GMCs Hummer Vehicle Essay Example | Topics and Well Written Essays - 1000 words

GMCs Hummer Vehicle - Essay Example The realist considers Hummer for its practical purposes, and will therefore make use of the vehicle's off-road prowess. The discerner is a connoisseur for the finer things in life, who appreciates Hummer's status, but is unlikely to go off-roading. The conqueror is a successful person who wants people to know it, who appreciates Hummer for its exclusivity and attention grabbing looks. The fourth type of buyer is the adventurer, who wants to take the Hummer off-road. (Amazing Cars - Magazine) By analyzing the percentage of the population that has these qualities, Hummer's U.S. target market segment is males between the ages of 25 and 64 who earn over $100,000 per year. ANALYSIS Demographic Information: "Hummer's target market segment cannot be very large because of the high price of the vehicle, which can be in excess of $90,000. Hummer must gear its marketing strategies towards this small group of individuals."1 Hummer's market segment consists of males between the ages of 25 and 44 who earn over $100,000 a year. This demographic group consists of Generation X'ers and some of the Baby Boom generation. These males are looking for specific vehicles that are geared towards luxury and status. According to 1999 census data , in the approximation of 40,698,000 males between the ages of 25 and 44, only 2,011,000 of them earn enough money to purchase a Hummer. This would give Hummer a market base of over 2 million consumers. This market segment is growing because of the change in this base from 2005 to 2006. The number of males within this age group who earned over $100,000 was 1,730,000 in 2004. That reveals a growth rate of 16% in one year. Also, you can infer that the number of people in general who can afford a Hummer is increasing due to the low unemployment rate, and the steadily growing U.S. economy. 1 ANALYSIS Demographic Information Hummer's sales would continue to grow due to the increase of its market segment coupled with the fact that the company is preparing to release new models that may cater to a whole other marketing segment. Cultural Trends, Attitudes, Values of Target Market The outlook on the buying attitudes of Hummer's target market remains robust in the future. The demand for luxury items has been steadily growing for the past couple of years. With the existence of a bull market, and a steady increase in national prosperity, today's high-income individuals have a healthy demand for luxurious goods and services. The SUV market in general has been steadily increasing over the past five years. According to American Demographics , forecasters estimate that 49% of the new vehicle market will be that of light trucks in 2005, and light truck sales will be greater than that of car sales in 2005. Today's consumers stress safety over other attributes when buying vehicles, which show the increase in demand for SUV's, which are proven to be safer than most cars in crashes. Also, American Demographics' study revealed that empty nest baby boomers are not moving towards sedans, but towards SUV's. Another value of today's consumers is in styling. Today's SUV's have been appealing to consumers because of their current styling blend of ruggedness and beauty. The image factor is also big in analyzing consumer trends. Consumers have a liking for

Organizational culture Essay Example | Topics and Well Written Essays - 3000 words

Organizational culture - Essay Example It also focuses on ways of implementing the concept of organisational culture in its operations so as to ensure optimal performance of the organisation. Recommendations will also be given at the end so as to suggest the best possible ways that can be implemented to ensure that there is compliance between the organisational culture and its stated goals. MSD is a multinational pharmaceutical company with headquarters in USA but it operates in more than 100 countries across the globe. Particular attention is given to MSD in the Arabian Gulf region where I am currently working in the sales field. The company has more than 150  000 employees around the globe and it operates in different areas with people from different cultural backgrounds. In my own country, there are more than 300 employees and of interest is that the organisation has more than 80 years in business now. However, as going to be outlined, the organisational culture needs to be constantly refined in order to meet the changing demands of the environment. There is also need for flexibility where the workers need to be developed and trained to play a part in decision making in areas that affect them and their work. According to Brown (1998), research suggests that strong, adaptable cultures which value stakeholders and leadership, and which have a strong sense of mission are likely to be associated with high performance over a long period of time. Basically, organisational culture is a system that tries to make a distinction between one organisation from the other and there are various definitions of organisational culture that have been developed over the years. â€Å"Organisational culture refers to a system of shared assumptions held by members which distinguishes one organisation from the other,† (Werner 2003: 25). In the case of MSD, it can be noted that there are no espoused values that are clearly stated by the