Market segmentation can be utilized in the hospitality and tourism sector

Instruction Details

Instructions: Below are given types of business establishments in the Hospitality and Tourism sector. Analyze and describe their markets incorporating the concept of market segmentation.

• Market segmentation can be utilized in the hospitality and tourism sector. The market segments can be defined by location or type of business or customer demographics such as age, gender, or income levels. Market segmentation allows businesses to focus their advertising and marketing efforts to appeal to specific customer needs. Businesses can target a specific area of the market by ensuring local visitors are provided with familiar tastes and experiences that cater to their personal needs. To effectively market to different segments of the customers, businesses in the hospitality and tourism sector must employ different methods.

BSTM 

1. Museum

• Museums offer educational and cultural activities and exhibits. A museum might offer admission for free on Tuesdays to attract families with little children. Provide me with the museum advertising and marketing campaign that caters to specific customer needs. What should the museum offer to attract more customers. 

2. Airlines

Airlines offer transportation and delivery of goods and travelers. Provide me with an airline advertising and marketing campaign that caters to specific customer needs. What should an airlines offer to attract more customers. 

3. Beaches

• Beaches offer recreational opportunities such as swimming, surfing, or fishing. A beach might offer discounts during cold winter days to attract more people who are interested in traveling and going on vacation during the winter. Provide me with the beach’s an advertising and marketing campaign that caters to specific customer needs. What should beach offer to attract more customers. 

4. Hotel

• Hotels offer rooms, water, air conditioner, television, phone, and food services. To increase their profitability and to expand their services and operations, many hotels have begun offering various forms of alternative accommodation services such as short term rentals (“party rooms”), mini-apartments (“studios”), kitchens (“suites”) catering to business travelers staying at the same hotel (e.g. as part of a convention), or combining hotels and food/beverage outlets (“co-locations”). Advantages to this type of accommodation are that it can be easily created and that it allows hotels to cater to “last-minute” business travelers. Some hotels also have followed this trend by opening up their extensive facilities for leisure purposes, such as hosting weddings or conferences, and “industry millage” is growing rapidly as more people choose this form of accommodation over the traditional standard of accommodation. Provide me with the hotel an advertising and marketing campaign that caters to specific customer needs. What should the hotels offer to attract more customers. 

5. Theme parks

• Theme parks offer various activities and entertainment for both adults and children. Provide me with the Theme Parks an advertising and marketing campaign that caters to specific customer needs. What should the theme parks offer to attract more customers. 

Sample Answer (Order for Complete Paper)

Market Segmentation and Marketing Campaigns for Different Business Establishments in the Hospitality and Tourism Sector

1. Museum: Market Segmentation: The museum can segment its market based on age groups. It can target families with young children, students, and adults interested in art and culture.Marketing Campaign: The museum can launch a “Family Fun Tuesdays” campaign where families with children under 12 years old receive free admission on Tuesdays. Additionally, they could offer interactive workshops and guided tours suitable for children, making the museum experience engaging and educational for young visitors.
2. Airlines: Market Segmentation: Airlines can segment their market based on travel purposes such as leisure, business, and family travel.Marketing Campaign: For leisure travelers, the airline could launch a “Weekend Getaway Deals” campaign offering discounted fares for Friday to Sunday flights. For business travelers, they could emphasize efficiency, on-time performance, and business-class amenities. For family travelers, they could provide family-friendly boarding procedures and offer in-flight entertainment suitable for children.
3. Beaches: Market Segmentation: Beaches can segment their market based on weather preferences and travel seasons. They can target people seeking warm destinations during cold winter months.Marketing Campaign: The beach can launch a “Winter Escape” campaign offering special packages and discounts during the winter season. They could highlight the warmth of their location, promote winter sports activities, and offer deals on accommodations and attractions.
4. Hotel: Market Segmentation: Hotels can segment their market based on traveler types, such as business travelers, families, and couples seeking romantic getaways.Marketing Campaign: For business travelers, the hotel could emphasize its convenient location, business amenities, and meeting facilities. For families, they could offer “Family Vacation Packages” including activities for kids and family-friendly dining options. For couples, they could market “Romantic Retreats” with spa packages and candlelit dinners.
5. Theme Parks: Market Segmentation: Theme parks can segment their market based on age groups, targeting families with children, teenagers, and young adults seeking thrilling experiences.Marketing Campaign: For families, the theme park could offer “Family Fun Passes” with discounted rates for families with kids. For teenagers, they could promote thrilling rides and nighttime events like concerts or parties. For young adults, they could offer special events like “College Nights” with exclusive access and entertainment.

In all these campaigns, the key is to understand the specific needs and preferences of the target market segment and tailor the offerings and messaging accordingly. By recognizing and addressing the unique desires of different customer groups, businesses in the hospitality and tourism sector can effectively attract and retain customers.

Question 1

Ron supervises three operations at ACME Company – filling, packing, and labeling. He was promoted from within the organization. Last week, Ron informed his operations manager Dan that he was resigning for a better-paying job and one that is closer to his residence. Ron gave Dan a month’s notice and offered to onboard the new supervisor.

Each operation is staffed with a crew of lowly-skilled employees but with long tenure and decent pay. Over the course of their employment, they have formed a bond and an informal leader has surfaced from each crew. Ron is facing several operational issues. Employee motivation has been diminished. Morale is low, and absenteeism is at 10%. Overtime rate has risen to 20%. Employees perceive obvious favoritism and unfair labor practices. The productivity numbers are way below standard, and product returns have risen. Each crew seems to work as an island, and intergroup conflict is brewing. Communication is hampered by conflict, indifference, and alienation. Among the groups, Ron has identified two new college graduates as his potential successor; however, the groups especially the informal leaders have not accepted them completely. Therefore, neither can expect a warm welcome from employees who may be passed over for the promotion. Dan is thinking of recruiting outside candidates for the position. This person must be fit for the job and quickly address the issues facing the operations.

You are tasked to hire and select the best candidate for the job. Apply all the organizational behavior theories and concepts .

Research and present the following requirements:

1. Job description – List all the job information, qualifications, and responsibilities suitable for this position.
2. Recruitment plan – Design how to draw the best applicants for this job including advertising, job posting, and any incentives.
3. Selection process – Use an effective method for narrowing down the list for and selecting the best applicant.
4. Interview Questionnaire – list of questions that will be asked during the interview process.

Question 2

Online Discussion Forum – Week 1

List some market research companies that may be helpful for your organisation. Explain the ways they can contribute to the organisation’s knowledge of their customers.

Locate customer research conducted for your organisation. It may be primary research or secondary research. Discuss how you could use this data to plan your customer service approach. Note that the data can be for internal or external customers.

Online Discussion Forum – Week 2

In a group, discuss the methods used to monitor team performance for customer service in your organisation, including knowing whether they are following standards, legislative requirements and service charters. What are the most effective and least effective methods, and why you believe so?

A customer may require a product or service just outside your organisation’s ability to deliver. Discuss the options you have in this situation. Explore the ethical moral and operational influence that may shape your decision.

Online Discussion Forum – Week 3

‘Managing customer service performance is just like managing any team performance.’ Do you agree with this statement? Which aspects do you consider to be true or not?

At what point along the employment cycle would you consider that a service team member simply could not perform their role? Discuss your beliefs regarding the ability of a manager to change the behaviour of their staff.

Online Discussion Forum – Week 4

What are the attributes of successful customer service staff?

What are some attributes of an effective customer service manager?

Online Discussion Forum – Week 5

“Customer service is generally thought of as an “after sales” activity”. Discuss how this paradigm has changed over the last decade and think of reasons that may have caused this change.

If an organisation has achieved awards or other positive recognition in the area of customer service, discuss what possible motivation the organisation would have to stay focused on the quality of this element of its business.

Question 3

Name a figure in the business environment whom you would identify as a successful leader.

• What traits does the leader possess?
• What is the most important trait? Support your argument with evidence.