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Market Attractiveness

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Submitted By bdog22
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Market Attractiveness/Business Positioning/SWOT

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September 23, 2013

Market Attractiveness

Families
Families (segment). This is the largest segment in units per thousand (1.6 million). 4% increase from last term. Its market share is 39.4%. Due to such a large market there is opportunity to focus towards them due to the increase from last term and our products are tailored towards families. Alfa is 7.4% of unit share. Potential hot points are safety and quality and that is what are products are tailored too.

Value Seekers
Value Seekers (segment).This is the third largest segment in units per thousand (792 thousand). Market share of 24.7%. Alec has 41% of unit share in economy class. There is only one other competitor. Potential hot points with safety and quality as well. Due to our Alec having high unit share and only one competitor we should focus on attracting value seekers by increasing our hot points.

Economy
It’s 63.5% of market share in our firm and due to this it is important for us to focus on this class. Alec is leader with 41% of market share in economy class. Unit sales were 914 and unit share is 13.6%. Showing substantial growth in economy class with the Alec.

Business Position
Firm A
• Sales leader at $20.5 billion
• Overall gross margin of 28.6%
• 14.9% market share
• Inventory for 99,000 units, largest of any firm
• Alec with 13.6% of overall car sales

Firm C
• 15.8% of the overall market share
• Overall sales of $13.7 billion, second lowest in world
• Gross income is 35%
• 95% of capacity in manufacturing
• Market growth in Family/Luxury
• Increase in manufacturing should be done due to second smallest production Firm
• Opportunity to lower COGS
Firm D
• $19.3 billion in sales
• 22.4% market share
• Manufacturing at 94%
• 94,000 units in inventory
• Targeting towards Value

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