Ch. 8 - Segmenting and Targeting Markets

Tesla motors cannot engage in traditional segmenting because the Model S is a revolutionary vehicle.  this car is targeted at mainly men with a successful career, a high education level and who is conscious about the environment.

There are different types of segmenting that Tesla can use like.
 
Geographic segmenting: Tesla can market to people in places with high gas prices and environmental friendly policies. This way people have a choice to switch to a car that uses electricity only to power the vehicle and if they are already Eco friendly oriented they are more likely to make the switch to the alternative.

Demographic segmenting: Tesla will market the Model S to those who can afford it. males that are in their late thirties, and have high income.

Psychographic segmentation: Tesla can contact people and ask the questions according to their lifestyle like, are they satisfied with their current car and if they are looking for an alternative car? In doing this they will be informed of the Model S capabilities.

"According to GE Reports*, the (potential) buyers of electric cars can be divided into three main categories. The categories are based on the type of motives of people to buy an electric car. The three segments are (1) environmental conscious people who support sustainability, (2) technology and car driven people who are interested in cutting edge innovation and (3) frugal travellers whose main goal is to (permanently) reduce their travel costs. Based on the characteristics of the target group described above, buyers of the Tesla Model S could be mainly divided into the environmental conscious (1) and the technology and car driven (2) segments"