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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- 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).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…List and define the main geographic and non-geographic categorizations that are displayed on the STAR report. Review the various types of data, metrics, and date definitions related to the STAR reports Define the different breakdowns for segmentation data. What type of data is not displayed on a STAR report? Identify difference between North America and Non-North America STAR reports. What do you think are the most important pages in a monthly STAR report. Create a possible procedure and order of steps to review a monthly STAR report. Describe the pages that compare the subject hotel to industry data and explain the value of this comparison. Describe the pages that compare the subject hotel to the comp set. What are all the various metrics that can be analyzed? Describe the response pages and the values of this information. Describe how a hotel that is performing well (beating their comp set) can use the STAR report to look for areas of improvement. Describe how a hotel that is…
- 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 generatorsA company will apply STP (Segmentation, Targeting, and Positioning) model in order to serve the target consumers and to fulfil customers’ needs and requirements. Assume that you are the marketing manager of Air Asia, EXPLAIN how Air Asia use the STP model to meet customers’ needs. Give examples to support your answer.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…
- Name and describe the four major sets of variables that might be used in segmenting consumer markets and Which segmenting variable(s) do you think Pizza Hut is using?A Company that has been using mass marketing approach for decades to market its products in Kenya wants to adopt market segmentation, targeting and positioning. Explain the following to the company marketing manager;(a) Base for market segmentation(b) Requirements for effective segmentation (c) Steps involved in positioning processYou 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.
- Review the various types of data, metrics, and date definitions related to the STAR reports Define the different breakdowns for segmentation data. What type of data is not displayed on a STAR report? Identify difference between North America and Non-North America STAR reports. What do you think are the most important pages in a monthly STAR report. Create a possible procedure and order of steps to review a monthly STAR report. Describe the pages that compare the subject hotel to industry data and explain the value of this comparison. Describe the pages that compare the subject hotel to the comp set. What are all the various metrics that can be analyzed? Describe the response pages and the values of this information. Describe how a hotel that is performing well (beating their comp set) can use the STAR report to look for areas of improvement. Describe how a hotel that is significantly underperforming its comp set (being beaten) can use the STAR report to improve their performance.…Discuss the concepts of market segmentation and product positioning, and explain how they are related. What are the variables that can be used to segment markets? Also, how many variables should typically be used to segment markets efficiently? Justify your answer.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