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What are the Target Markets of the Jeep Wrangler in Australia – use STP theory to...

What are the Target Markets of the Jeep Wrangler in Australia – use STP theory to discuss the segmentation variables used, and what is the segments size, its growth and attractiveness; marketing & positioning strategy used by the company, etc.

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Answer #1

The Target Market of the Jeep Wrangler in Australia are the adventurous people who love going on for long holiday trips.

Segmentation

Jeep Wrangler has segmented the market into two segments basically - people who are adventure loving and go for long holiday trips and the other segment of comfort loving people who want sophisticated journey.

The company has positioned its products towards adventure loving people and all the features of the car, rugged style interior, Open Air Freedom which exposes the passenger to more sun and wind, ample of storage space and easy navigation system in the vehicle offers and makes it appropriate for ruf and tuf people.

People in Australia are highly adventurous and prefer going for long holiday trips. They are highly rugged and thus Jeep offers a very attractive option for the people in Australia. Thus the market is quite attractive for Jeep Wrangler in Australia.

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