You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS
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You have been hired to develop a marketing plan for QANTAS Airlines. Discuss the 4 segmentation bases that may be used, and then recommend a target market for QANTAS
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- Select a market or product category for study. Whether it’s a market in which the firm already competes, a new but related market or product category, or a totally new market, the overall market or product category should be clearly defined. Choose a basis or bases for segmenting the market: There are no foolproof procedures for selecting segmentation variables, but the segmentation scheme must produce segments that meet the four essential criteria discussed earlier in this chapter (substantiality, identifiability, and measurability, accessibility, and responsiveness). Select segmentation descriptors: Segmentation bases need to be clarified with descriptors to identify the specific segmentation variables to use. For example, if a company selects demographics as a basis of segmentation, it may use age, occupation, income, or some combination of these as descriptors. Profile and analyze segments: The purpose of this step is to determine the segments’ size, expected growth, purchase…You are required to select a commercial product/service/ offering of your choosing. This can be from any industry or any cartegory. You will then analyze the chosen product under the following categories. 1.Discuss the type of target market segmentation your selected product utilises, and fully justify you answer in the context of this example.A college wants to focus its marketing efforts on retention of current students. They have a choice of segmenting the undergraduate student market on either geographic or psychographic basis. Discuss the different between the two-segmentation basis and which one would be a better approach and justify your answer
- Segmentation, Target Market Identification and Positioning: What are some ways one can conduct a segmentation analysis considering various ways to segment the wider market and select the optimal target market segment(s) for generatorsUsing the full spectrum of segmentation variables, de- scribe how Virgin America segments and targets the market for airline services.a. Explain the segmentation strategy used by the Apple company and consequently identify which customer is the company serving? b. Identify the Targeting Strategy that the Apple company is using (Undifferentiated, Differentiated, Concentrated marketing or Micromarketing) and explain your choice. please answer in your words
- What can be the segmentation strategy of a stainless steel pan with digital thermometer reading that is powered by the heat generated while cooking? How can a geographic segmentation method and a benefit segmentation method benefit a stainless steel pan with digital thermometer reading that is powered by the heat generated while cooking? What external data can I use to support the claim that the consumers living within regions with hot climate will buy the stainless steel pan with digital thermometer reading that is powered by the heat generated while cooking and that sales will be higher in summer? Using the differentiated targeting strategy, how can we target the home cooks and professional chef segments to buy the stainless steel pan with digital thermometer reading that is powered by the heat generated while cooking? Using the PESTEL analysis, identify and explain the environmental factors that could affect the launch and commercialization of the stainless steel pan with digital…You are launching a new product in the market of kohat, consider evaluating the market through SWOT analysis for your business. Explain the type of segmentation and positioning strategy you might consider for your business.Using the full spectrum of segmentation variables, describe how Virgin America segments and targets the market for airline services.
- The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. Questions 1. Provide a discussion on the 4P’s of the marketing mix for a product of your choice. 2. Determine the market segmentation for the product discussed in question 1 above.Describe what you understand by market segmentation and why it is important to carryout segmentation for fire angels? What bases can you segment a market for a product like an umbrella? Discuss how you can measure effectiveness of a market segment that angels wouldwish to target?As a marketing manager in your company, you were asked to develop a marketing plan for a service that your company would like to bring to market. You can choose to adopt an existing company from a particular industry, or you can choose to create a new one. You are required to prepare the following: To assess marketing opportunities by analysing customers, competitors, and their own company (3Cs), To develop the segmenting, targeting and positioning (STP), and To design effective marketing programs by devising appropriate recommendations for pricing, promotion, place, and services products (4 Ps).