This task is designed to further develop your critical analysis and research skills related to the tourism or hospitality enterprise you selected for Assignment 1. You are required to undertake a Market Segmentation Analysis and prepare a Market Segmentation Strategy for your selected enterprise. You are required to critically read and contrast your findings to important theories and concepts introduced in Topic 4. This assignment will inform also inform the development of a Strategic Marketing
1. Market Segmentation Analysis (800 words) - prepare an analysis of the important markets for your selected enterprise using relevant segmentation methods (e.g. demographic, psychographic, geographic, benefit or behavioural characteristics)
2. Market Segmentation Strategy (700 words) - based on findings of your market segmentation analysis, determine feasible market segments for your selected enterprise. You should include a brief profile for each segment (e.g. using demographics, psychographics etc.) to clearly outline each segment you have identified as a target market.
3. Appendices - you should attach any relevant data that supports your analysis as appendices.