Answer to Question #265999 in Management for Riya

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.

a. ‘The 3D configurator zone in the facility enables the customers to customize and design

their favorite Kia cars.’ Based on this statement explain which type of targeting

strategies is initiated by Kia Motors. Justify your reason.

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

Answer 1

a. Kia uses a differentiated marketing targeting strategy; the target segments are given an opportunity in the configuration zone to customize their designs to customer-specific products.  

b. Kia Motors is using a Product-space Segmentation strategy; the company has developed a customized system that addresses a specific segment of customers for their brand and tries to display how each product is unique to customers.