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Based on the research which you conducted for the Marketing Research plan of CW1, you are asked to further investigate your chosen industry in order to (1) identify the main segments in this market, (2) to justify your choice of targeting one segment (oth
Pages 8 (2008 words)
In the introduction, a glance of the chosen company is given including an overview of the target market. The next section constitutes the customer analysis section, where the customers of the chosen…
The next section then explains the marketing mix that explains what it really entails and the examples of each of the four (product, promotion, pricing and place) mixes. The report is concluded by a brief conclusion that summarizes what the report has presented.
Marketing refers to any process aimed at developing and implementing plans to anticipate, identify and satisfy the customer demands with the chief aim maximizing profit margins of an organization or business. Marketing research forms the arsenal of market analysis. This entails identifying the customer’s requirements, planning an appropriate marketing mix culminating into a good entry into the market. Gilligan’s Backpacker Hotel is located in Australia. The hotel that operates the entertainment industry provides attraction to visitors from all over the world (global and local). Its strategic location makes it accessible by the visitors. This hotel is the leading youth hotel resort in Australia. There are not many aged individuals above the age of 55 years that frequent the place as there are the youths. The services are amazing including accommodation, fully conditioned hotel rooms with ensuite, and the traditional backpacker, from where it draws its name. Additional services include free Wi-Fi, stunning Lagoon swimming pools, free transport from the airport, and free line provision among others (Ooi & Laing 2010). Entertainment facilities in the place include open deck bars, supporting events, plasma television, and outdoor pub screens (Crea, 2013). With all this in place the hotel is frequented by youths and adults aged below 55 years.
As previously stated in the introduction, the gap that exists in Gilligan’s Backpacker Hotel is that of the customers or rather visitors who visit the premises. The customers segments can be described depending on a plethora of niche specialty that then determines the target. Customers differ in tastes as ...
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