Market research at Park Place Lexus (PPL), a US luxury car dealership and winner of the 2005 Malcolm Baldrige National Quality Award (Small Business Sector), was focussed on client lifestyle choices and requirements. PPL identified client profiles and key client requirement for its New Car Sales, Pre-Owned Sales and Service and Parts segments. Clients were…

BPIR Categories

4.1.1 Identify market segments & target customers

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