Competitive Markets and Marketing Strategies Essay

Competitive Markets and Marketing Strategies - Essay Example This positioning strategy helps the customers to have product within their minds. To address the target market Scion creates customers' trust to make them willingly follow the company. The goal of the company "is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level" (Breaking, Fully Integrated Scion, 2005). Another peculiarity of Scion is that the product design is its own form of positioning. Scion design identifies the brand and a model as a symbol of a youth hippie culture (). This method is an effective strategy for communicating with the audience who consider themselves members of a particular group, "generation Y". Finding that today's youth are different, the new product is designed for those young people who love speed and luxury. Even "if they can't afford luxury, they'll take luxury touches" (Woodyard, n.d.). The car combines the features of "tasteful design and exemplary fit make tC almost seem Lexus-like" (Healey, 2004). Positioning based on design represents an act of personal pleasure, reflect the owner's actual or ideal image. For instance, xA has "the 1.5-liter, four cylinder engine is rated at 108 hp @ 6,000 rpm and 105 lb-ft of torque @ 4,200 rpm.