Question: MARKETING ASSIGNMENT 1
“ACTIF”
“Actif” is a small UK -based independent travel agent (registered with ABTA) which
specialises in alpine sports holidays via direct marketing. They are v ell established and have an excellent reputation. They currently position themselves as providing 'alpine sports holidays for the discerning enthusiast' and the majority of their clients, they claim are young upmarket and single people.
Holidays from Actif comprise of small high-quality hotels offering luxury
accommodation and excellent cuisine, Actif also arrange an extensive range of sporting services through their extensive network of providers.
However, this market t is now showing trends of generally moving m re upmarket and
even the large travel operators are now offering luxury rooms with good food in their
larger hotels. Consequently the gap in the market which they currently enjoy is
subsequently being eroded and Actif are concerned about the hitherto loyal customers
switching to the larger operators who are offering a comparable experience and saving up to 20% of their holiday cost.
Actif have turned to you, a Marketing Consultant to advise them specifically on their
segmentation, targeting and positioning strategy.
TASKS
As a Marketing Consultant you have been asked to write a report to include the
following:
1. Consider the market of Actif and present to your client their key segment
groups providing a clear rationale for your choice of variables.
2. Outline to your client the benefits of a clear targeting and positioning strategy;
present a positioning map to help clarify your answer.
3. Provide your client with a list of key measures which could be implemented in
order to compete effectively with their competition.
Answer: Marketing Segmentation:
Marketing Segmentation is known as a process that divides the total market into several
relatively homogeneous groups. This process is used by both profit oriented and non-profit
oriented organisations and in order to meet the needs of specific market segments the
marketing mix is adjusted to achieve this.
In order for market segmentation to be effective it must meet the following:
(a) The market segment must be measurable by both the size as well as the purchasing
power.
(b) One must always note that the market segment should be adequately large enough in
order to be profitable.
(c)Finally the market segment number must match the marketing capabilities of the
organisation.
Before segmenting the market Actif will look at the following market segments.
(a) Geographic
(b) Demographic
(c) Psychographic
(d) Behaviouristic
(e) Benefit...(short extract)
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- Subject: Business and Management
- Course: Marketing
- Level: Degree
- Year: 2nd/3rd
- Mark: 73%
- Words: 1854
- Date submitted: April 20, 2009
- Date written: April, 2008
- References: Yes
- Document type: Essay*
- Essay ID: 1463
