BMW had to direct marketting efforts towars late adopter and Laggards seeing that they do not have market share in the early adopter.
Late and Laggards Adopter
The two categories of adopters that falls into the target market for BMW suvs are the Late adopters who are initially indifferent about an inovation, they only adopter when it become convinient financially.
The second category is the laggerds, characterised as obsolete minded people who only buy into an idea when it is almost at the extinction phase.
Also, find attach an image of the type of Adopters
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