1. What is the overall target market strategy (concentrated, differentiated, undifferentiated or micromarketing) that you feel Toyota used here - and why do you think they used that strategy?
2. What segmentation methods mentioned in STEP 2 of the segmentation, targeting and positioning process described in the text (demographics (age, income, gender, marital status, generational cohorts, children in the home, etc.), geographics, psychographics, etc.) did Toyota use?
3. Based on what you saw in the video, develop a target market profile, or in other words, a description of Toyota's target market for the Sienna Mini-Van. You will want to describe the target like it is someone that you know. I want a well-defined description of the target market using the segmentation methods you listed in part 2. Include things like the specific demographics, geographics, etc.
4. Why do you think Toyota found this target market attractive? After looking at the 5 descriptive criteria mentioned in STEP 3 of the segmentation, targeting and positioning process described in the text, choose the one descriptive criteria you think Toyota found the most important and explain why. Please be sure to tie back to the textbook section on evaluating attractiveness including the various components.
5. What positioning strategy did Toyota use? In other words, how did Toyota position the Sienna Mini-Van versus its competitors... and why do you think they did this? Check out STEP 5 of the segmentation, targeting and positioning process described in the text for more and even consider creating a perceptual map.