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Wordcount: 1920
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Case Analysis - Frigidaire Positioning Statement
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MARKET SEGMENTATION AND TARGETS
According to the historical market research data, the primary target market for a front-loading washing machine, in summary, is defined as more affluent, professional or retired couples or families, between the ages of 25 and 65, who reside in urban or more affluent suburban communities. Their motivations for purchase are for superior cleaning performance, space savings and “green” environmental concerns or energy efficiency. They are either of a white or Asian ethnic background and tend to be more conservative, less trendy, in their purchase decisions.
There were several geographic regions that indicated a preference and awareness of environmental issues and impacts as part of their decision making crit
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