Market Segmentation and Positioning - Essay Example

Task Introduction Marketers ought to recognize a suitable market for their merchandise, which can be referred to as a target market. The target market is supposed to offer the populace that purchases the presented commodities, therefore, providing a market for these commodities. Therefore, market targeting serves as the first element in the creation of a suitable marketing strategy. Market segmentation serves an imperative part in the success of a marketing strategy. Marketers have to create homogenous segments in the intended market that bear customers with similar needs and perceptions (Wang 6, 2009).

Segmentation helps in the development of a sound, competitive advantage. Therefore, a better market positioning strategy can be developed through proper market segmentation. Market positioning involves the building of a long-term impact on the minds of the consumers through the differentiation of its commodities from the rest. Market positioning utilizes physical attributes and promotion to build a clear distinction between a company’s product from the rest (Wang 38, 2009). Recommendations Stirling Hotel ought to concentrate on the strengths and opportunities instead of concentrating on drawbacks and threats that may bring the business down.

Therefore, the hotel’s weaknesses and threats become paramount in the establishments. The hotel is better achieved by looking at the threats and flaws than utilizing the strengths and opportunities. Converting threats and opportunities into strong points can serve as the competitive advantage of the hotel since several hotels can also be established on the same strengths and opportunities. The hotel management ought to create outstanding features or characteristics that are more attractive than other hotels.

Therefore, the management will be required to employ innovativeness in the generation of marketing strategies and competitive advantage. The management should also develop suitable promotion strategies through the utilization of promotional mixes or plans.aines_ch06.pdf>