Nobody downloaded yet

Segmentation, targeting, and positioning of hotels - Assignment Example

Comments (0) Cite this document
Any company or organization which caters to a specific customer base needs to identify the population they are targeting as potential consumers and the needs of the customer, on the basis of which it develops its product line and, turnover. When the identified consumers are…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.7% of users find it useful
Segmentation, targeting, and positioning of hotels
Read TextPreview

Extract of sample "Segmentation, targeting, and positioning of hotels"

Download file to see previous pages Market segmentation therefore relies on the principle that individual customers have need for a variety of products or services (OUP). Any market segmentation endeavour initially needs the identification and selection of the most suitable variables on the basis of which the potential customers are grouped. The identified variables form the platform for the segmentation basis. Whether the market is targeted at consumers or if it is a business to business organization decides the selection of the appropriate variables which however cannot be consistent and be decided in a single stroke on the basis of an identified factor. Appropriate market segmentation therefore requires research and analysis by considering a range of data from different sources (OUP).
After a proper market segmentation has been achieved, the next step is the targeting the identified market segment with the product line which the consumers need. Targeting is the focussing of attention on identified segments, directing resources in that direction and taking business decisions accordingly. There has to be an optimum relationship between the resources/capabilities against the attractiveness of an identified segment on the basis of which targeting strategy can either be differentiated, undifferentiated or concentrated (OUP). Targeting is therefore the selection of one or more of the marketing segments which the company intends and decides to enter. After the targeting strategy has been developed, the next step is the positioning of the product by creating marketing offers that serve the targeted customer in the best possible manner. This is achieved by establishing, highlighting and communicating the key factors and the distinctive advantages of a company’s product in relation to the competition.
The hotel industry is one of the largest hospitality industries in the world which has thrived due to the large scale movement of ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Segmentation, targeting, and positioning of hotels Assignment”, n.d.)
Retrieved from
(Segmentation, Targeting, and Positioning of Hotels Assignment)
“Segmentation, Targeting, and Positioning of Hotels Assignment”, n.d.
  • Cited: 1 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Segmentation, targeting, and positioning of hotels

Boutique Hotels

...? Dissertation- literature review (Do s percept boutique hotels as a unique product. How is the perspective of the boutique hotels Table of Contents Dissertation- literature review (Do customer’s percept boutique hotels as a unique product. How is the perspective of the boutique hotels?) 1 Table of Contents 2 Introduction 3 Research Objectives (can put my aim and objective) 4 Literature Review 5 Market Overview of Boutique Hotels 5 Segmentation 7 The next section would focus on the aspects of targeting the market segments. This is important considering the fact that organizations do not have sufficient...
15 Pages(3750 words)Literature review

Segmentation, Targeting and Positioning(fom)

...which can be spent on CSR activities and other activations that are beneficial for the entire society. The marketing strategies are devised once a company decides which segment it is going to target, hence first step of the ladder is segmentation and second is targeting and being part of the same ladder they are equally beneficial for the society as whole. Many companies like P&G, Unilever, Reckitt and Nestle have been success stories of the fact that marketing segmentation, division and targeting is not only important for the society, but it is also very important for the company. Since company is operating in the society, the profits...
1 Pages(250 words)Dissertation

Segmentation, Targeting, Positioning

...? UNDERSTANDING THE CONCEPTS AND PROCESS OF MARKETING AND EXPLORING THE CONCEPTS OF SEGMENTATION, TARGETING AND POSITIONING ’s name: Course code: Instructor’s name: Date of Submission: Introduction Cornflower Blue is a company that specializes in the production and distribution of products such as body care products that are herbal oriented, herbal remedies, aromatherapy products and culinary products that constitutes of honey, tea and chutney. The company needs to apply various marketing strategies in order to remain competitive in the market. In any business, marketing is a significant component in the contribution of an organization success. Distribution and production of a company’s...
6 Pages(1500 words)Assignment

Segmentation, Targeting & Positioning

...?Segmentation, Targeting & Positioning Table of Contents Table of Contents 2 Positioning Strategy 3 Perceptual Map 5 References 7 Positioning Strategy Positioning is a key tool for any organization for establishing an effective marketing plan. It pervades the vital process of marketing mix and enables a company to gain a greater competitive advantage along with a large market share. Therefore, it needs to be given optimum priority while planning for the marketing strategies. Furthermore, positioning is an art and a science that provide key to win the customers’ loyalty and retain their confidence. Usually, products are positioned based on the needs and the wants they often fulfill, or on the benefits they provide to the respective... ...
3 Pages(750 words)Assignment

Segmentation,targeting & positioning

...Segmentation, Targeting & Positioning Index I. Introduction II. Marketing Strategy II.i. Segmentation II.ii. Targeting II.iii. Positioning II.iii.a. Marketing Mix II.iv. Competitors Analysis III. Summary IV. References V. Introduction The paper is about segmentation targeting and positioning strategies of consumer goods and evaluation of its effectiveness. The consumer goods we have taken here are sports products and the companies are Adidas and Nike. We all know the rivalry between these two sport giants. Nike has gained much attraction among the marketing expert after its ambush...
8 Pages(2000 words)Essay

Segmentation, Targeting & Positioning

...Here Here Here Here Here Markets will be defined by behavioral segmentation because the purchaseof artwork relies on a very specific need. The criteria analyzed for choosing market segments includes who buys the images produced by the artist, what they need, and how often they purchase the artwork. The largest buyers of imagery, such as advertising firms and businesses, make up a significant portion of the market, while smaller purchasers, usually in a non-commercial context —such as art collectors or bloggers who require image content— make up a slightly smaller percentage of the available market. Other criteria that will be considered is the frequency and sustainability of each market: while the need...
3 Pages(750 words)Case Study

Segmentation targeting positioning (STP)

...Segmentation Targeting Positioning Task Introduction Segmentation is an approach whereby s’ needs are prioritized and deemed essential. It is a countermeasure of strong competition from other companies and the ever-varying trends of demand in the market. Market Segmentation is the initiative of dividing a product or services into various categories to survive in the competitive market and meet the needs of every purchaser. Proper segmentation is realized where customers with a common need are placed together and the demand strategy should differ from the needs of the other customers, (Capon, 2009). Targeting Market A...
1 Pages(250 words)Essay

Segmentation targeting positioning (stp)

...Segmentation Targeting Positioning Before going to discuss an article regarding importance of segmentation, targeting, and positioning to service, let us get a better understanding of what these concepts actually are. Market segmentation is a process in which marketers divide the total product or service market into sub-markets, which are reached by the marketers using distinctive marketing mix. Tatum (n.d.) states, “Market segmentation is a strategy that involves dividing a larger market into subsets of consumers who have common needs”. Targeting is another concept, which is related to identification of the market segments that are likely to purchase or use the product or service of a company. If we talk about positioning... , it is the...
1 Pages(250 words)Essay

Segmentation, Targeting, and Positioning

... SEGMENTATION, TARGETING, AND POSITIONING Segmentation, Targeting, and Positioning Introduction In any competitive market, segmentation, targeting and positioning are important phenomena of marketing that ensure that marketers are able to gain competitive advantage over their rivals. Such competitive advantage comes because marketers are able to discover the right group of people whose needs are met by the products or services to be introduced and by so doing focusing the products or services in a way that directly addresses the needs of the segment. Another instance where segmentation, targeting and position are very important is when there is the need to introduce a new product such as the robotic lawn mower. For this product... , the...
2 Pages(500 words)Essay

Segmentation, Targeting and Positioning

...and behavioral segmentation. Effective segments are identifiable, measurable, accessible, sizable and actionable. Targeting The next step entails selecting customers whose needs can be served by the marketer in the best possible manner. The segment so chosen is the target market. The worth of each segment in terms of sales potential and profit potential is gauged while selecting the target market. It is a good idea to select a segment that is underserved by the existing brands. In the ultimate analysis, the target market should make the best fit with the company’s capabilities and...
3 Pages(750 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Assignment on topic Segmentation, targeting, and positioning of hotels for FREE!

Contact Us