Description
This ppt is about Case analysis of Civilian Hummer.
About Hummer
?
The Humvee, also known as HUMMER, was designed for the U.S. Army in 1979 by AM General Corporation The objective was to produce a versatile, light weight vehicle to carry troops and a wide variety of equipment and military hardware over the difficult terrain. The 3.5-ton vehicle became a star of the 1991 Persian Gulf War. For the US military, since world war 2, the vehicle for the above purpose was Jeep.
?
?
Primary Customers
?
US Armed Forces To the foreign military agencies. Non military US government agencies
?
?
?
Large and small Scale businesses.
Consumer Markets
?
We will be releasing 4 variants for the consumers:
? 2 Passenger Hard Top ? 4 Passenger Open Canvas Top
? 4 Passenger Hard Top
? 4 Passenger Wagon
2 Passenger Hard Top
4 Passenger Open Canvas Top
4 Passenger Hard Top
4 Passenger Wagon
Add-ons to the Models
?
Air conditioning Spare tire carrier Deluxe interior package
?
?
?
12000 pound winch, etc.
Civilian Market Requirements
• Safety
• Comfort
• Reliability • Size
• Mileage
• Price • Performance
• Style
• Status Symbol.
Competitors to Hummer
?
Range Rover
Competitors to Hummer
• Lincoln - Navigator
Competitors to Hummer
• Daimler Chrysler – Jeep
Market Segmentation
?
Demographic
Psychographic Behavioral
?
?
Demographic Segmentation
?
Age
? Men with household incomes varying between $
200,000 and $ 300,000 dollars per Year was the target population. The age groups of these people were around 25s to 45s.
?
Occupation
? This is a niche market product. This market
segment consists mostly of entrepreneurs as opposed to corporate conformists and top executives.
Demographic Segmentation
?
Gender
? Due to the masculinity of the vehicle, the
primary targets would be males.
?
Income
? Men with household incomes varying
between $ 200,000 and $ 300,000 dollars per Year are the target population.
Psychographic Segmentation
?
Lifestyle
? It is a niche market product as it caters to
needs of certain category of the society. ? The main target audience is those who live in ranches and those people who enjoyed off road performance. ? Some preferred Hummer due to the ruggedness and looks of the vehicle
Behavioral Segmentation
?
Benefits
? Tangible benefits ? Ruggedness, Safety features, Self inflatable/deflateable tires, High ground clearance, True off road capabilities, Traction Control Systems.
? Intangible benefits ? Status Symbol, Sense of Pride of ownership and Style
Connecting with the consumers
Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Decision
Problem Recognition
?
Some people like to go on adventurous off road drives and trips. For such activities SUVs are the best options. The serious consumers would be interested in true off road vehicles. For some people it’s a matter of status and style which reflects their lifestyle and character, which triggers the need to buy Hummer.
?
?
Information Search and Evaluation of Alternatives
Consumer Values and Perceptions
?
Hummer a vehicle for people of high stature and class. Trends of high image and luxury appreciation that Hummer's market segment possesses.
?
?
Hummer appeals to the high income individuals by making it a status symbol.
Advantages and Distantages
?
Competing SUVs are all slightly cheaper than the Hummer and are all in the upper echelon of the industry. The way in which Hummer differentiates itself is in off-road performance, in which there is no substitute. Hummer is the leader in off-road capability because of the vehicle's military background.
?
?
Conclusion
Considering the facts we would like to conclude that the Hummer is a good civilian product.
doc_446037341.pptx
This ppt is about Case analysis of Civilian Hummer.
About Hummer
?
The Humvee, also known as HUMMER, was designed for the U.S. Army in 1979 by AM General Corporation The objective was to produce a versatile, light weight vehicle to carry troops and a wide variety of equipment and military hardware over the difficult terrain. The 3.5-ton vehicle became a star of the 1991 Persian Gulf War. For the US military, since world war 2, the vehicle for the above purpose was Jeep.
?
?
Primary Customers
?
US Armed Forces To the foreign military agencies. Non military US government agencies
?
?
?
Large and small Scale businesses.
Consumer Markets
?
We will be releasing 4 variants for the consumers:
? 2 Passenger Hard Top ? 4 Passenger Open Canvas Top
? 4 Passenger Hard Top
? 4 Passenger Wagon
2 Passenger Hard Top
4 Passenger Open Canvas Top
4 Passenger Hard Top
4 Passenger Wagon
Add-ons to the Models
?
Air conditioning Spare tire carrier Deluxe interior package
?
?
?
12000 pound winch, etc.
Civilian Market Requirements
• Safety
• Comfort
• Reliability • Size
• Mileage
• Price • Performance
• Style
• Status Symbol.
Competitors to Hummer
?
Range Rover
Competitors to Hummer
• Lincoln - Navigator
Competitors to Hummer
• Daimler Chrysler – Jeep
Market Segmentation
?
Demographic
Psychographic Behavioral
?
?
Demographic Segmentation
?
Age
? Men with household incomes varying between $
200,000 and $ 300,000 dollars per Year was the target population. The age groups of these people were around 25s to 45s.
?
Occupation
? This is a niche market product. This market
segment consists mostly of entrepreneurs as opposed to corporate conformists and top executives.
Demographic Segmentation
?
Gender
? Due to the masculinity of the vehicle, the
primary targets would be males.
?
Income
? Men with household incomes varying
between $ 200,000 and $ 300,000 dollars per Year are the target population.
Psychographic Segmentation
?
Lifestyle
? It is a niche market product as it caters to
needs of certain category of the society. ? The main target audience is those who live in ranches and those people who enjoyed off road performance. ? Some preferred Hummer due to the ruggedness and looks of the vehicle
Behavioral Segmentation
?
Benefits
? Tangible benefits ? Ruggedness, Safety features, Self inflatable/deflateable tires, High ground clearance, True off road capabilities, Traction Control Systems.
? Intangible benefits ? Status Symbol, Sense of Pride of ownership and Style
Connecting with the consumers
Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post Purchase Decision
Problem Recognition
?
Some people like to go on adventurous off road drives and trips. For such activities SUVs are the best options. The serious consumers would be interested in true off road vehicles. For some people it’s a matter of status and style which reflects their lifestyle and character, which triggers the need to buy Hummer.
?
?
Information Search and Evaluation of Alternatives
Consumer Values and Perceptions
?
Hummer a vehicle for people of high stature and class. Trends of high image and luxury appreciation that Hummer's market segment possesses.
?
?
Hummer appeals to the high income individuals by making it a status symbol.
Advantages and Distantages
?
Competing SUVs are all slightly cheaper than the Hummer and are all in the upper echelon of the industry. The way in which Hummer differentiates itself is in off-road performance, in which there is no substitute. Hummer is the leader in off-road capability because of the vehicle's military background.
?
?
Conclusion
Considering the facts we would like to conclude that the Hummer is a good civilian product.
doc_446037341.pptx