Estrategia

Second Assignment

At this point the groups need to decide which is going to be the market of the product and the personality of the product providing definitive data on the consumer for theproduct/service including all demographic and other pertinent information obtained and developing specific market segmentation and targeting strategy.

Identifying suitable market segments and selectingtargets are critical to the success of any marketing plan. Look at the market information, buyer behavior data, and competitive details you previously gathered and answer the following questions.* Which variables should your company use to segment its consumer and business markets?
* Geographic (ask-too many states) bases for segmentations?
* San Francisco
*Dallas
* Atlanta
* Boston
* New York
* Philadelphia
* Chicago
* Washington
* Demographics
* Social class- middle/upperclass
* Families
* Parents (vacation)
* University- Study Abroad offices
* Budget airlines (popular- they already offer options of renting a hostel, car,etc. so…easy addition)
* Easy jet
* Kayak
* Orbits
* Hotels/hostels
* Psycho-graphic
* Lifestyle – rate of travel in thepast.
* How can your company evaluate the attractiveness of each identified segment? Should your company market to one consumer segment or target more than one? Why?
* How can your companyevaluate the attractiveness of each identified segment?
* Size of segment
* Competition in segment
* Expected profit margin in segment
* Rate of travel* Should your company market to one consumer segment or target more than one?
* We should target more than on segment – (still within the constraints of our resources)
*...