Rolls-Royce targets a very exclusive high-income market. Toyota, on the other hand, targets economy markets (Yaris), the environmentally-conscious market (Prius), and the higher-income market (Lexus). Rolls-Royce has adopted a ___________ targeting strategy. Toyota has adopted a ______________ targeting strategy.

Question

Quizplus · Accepted Answer

Rolls-Royce uses a concentrated targeting strategy because it focuses on a very specific, exclusive high-income market. Toyota uses a differentiated targeting strategy because it targets multiple segments with different products (Yaris for economy markets, Prius for environmentally-conscious markets, and Lexus for higher-income markets).

Rolls-Royce Targets a Very Exclusive High-Income Market