Accor Case Study - Segmentation
Introduction
“Present day marketing strategy can be summed up in the following three words- segmentation, targeting and positioning (STP)” Kotler.P, pg278-279. Therefore for the purpose of this paper, market segmentation, targeting and position will be defined. Following this will be brief explanations on differentiated and concentrated STP strategies. This will then be followed by the case study, which being the Accor SA’s internet site. The site will be analysed on how it caters for the different segments of its market. The sites evaluation will categorised under geographic and demographic segmentation.
Segmentation, Targeting and Positioning
“Target marketing is when a seller identifies market segments, selects one or more , and develops products and services tailored to each selected segment” Kotler P. pg 288. In the travel and tourism industry, as well as in most other business sectors, specifically focusing on unique market segments has become a necessity for......
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Approximate Word Count: 691
Approximate Pages: 3 (250 words per double-spaced page)
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Accor Case Study - Segmentation
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