Question

7-1: Week 7 Marketing Brief: STP Strategy

Purpose

To assess your ability to:

• Establish a segmentation profile for a primary market of a product.
• Recommend a targeting strategy.
• Graph positions of competitors.

Overview

As you will have read in your textbook for this week, efficient marketing requires the segmenting of consumer markets into distinct groups, targeting those groups, and positioning your product in the consciousness of the targeted segments. Consider the fact that as a small business, your services will not appeal to everyone equally. How are you going to make the most efficient use of your advertising budget? This week you will work this out as you outline your STP strategy in a one page brief.

Action Items

• Using the five bases discussed on pages 133 and 134, describe the different segments of the market you plan to target. Are they young or older? Male or female? Married or single? Adventurous or cautious? Frequent travelers or those who travel only occaisionally? What about groups with special or specific needs?
• Next, describe how you will target each of these different market segments. Assume that you will not use an undifferentiated marketing strategy. What will you do differently to reach the different groups you’ve identified in the previous section?
• In this last section, assume that you have conducted the research you planned in last week’s assignment. Identify two criteria you expect to be important to customers for your type of establishment. Using those criteria, construct a perceptual map similar to that found on page 140 of your textbook. In addition to locating your future business on this map, place the three competitors you used for the Value Proposition and Mapping Brief in Week 4. In a paragraph, explain why you’ve located yourself and your competitors the way you have on your perceptual map.

Answer 1

Using the five bases discussed on pages 133 and 134, describe the different segments of the market you plan to target. Are they young or older? Male or female? Married or single? Adventurous or cautious? Frequent travelers or those who travel only occaisionally? What about groups with special or specific needs?

In this sector the targeted segments are the young single employees for the long term rent, and the families that include old and very young children, men and women. In summer if our project provides cool weather getaways or water activities, we can target group travelers from inside or outside the country. They will be mostly Muslims (based on the current conditions) so the service provided must be aligned with the known values of Muslims. For the psychographic sectors, we must include villas for families that are willing to pay little more for class and comfort, and single and double rooms for less budget travelers.

Next, describe how you will target each of these different market segments. Assume that you will not use an undifferentiated marketing strategy. What will you do differently to reach the different groups you’ve identified in the previous section?

1- Summer local travelers, these people read a lot in local news papers, electronic news websites. That is where Ads can be places to attract the attention of potential customers. We can also target them where they gather on weekends mostly in malls including child activity hours. We can provide a sample of child entertaining activities that they were experience when they stay in the premises. Doing that show we can establish a brand with a logo with a differentiated dress of the performers. Kids do influence family vacation choice, if they believe they will see famous kid’s singing celebrities, they will try their best to convince parents to take them there in summers.

2- Long term renters, are normally located in colleges before they graduate, they search the web for employment opportunities, so they easy to locate and get attention to the offers we provide for newly hired teachers or college students .

3- Group travelers are normally formed in groups of school trips, so the decision makers are really directors of school , these people can be met directly and offered right on the table at their offices.

4- International travelers need some arrangements with authorities to be granted entry to the country, proper transportation arrangements. On occasions like Hajj and Omra seasons we get millions of visitors, their packages are prepared by known establishments, and through our embassies in other countries. Knowing that it should be easy to reach to those customers and getting their attention to the attractions we are offering. Anything in YouTube that has the word Arab or Saudi, attracts a lot of viewers who can be potential customers, that could be away to form a pool of potential customers.

Please post the other questions separately since I've no time left to answer and it requires a lot of thinking to answer it.

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