Market Segments and Targeting Positioning Marketing Essay
Customer segments and positioning of Marriott amenities and services. Marriott International Inc. Report contains the above analysis of Marriott segmentation, targeting and positioning and Marriott marketing strategy in general. The report illustrates the application of key analytical strategic frameworks in business studies, such as: Segmentation involves dividing the population into groups based on certain characteristics, while targeting involves choosing specific groups identified as a result of segmentation to target products to sell. Positioning refers to the selection of the marketing mix that is most suitable for the target customer segment. British Airways follows multi-segment. This chapter examines market segmentation and how tourism and hospitality marketers can position their offerings to gain a competitive advantage in the market. It starts with an explanation of market segmentation, which is essential for designing and implementing a marketing mix. It examines how tourism and hospitality, according to Kotler, the segmentation, targeting and positioning formula is an essence of strategic marketing. Kotler, 1994, p.93. In combination, STP involves a three-stage marketing strategy to determine the existing customers, target the focus groups and intelligently choose between the appropriate strategies to move forward with the market. Porsche. Another striking example of the link between STP and success is found at Porsche, a car brand active in the luxury market. The segmentation strategy adopted by the brand used a combination of psychographic and demographic variables to study the market and determine target audience segments. Starbucks segmentation variables. Marketers use market segmentation to divide a target audience into groups with similar characteristics or needs. They use geographic, behavioral, psychotropic, and demographic variables to organize markets into segments (Kotler & Armstrong, 2014). The geographic segment includes,