Question

Using the full spectrum of segmentation variables, describe how Bentley segments and targets the international luxury car market.​

Answer 1

The full spectrum of segmentation variables is emotion association, lifestyle, education, etc.

Explanation:

• Bentley targeted high-income groups who intended to buy into the history and symbolism of their brand.  

• It also pursued groups in the budding economies who were typically older or retired men, highly educated, and lofty earners.  

• In contrast, Bentley’s target customers in emerging markets are often the less educated, young, entrepreneurs who share several of the significant commonalities.  

• They have a resilient inclination towards Western-branded luxury goods. Distinguishing the variances and the chance to be had from separating its targeting efforts.  

• It also targets the traditional market with its unique value proposition of performance, luxury, and exclusivity.