Question 2(Total: 25 marks)

You work for an independent marketing firm and McLaren has asked you to make a buyer persona for one of their cars for the NSW market. They plan to launch a campaign later in the year, but prior to any successful marketing attempt, they must understand their target market.

The 2020 McLaren 720S Spider is a convertible supercar with a price tag upwards of $550,000. A review can be found here:

https://www.drive.com.au/reviews/2020-mclaren-720s-spider-review/

1.Define and describe the four relevant market segments for this car based on market evidence. (5 marks)

2.Explain which type of market targeting would McLaren use for this car and why? (Mass Marketing, Niche marketing etc) (5 marks)

Based on your research from the two questions above, design and describe a buyer persona for the car (you can use PowerPoint, Canva or HubSpot to create). Paste the screenshot of the buyer person in the document with your other responses.(15 marks)