Answer to Question #269725 in Marketing for ADY

Question

The showroom is designed to display Kia’s current product portfolio with 3D

configuration. The 3D configurator zone in the facility enables the customers to customize

and design their favorite Kia cars and witness their intricate details. All the showcased

vehicles will be equipped with digital spec boards to share all the relevant information

about the product. The content displayed in the showroom is controlled directly by Kia

India, providing greater transparency, a sense of security and reliability to the customers.

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

Expert's answer

Answer 1

The focus strategy is used by Kia Motors. This method is employed in both low-cost and high-value situations. Serving the needs of a niche market segment at the lowest possible price is the low-cost focus strategy. This strategy necessitates Kia Motors lowering prices and employing a variety of marketing and advertising tactics to increase sales in the existing customer base.