segmentation, services, segment profiles, marketing mix, positioning
Review the activity below or download the PDF student worksheet
Student Worksheet: Meeting Target Market Needs
Student Discussion Activity
Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of these market segments.
|Segment Name||Brief Profile|
|‘Relaxers’||These consumers simply want to get away and relax – no stress, nowhere to go and nothing to do|
|Family Fun||These are young family groups who want to do things together – a good family holiday|
|Look and Learn||These consumers view a holiday as a learning experience (that is, history, key events, and places)|
|All the Sites||These tourists are obsessed with visiting all the high profile landmarks (whether they are interesting or not)|
|Busy Bodies||These consumers want to do lots of things on their break – sports, walks, tours – very action-packed|
|Meet and Greet||This group is very social and want to meet and make friends|
|The Real Life||This group want to get away from the tourist places and get to experience the real culture/lifestyle|
Student Discussion Questions
- How have you structured the marketing mix offering to best meet the needs of each of these market segments?
- Did you find the marketing mix differed substantially or just slightly across the different market segments?
- Do you think that it is beneficial for a firm in the holiday industry to look at market segments individually or should they consider the overall market as a whole?