Objective
Part I – Segmentation (20 marks)
• The Canadian passenger car category can be segmented in a number of ways. Choose a car company, for example Nissan, and identify 4 segments your car manufacturer has decided to serve, based on the needs/ lifestyles of different groups of people. Focus your analysis on the passenger car market, not heavy trucks, buses/coaches. Stick to the Canadian market.
• Using the Nissan example below as a guide, complete the chart for your chosen company. (Note: do not use the minivan segment.)
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