Market Segmentation Analysis - Essay Example

A priori, usage, attitudinal and cluster, and need-based segmentation can be conducted (Boyd & Timothy 2006). Priori is where the market is split based on the pre-existing demographic features whereby it is achieved through advertising and media. Usage segmentation is achieved through two is by splitting customers depending on their weight use and second depending on time and place (Constantinides 2006).  Attitudinal is based on customers' attitude towards a product or service and as conducted through agree-disagree ratings on a scale while needed research is based on functional performance of the business.

Premier Inn uses demographic segmentation to promote and sell its services. This is because this method is far much better compared to the others.  Demographic segmentation caters to all ages when it comes to service delivery. Additionally, this method caters to its target market income, ethnic background as well as family lifecycle (Graham 2006). Therefore, this is the best segmentation method this company can use since it has opened branches in different regions with different ethnicities, genders, age groups, and where family lifecycles differ. The best method that Premier can use for product positioning is a specific demographic method (Hassan & Craft 2012). This is because every branch caters to a different group of customers in that population and that the branches are not directed towards a specific or one population.

Several trends have emerged that Premier Inn has to keep up with. They include tech tech-save stainability, ranking, and customer service. The ranking should be among the company’s top priorities. This is because the majority of guests love to spend at the best-ranked hotels (Lancaster & Reynolds 2005). Customer priority should be in the minds of the company’s management since it’s the customer that makes them operate. Without the customer, the company would not be known to others. The third trend is sustainability whereby the company should ensure that its operations are environmentally friendly or eco-friendly. This is because, in the current era, everything is subject to going green. The last one is tech-savvy whereby the hotel should ensure that it has fitted its room with Wi-Fi as a free amenity. This is because the majority of the guests will need to communicate online and without this service, it might end up losing its customers to its competitors (Hassan & Craft 2005).  Finally, I would recommend that the hotel management team ensure that all four trends are catered for to ensure the smooth running of the business.