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Identify the communication objective for each of the market

Assignment Help Marketing Management
Reference no: EM133379500

Questions:

  • Perform a quantitative and qualitative segment analysis on each of the market segments. Use tools such as Simply Analytics to quantify each segment.
  • Identify the communication objective(s) for each of the market segments.
  • What is the current message strategy for each of the market segments? Evaluate its effectiveness.

Case Study: Quantitative Segment Analysis

Monova is a Museum and Archives of North Vancouver, offering a variety of historical artifacts, exhibits, activities, and programming. The primary market segments for Monova are local North Vancouver residents, tourists and visitors, students, and researchers.

1. Local North Vancouver Residents: This segment of the market can be quantified by looking at population statistics, such as the number of people living in the area and the age and income demographics. Additionally, data such as the number of households in the area, the average household size, and the number of people who are interested in history and/or culture can help to provide a more detailed understanding of the segment.

2. Tourists and Visitors: This segment of the market can be quantified by looking at tourism data, such as hotel occupancy rates, the number of visitors to the area, and the number of people who are interested in history and/or culture. Additionally, data such as the average duration of stay, the average spending per visitor, and the number of people who are interested in history and/or culture can help to provide a more detailed understanding of the segment.

3. Students: This segment of the market can be quantified by looking at student enrollment data, such as the number of students enrolled and the average class size. Additionally, data such as the number of students who are interested in history and/or culture, the number of student organizations, and the number of students who visit the museum can help to provide a more detailed understanding of the segment.

4. Researchers: This segment of the market can be quantified by looking at data related to research activities, such as the number of researchers who are affiliated with the museum and the number of research projects that are affiliated with the museum. Additionally, data such as the number of researchers who are interested in history and/or culture and the number of researchers who visit the museum can help to provide a more detailed understanding of the segment.

Reference no: EM133379500

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