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Instructions:
Market Positioning for Chevy Cruise Organization Discussion
I’m working on a marketing discussion question and need support to help me learn.
According to Perreault, Cannon, & McCarthy (2021), positioning refers to the mental images that come to consumers’ minds when they think of a product, brand, or organization (p. 108). Different mental images are associated with different brands. Marketing managers diligently work to create and maintain positioning messages that are consistent with market offerings. For example, many consumers think of safety when they think of the Volvo brand. Similarly, low prices may come to mind when a consumer thinks of Walmart.
General Motors recently announced that it is ready to deploy fully driverless cars. After reading chapter 4 and the complete news article here: Driverless Cruise Cars (Links to an external site.) consider the likely consumer segment that GM will target for marketing. Also, surmise how GM could position its new Cruise service to that target consumer segment. Then, answer these questions:
Describe the consumer segment targeted by GM. Create a consumer segment description that encompasses traits from both demographics and either psychographic or behavioral dimensions (or traits of all three segmentation dimensions).
Describe* the positioning “point of difference” that GM could use to position Cruise in the eyes of the consumer segment you described. (For example, Volvo is positioned as the safest cars.) How will GM position Cruise so that it is differentiated from competitors such as Lyft, Uber or taxi cabs.
If Cruise offers safe rides, do you think the target segment you described will embrace the new service?
Market Positioning for Chevy Cruise Organization Discussion
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Market Positioning for Chevy Cruise Organization Discussion |
Market Positioning for Chevy Cruise Organization Discussion