At the same time, we recognize customers may have different service needs around our products, so we have different teams and in some cases different service offerings for different customers. The products we offer are fairly horizontal in their applicability and can be as valuable for a startup as they can be for a department in a large company or a central IT department. The company has been pursuing both ends of the market for quite some time. Rackspace serves these customers across small businesses all the way to large enterprises. Rackspace serves a target market of companies that value service: customers who value Fanatical Support, those who are willing to pay a bit more for a trusted partner that cares about customers, who offers better SLAs, embraces openess and offers managed services that complement customer's skills.Īs an analogy, BMW does not cater only to individuals: they sell cars to larger families (X5) or individuals (M3 maybe) as long as they are willing to pay a bit more for a car that is fun to drive. To answer your main question: There are more ways to segment a target market than company size. Increasingly, however gradually, with more automotive platforms being developed in India, our global ambitions will be reflected in both the quality as well as the naming! And Mahindra is becoming visible abroad, even though Indian YouTube consumers are a bit shocked sometimes!Īt the other end of the spectrum, look at something like Ather, and right from its inception it is a world class product, refined to a high degree, and is not cheap. The “Sumo” and “Scorpio” kind of names emanate from that vein of thought. The company names are very Japanese, but “Accord”, “Civic”, “City” etc., are all straightforward identities for each member of the livery and they are the same all over the world.Īs for Indian cars, we want to at least appear like producing something for the world to consume. The Japanese have a long history of not exactly giving Japanese names to their cars as well. So, ideally, when we go about naming a vehicle, we try to imbue some of its character in it, and stay neutral for the whole world. The same vehicle though does not carry this name elsewhere. Iconic, much loved and easily identified as a go anywhere vehicle.
Could have been called “Jambavan” for fulfilling so many roles from school van to ambulance, but “Omni” was a good enough branding decision, as it was of Suzuki legacy and was India’s coming out with anything similar to something consumed elsewhere in the world. Then the Omni also became a huge success. The Maruti 800 was the first reliable little Indian car for everyone - purportedly.
Indian cars, for Indian roads, and so on! The nativity aims for volume sales to a common Indian person. But clearly, those were not made for the rest of the world. India did have a successful run with Premier Padmini and Bajaj Chetak. Naturally, we will see less of “Sanjay” and “Shobha”! India has never had global ambitions with its automobiles, until relatively recently. All the above come with some pride of ownership because of their global reputations. However, Porsche, Ferrari, Lamborghini etc. Just letters and numbers will do for them. If you notice, the truly high end cars, like BMW, Mercedes, Jaguar, Volvo, Audi, etc., see no reason to name each model. It’s all branding, positioning and identity - for the target market to connect with. Why aren’t cars sold in India called Sanjay and Shobha, when Hector and Laura are accepted without question? Competitors offering same level features at a lesser priceīelow are the 3 main competitors of BMW X6 : Augmenting the distribution and service network in various countriesġ.Possibility of rejection from customers who seek traditional SUVsĢ. Becoming a choice for mid or compact SUV lovers.Ģ.Handling cost owing to being a luxury brand, and also has limited market share due to competitionĢ.High possibility to develop X6 as a cult brand due to a new market domainģ. The X6 coupe is a brave decision by BMW combining two different types together… The Coupe combined with the power of an SUV, sounds surprizing but some companies have been doing it like Audi, Jaguar etc.Ģ.High efficiency engine delivering powerful and refined power in the segment.ģ.Equipped with world class safety features like adaptive headlights providing better visibility, cameras etc.Ĥ. Lets try to do a SWOT analysis for the BMW X6 Coupe. What is the target market for coupe SUVs like the BMW X6?
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