Daimler/Bmw

Running Head: Daimler/BMW – A New Breed of Driver

Daimler/BMW – A New Breed of Driver

Louis Rodriguez

Jones International University

Prof. Sheldon Wayman

Daimler/BMW – A New Breed of Driver

Discuss environmental factors related to population that are changing the way certain people approach car buying and are thus creating new market segments.

It starts with car ownership in many of the largest cities throughout the world has recently been flat or in decline, as major urban cities like Tokyo, New York, and London expected to see declines of car owners per capita over the next 15 years. (Case Study Chapter 4 CourseMate) Reasons just like Tokyo, New York, and London overcrowding is an issue in many cities mentioned and therefore population of new buyers expect businesses such as car rental and car sellers to address environmental influence on new products and services such as stated in societal marketing. Also this population of new buyers is searching for products based on needs; these buyers are of different segment of the market. For example automakers’ car-sharing programs seem to be catching on, so these automakers cater to those between ages of 18 and 36 as stated in CourseMate chapter 4. They do market research or pilot programs again, as stated in our readings to find a type of vehicle those appeals to a population of buyers.

Describe the values held by this emerging group of drivers that incline them toward car-sharing programs.

Drivers who use the car sharing are attracted to the program because of it is affordability and as stated in CourseMate Chapter 4 Car-sharing services cater to this demographic particularly well, as they provide the practical aspects of car use without the financial burdens of ownership. They also provide flexibility to customer based on his or her needs at a time. Examples are the convenience it provides...