Customer Environment Analysis of Jeep

Introduction

For developing the effective and appropriate marketing strategies for a specific product, it is vital to understand the potential customers. Through understanding the customers, a company can improve and amend the products as per the requirements of the customers. This results in customer retention and brand loyalty as the customers are then satisfied with the products. This is the reason why the customer environmental analysis is significant part of a marketing research. This paper conducts a customer analysis of the Jeep.

Who are the Customers?

SUV became popular in the U.S., Canada and Australia in the 1990s and early 2000s for several reasons; this trend was known as the obsession with SUV. The customers of the jeep are affluent and lead a luxurious life. The average jeep customers are 63.7% males of whom 76.4% are married and approximately 45 years of age. The income of this group is approximately $94,400. The customers of the jeep prefer to lead an adventurous and lavish life. The customers believe that owning a jeep is very prestigious.

Even though the main customers of the SUV are males, however, the women are also starting to buy the SUV vehicles. The reason is that the SUV is much safer and provide better visibility. The safety perception is on the basis of image, shape and size of the jeep instead of the published statistics or reports. Additionally, soccer mothers who drive minivans are altering their qualities when they change their vehicles from minivans to SUVs. According to research, it has been estimated that the future potential buyers of the SUV will be 53.8% females. In the United States, women influence “as much as 80% of all vehicle buying decisions.”

Following are the main demographics of the jeep customers:

Density: Urban

Age: 35 and above

Gender: Male - Female

Income: 300,000 and above (Per Annum)

Occupation: Managers / Executives / Business owners

Social-Class: Upper & Businee Class

Attitude towards Product: Enthusiastic / Positive

Benefits: Quality / Service / Prestige

Surprisingly, the demand for SUVs continues unabated despite high fuel prices, albeit with a marked shift to the lower vehicle segments. In United States, diesel engines dominate the drive concept. Customers want to go this way and especially with the flexibility of the concept of a luxurious drive. The high seating position of SUVs contributes to a relaxed travel especially on long journeys. The interior is versatile, and in addition the customer has a four-wheel drive while "just in case", for example, when driving in the mountains for skiing. In relation to function, these vehicles are very attractive price.

Objectives of Potential Buyers

S.No.

Market Segment

Objectives

1

Conservative

To Extend the Product Range offered in this Segment.

2

Economy

Launch a new car product for economy class

3

Luxury Segment

To sustain its market share in sales Products

Segmentation and Positioning of Potential Buyers

Segment

Positioning

Expected Result

Luxury

The renewed blossoming of the world bestselling Vehicle

Prestige and Quality

Increase and sustain market share in luxury segment

Conservative

Ideal state of the art engineering oil for conservative segment

Capture growth prospect in conservative segment

Economy

Intrinsic economic efficient oil for all cars types

Capture ...