The Hummer
Table of Contents
Introduction
Market segmentation
AIM General and Segmentation Issues
Decision and Opinion
This case present the current military machine position of the Hummer jeep originally designed for the military and the sore civilian vehicle H2 Hummer. Trying to find some marketing strategies to help the new hummer H2 to raise its sales and front the competition in the market from so many polar SUVs companies. Some recommendations are given by the end of the study.
Hummer is a jeep-type vehicle, designed with specific characteristics to meet the needs of the US military. The spec of the hummer H1 does not exist in any of the commercialised SUVs. the hummer is produced by the AM General which its predecessor companies incur been leaders in the design and manufacture of light and medium duty trucks, since the company entered the civilian market AM gift all the marketing and distribution responsibilities to the GM. The company has been bought and sold and renamed numerous times over the history.
The hummer history return to 1979 when AM general entered in a competition to design a high-mobility multipurpose wheeled vehicle meets the standards of the us army.
The hummer has a unique design features, independent suspension for all quartette wheels, designed by a way with a healthful distributed weight to keep the center of gravity low to maintain the truck from tipping over, be able to climb 60 full stop grade without bogging down as well as brood a 40 degree side slope with stability while carrying 2-ton payload. The production of the hummer began in 1983 and since then the AM general has sold 110,000 hummer. So the development of the hummer was a collaboration between one type of customer the military and the AM General. The AM General entered the Civilian vehicle...
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