Answer to Question #255944 in Marketing for Aniket R Bhandare

Question

b. In your opinion which segmentation strategy is adopted by Kia Motors?

Answer 1

Kia Motors adopts the focus strategy. This strategy is used both in terms of low cost and offering the best value. The low-cost focus strategy is adopted by serving the needs of a niche market segment at the lowest possible price. The adoption of this strategy requires Kia Motors to lower the prices and use dissimilar marketing and advertising strategies to push the sales in the existing customer market. The organization offers various price discounts and deals, commonly runs the promotional movements and offers the product in new attractive packages to achieve sales growth target while staying in the same market. Aggressive marketing tactics are required when using this strategy in a competitive consumer market.