Length: Please write your response in essay format and in point form as appropriate and limit your response to five (5) pages using 1.5 line-spacing.

Assessment: This part of the assignment will be assessed using the following criteria:

• Depth of the justification
• Depth (detail) of the profiles
• Clarity of your description and illustration of the positioning

Reflect on the automobile industry in your country of residence.

1. Decide on a segmentation approach for the automobile industry in your country of residence, identifying at least four different target market segments of that approach. Justify (from a marketing perspective) why your segmentation approach is an appropriate one, using the criteria in Chapter 6, page 177 in Figure 6.2 in your textbook. (5 points)
2. Choose three of the target market segments you identified and develop a rich detailed profile for each of these segments in point-form, using the major headings in Chapter 6, page 195 in Figure 6.7 in the textbook. Indicate with an asterisk (*) the characteristics or attributes of each segment that are assumptions that you would want to test with research. (15 points)
3. Generate at least three ideas for how the marketing mix strategy of an auto manufacturer might be different for each of these three target market segments based on your profiles. (6 points)
4. Assume the role of the marketing manager for a car brand. (You can decide which one and whether is it a model brand like Honda Civic or a variant like a Honda Civic LX.) Choose which target market segment you would focus on as your primary segment (target audience). Provide rationale (from a marketing perspective) for why this segment is more attractive than alternative segments you rejected. (6 points)
5. Identify three car brands/models that are currently positioned to be attractive in one of the target market segments you profiled in 1.3.b. Describe how these brands/models are positioned by identifying: 1) at least three ways in which the brands/models uniquely appeal to customers in this segment or are more attractive than their competitors and 2) at least three ways the three brands/models in this segment differ from brands/models competing in other segments. (6 points)

Based on your answer to question 1.3.e, develop two positioning maps that illustrate how these car brands/models are positioned in your country. (2 points)