Segmentation Approaches for the Rivian Product

Apply your knowledge of key marketing theoretical frameworks to the actual business situation of the Rivian company.

Identify which segmentation approaches (geographic, psychographic, demographic, or behavioral) Rivian should use to identify the target audience for its R1S vehicle. Using segmentation approaches, develop a customer profile for Rivian’s R1S vehicle. With regard to the levels of segmentation, what recommendation(s) would you make to Rivian going forward? The levels of segmentation include full market coverage, single-segment specialization, multiple-segment specialization, and individual marketing. Identify and explain in detail the product life cycle stage for electric vehicles. Use research/data to support or justify your answer.