Introduction to Marketing: Segmentation, Targeting, Positioning, and Strategy Analysis

Running head: INTRODUCTION TO MARKETING
Introduction to marketing

INTRODUCTION TO MARKETING 2
Table of Contents
Introduction.................................................................................................................... 3
Part A: Segmentation........................................................................................................ 3
Part B: Targeting............................................................................................................. 4
Part C: Positioning........................................................................................................... 4
Part D: Strategy analysis.................................................................................................... 5
Product..................................................................................................................... 5
Price......................................................................................................................... 5
Place......................................................................................................................... 6
Promotion.................................................................................................................. 6
References..................................................................................................................... 8

INTRODUCTION TO MARKETING 3
Introduction
Evo car Share Company is located in the Greater Vancouver area that is developed through the
British Columbia Automobile Association. This company provides completely Toyota Prius
Hybrid vehicles that have roof-top bike racks as well as features one-way point-to-point rentals.
Along with this, users are charged through minutes with available daily and hourly rates (Lutz
and Newlands 2018, 190). This report presents the segmentation, targeting, positioning, and
strategic analysis.
Part A: Segmentation
According to demographic factor, Evo car Share Company is mainly focused on millennial
customers because these customers highly use a rental car for business and leisure time. Along
with this, Evo car Share Company highly emphasizes on customers with high income. Because,
it provides premium services hence it is only afforded by higher income group of people
(Lawson et al. 2016, 2620).
Psychographic Segmentation
Under this segmentation, Evo car Share Company targets the consumer as per the customer
lifestyle and their attitudes towards products. By using this, the company sets the price to
persuade customer behavior towards its products and encourages them to make a positive
decision. Consequently, it is supportive for increasing the sales of the company (Thomas and
Housden 2017).
Geographic Segmentation
Evo car Share Company segments their market through involving different components such as
the national and regional market for catching the attention of the bulk of customers towards