Question

a. Imagine that you are the marketing manager for an Australian company that hires out camper vans to allow tourists to travel and see different parts of Australia. Explain what market segmentation is, then identify and explain the characteristics of the 5 segmentation bases you could use to segment your market

Answer 1

Introduction

From the above case we can understand that the Australian company that promotes the tourist activities in Australia. The company hires the different camper vans to travel the tourist in different area or parts of Australia. The travel and tourism is an essential element in the growth of every economy of a nation. The good principles and policies in this field will help the company to achieve a good growth in the market. The growth of the company depends on how the team meets the customer and how they treat them.

Market Segmentation

Market segmentation is the process of dividing the market into different sub groups. Dividing the potential customers into different segments on the basis of their features. The companies are always subdivide the market to control the market or targeted customers in a effective manner. The market segmentation help the marketers design a easy marketing campaigns. The marketers can use their resources, time, money when the potential customers are segmented.

The market segmentation also reduces the risk of using the ineffective campaigns and other strategies to manage the potential customers. When the markets are divided into different groups it help to identify the profitable customers and provide them more concentration in offering the different facilities.

Five Segmentation

following are the different segments on the basis of different characteristics of the potential customers:

1. Foreign Tourist

2. Honeymoon Packages.

3. Students Tours

4. Domestic Travelers

5. Luxury Tourist

   1. Foreign Tourist

Every country will promote the tourism from different countries. The people who are visit the country form other country known as the foreign tourist. They need special attention to explore the country because the main revenue generation will happen from this segment. So this segment is very important to every company. Treat the foreign customers with very respect. Provide them maximum facility what much the company have. Feature of this segment is they are the high spenders in this market.

2. Honeymoon Packages.

The Honeymoon packages are the next segment will generate good business in the  travel and tourism industry. Every companies provide attractive honeymoon packages for the recently married peoples. This is an important segment to design a good packages to customers. The companies are trying to design a honeymoon packages on the interest and preference of different customers.Place which are selected mainly better safe and romantic in nature.

  

3. Students Tours

The students very important customer segment in the countries. In college or schools the every government includes different industrial visit and tours for the mental relief for the students. The student tours are mainly for a few days to enjoy them. Companies are try to design very attractive places and better vans for enjoy the music and travel. They have the mind to enjoy with their friends. They mostly prefer the beaches , club shows, parks to enjoy their times.

4. Domestic Travelers

Domestic travelers are the very regular customers of a travel company because others are come only for the season  times but the domestic tourist will come on the different intervals. this type of travelers will generate the regular income for the company. They are very valuable customers. They visit in the regular intervals every part of the country.

  5. Luxury Tourist

The luxury tourist are the persons spend huge amount in the field of tourism. They are the people expect privacy and relax with more times. They are the high class peoples who comes for enjoy from their stress and spend with in different place like small crowded peoples. They spend large amount of money in this field.