Market Analysis
Segmentation, Profiling and Positioning report and Power point presentation. In this task you are asked to research and describe the overall Victorian tourism market. You will be allocated a particular segment within that industry and you will profile that respective market segment. You will describe various aspects of the segment.
Your group is required to present a short Power point presentation to the class. This is to be a brief presentation of your report. It should be no longer than 10 minutes and consist of approximately 15-20 slides. Each group member must participate in the presentation.
Your trainer will allocate your specific segment or you select a segment see the url below Visit.
https://www.tourism.vic.gov.au/ - go to Marketing and Campaigns - select Product segments and niche markets
or go to https://www.tourism.vic.goveauimarketing-campaignsidomestic-marketing/product-marketing-activities.html
And select from one of the segments listed eg " Spa and well being," Nature based' or you may select other check with trainer.
Part A
I. Describe the allocated segment
2. Describe the overall market
3. Identify the various target segments.
4. How is the market segmented - what are the bases of segmentation. What sources of information could be used to segment the market?
5. Identify and profile the target segments of your chosen segment.
6. What the customer's requirements/needs (primary segmentation factors).
7. Who are the competitors in your chosen segment?
Part B - Positioning Strategy
1. Explain the principle of positioning - why is this an important marketing principle and how does it fit into the overall marketing strategy. Select a business within your sector and describe how it is positioned. Use a positioning diagram.
2.Review past marketing or positioning of a product or service in relation to the effectiveness of its focus of appeal
3.Why is it important to stick with one consistent positioning strategy? Explain.
Part C. Analyse Consumer Behaviour.
1. Identify consumer attributes for the market or market segment from the market profile or existing customer data.
2. How would businesses and organizations in your segment gather information on the market or market segments
3. Investigate consumer needs for the product or service through analysis of trends and past performance
4. What type of consumer behaviour information would your segment seek and need.
5. Identify past and or current trends that have impacted on consumer behaviour in these markets -- For example Internet and online searching and booking.
6. Identify individual, social and lifestyle influences on consumer behaviour for the Actor prod ucts.
7. Identify any past marketing or positioning and describe consumer responses to these.
8. identify strategies that address innate and other needs of consumers and that appeal to the motives that influence decision making.
9 Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies