Sauber, Inc. is a German consumer electronics company that manufactures large appliances for the home including washing machines, dryers, dishwashers, ovens, and stoves. It currently serves the European market with its sleekly designed, high-efficiency appliances. Sauber is currently exploring opportunities for an expansion to the United States. You have been hired as the Marketing Manager responsible for the U. S. market expansion. Your boss, the VP of Marketing, informs you that the product Sauber will first introduce to the U. S. market is its All-in-One washer-dryer combination appliance, which is its top seller in the European market. Currently, Sauber has 47% of the European washer-dryer market, which is 12% more than its closest competitor. Required:
a. List and discuss the major bases for segmenting consumer and business markets.
b. Explain how companies identify attractive market segments and choose a market-targeting strategy.