Market Positioning for Chevy Cruise Organization Discussion

November 30, 2022

Market Positioning for Chevy Cruise Organization Discussion

Order Number	636738393092
Type of Project	ESSAY
Writer Level	PHD VERIFIED
Format	APA
Academic Sources	10
Page Count	3-12 PAGES

Instructions/Descriptions

Market Positioning for Chevy Cruise Organization Discussion

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I’m working on a marketing discussion question and need support to help me learn.

According to Perreault, Cannon, & McCarthy (2021), positioning refers to the mental images that come to consumers’ minds when they think of a product, brand, or organization (p. 108). Different mental images are associated with different brands. Marketing managers diligently work to create and maintain positioning messages that are consistent with market offerings. For example, many consumers think of safety when they think of the Volvo brand. Similarly, low prices may come to mind when a consumer thinks of Walmart.

General Motors recently announced that it is ready to deploy fully driverless cars. After reading chapter 4 and the complete news article here: Driverless Cruise Cars (Links to an external site.) consider the likely consumer segment that GM will target for marketing. Also, surmise how GM could position its new Cruise service to that target consumer segment. Then, answer these questions:

Describe the consumer segment targeted by GM. Create a consumer segment description that encompasses traits from both demographics and either psychographic or behavioral dimensions (or traits of all three segmentation dimensions).

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Describe* the positioning “point of difference” that GM could use to position Cruise in the eyes of the consumer segment you described. (For example, Volvo is positioned as the safest cars.) How will GM position Cruise so that it is differentiated from competitors such as Lyft, Uber or taxi cabs.

If Cruise offers safe rides, do you think the target segment you described will embrace the new service?

Market Positioning for Chevy Cruise Organization Discussion

RUBRIC

Excellent Quality

95-100%

Introduction

45-41 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Literature Support

91-84 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Methodology

58-53 points

With titles for each slide as well as bulleted sections to group relevant information as required, the content is well-organized. Excellent use of typeface, color, images, effects, and so on to improve readability and presenting content. The minimum length criterion of 10 slides/pages is reached.

Average Score

50-85%

40-38 points

More depth/information is required for the context and importance, otherwise the study detail will be unclear. There is no search history information supplied.

83-76 points

There is a review of important theoretical literature, however there is limited integration of research into problem-related ideas. The review is just partly focused and arranged. There is research that both supports and opposes. A summary of the material given is provided. The conclusion may or may not include a biblical integration.

52-49 points

The content is somewhat ordered, but there is no discernible organization. The use of typeface, color, graphics, effects, and so on may sometimes distract from the presenting substance. It is possible that the length criteria will not be reached.

Poor Quality

0-45%

37-1 points

The context and/or importance are lacking. There is no search history information supplied.

75-1 points

There has been an examination of relevant theoretical literature, but still no research concerning problem-related concepts has been synthesized. The review is just somewhat focused and organized. The provided overview of content does not include any supporting or opposing research. The conclusion has no scriptural references.

48-1 points

There is no logical or apparent organizational structure. There is no discernible logical sequence. The use of typeface, color, graphics, effects, and so on often detracts from the presenting substance. It is possible that the length criteria will not be reached.