Segmentation

Order DescriptionThe Task

Write an essay of 2000 words to answer the following questions: –
a) Define market segmentation. Why do companies segment markets? What are the benefits for companies and consumers in segmenting markets? (10%)

b) Explain what types of variables are used to define segments and give examples of some segments and how these have been defined. Explain what features make an attractive segment. (15%)

c) Focusing on the UK hotel market, identify and describe some important segments and sub-segments of this market. (20%)

d) Select two companies that serve this market;

a. one that targets many different segments and
b. one that only targets just one or a few segments.

Describe the segments targeted. How does each company differentiate its market offering and image and create value for these target customers? Critically analyse (40%)

For the two examples, discuss whether each company has done a good job of establishing this differentiation in the minds of its targeted consumers. (10%)
Order Description
The Task

Write an essay of 2000 words to answer the following questions: –
a) Define market segmentation. Why do companies segment markets? What are the benefits for companies and consumers in segmenting markets? (10%)

b) Explain what types of variables are used to define segments and give examples of some segments and how these have been defined. Explain what features make an attractive segment. (15%)

c) Focusing on the UK hotel market, identify and describe some important segments and sub-segments of this market. (20%)

d) Select two companies that serve this market;

a. one that targets many different segments and
b. one that only targets just one or a few segments.

Describe the segments targeted. How does each company differentiate its market offering and image and create value for these target customers? Critically analyse (40%)

For the two examples, discuss whether each company has done a good job of establishing this differentiation in the minds of its targeted consumers. (10%)

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