargo. The advanced technologies that have
been implemented by the organization for specialised local production are able to provide a

3CLIENTS AND MARKETS ANALYSIS
major contribution to the highly competitive automobile industry. The shift that has recently
taken place in the automobile industry related to the usage of electric vehicles is considered
to be a major factor that has led to the development of Electric Vehicles (Ace-ev.com.au
2019).
Evaluation of the segment
B2C
The market that has been targeted by the products of ACE YEWT is based on the
group of people who prefer environment friendly cars. The electric cars that are being
developed by the organization can fulfil the needs of these types of customers. The B2C
customers of the organization will be segmented into different groups with the help of the
following segmentation based factors (Andaleeb 2016).
The process of B2C segmentation is considered to be different in comparison to that
of the B2B customers. The various processes that are used in this case include,
Demographic segmentation – This is considered to be the B2C version related to the
process of firmographics. Demographic segmentation is helpful for ACE YEWT for dividing
the customers in the organization with respect to their gender, age, education, occupation,
religion, marital status and income (Gengler and Mulvey 2017). This process is used by the
company in order to categorise the macro group of customers who have similar types of
demands and needs.
Geographic segmentation – This process is used to divide the customers with respect
to the geographic location. This mainly allows the organizations to focus its services and
products on specific geographic locations. The small sized companies are able to save their
marketing spends with the help of this segmentation process (GREEN and WARREN 2019).