The target market includes the working class and those amongst the younger generation who can afford to buy the product. In the case of China, in the recent decade this region has witnessed growth exponentially especially in the cities and hence, in order to ensure that the company is able to generate substantial profits, it would have to target the city clientele initially as it makes up most of the consumer demand. Hence, in order to ensure that it is able to target this clientele Continental Tires would have to come up with innovative ways of targeting the younger generation while at the same time highlighting its quality features to the business class which are more interested in the “value-added” aspect. (Abell)
Sustainable Competitive Advantage
The sustainable competitive advantage would be the fact that not only does this company produce products which are environmentally safe but the sort of attention which is paid to safety and research and development have allowed it to create a niche for itself in this market.
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