[SOLVED] Market Segmentation Strategy

Its For an Assignment. 1 Page. Nothing too crazy.  PART A – Las Vegas Case Viva Las Vegas In 2003, more than 35.5 million travelers made Las Vegas their destination of choice. It was the second largest volume of visitors the city had ever entertained, lagging just slightly behind the 35.8 million for the year 2000. Those numbers are remarkable given the recent slump in the travel industry and the city has the Las Vegas Convention and Visitors Authority to thank. For almost 50 years, the LVCVA has been promoting Las Vegas in an effort to maximize occupancy for the city’s hoteliers who suffer from the cyclical demand of the travel industry. The authority’s marketing of the city’s convention, lodging, and entertainment facilities to convention organizers, meeting planners, and leisure travelers plays an integral part in keeping hotel rooms and convention facilities occupied during off-peak times of the year. Many types of visitors go to Las Vegas for a variety of reasons, and the LVCVA uses a multilevel promotional strategy to reach them all. The organization’s promotional mix includes national television advertising, grassroots marketing, and relationship building with a variety of organizations. Each element is specifically designed to address issues within particular segments of it growing target market, such as changes in the composition of the visitor pool, shifts in visitors’ travel preferences, the emergence of potentially lucrative metropolitan markets, and trends in foreign visitors. An LVCVA study of the area’s visitors for 2001, for example, found that African Americans, Hispanics, and Asian Americans accounted for 9, 5, and 4 percent respectively of the visitor pool. The same study also revealed that the number of visitors from each of these groups has been steadily rising and that all U.S. visitors were beginning to prefer two- or three-day stays to weeklong vacations. With those data in hand, the LVCVA produced its award winning “Vegas Stories” series of TV commercials for 2003 and 2004. The irreverent ads poke fun at the sticky situations travelers might find themselves in as a result of too much revelry in the desert.  Using the tagline, “What happens here stays here”, the spots from the “Vegas Stories” campaign include an older Asian woman trying to alter an after-the-trip love letter while Roy Orbison’s “Only the Lonely” plays in the background and a bachelorette party of African American women riding quietly in a limousine until the group is slowly overcome with sheepish laughter. Other commercials depict elderly couples, businesswomen, and young professional males. The LVCVA also its first ever commercial recorded entirely in Spanish, which was written specifically to appeal to Hispanics’ historical preference for family or group activities for vacations. Additionally, the authority’s director of diversity began promoting Las Vegas to ethnic chambers of commerce and organizations like the International Association of Hispanic Meeting Planners and the National Coalition of Black Meeting Planners. Other research performed by the LVCVA identified Portland Oregon and Atlanta as emerging regional markets based on their median household incomes, their available fight to Las Vegas, the cost of advertising in those markets, and the propensity of their citizens to gamble. The LVCVA then bought billboards in each city, cruised the towns in a specially prepared van featuring an Elvis impersonator and a traditional Vegas showgirl, and promoted special travel deals to promote the entertainment options that Las Vegas offers in addition to gambling. The authority’s message carries beyond the borders of the United States too. When it noticed a significant drop in the visitor volume from Canada-Las Vegas’ leading source of international visitors-the LVCVA sent a delegation to Toronto. The group canvassed Toronto’s Canadian Meeting and Incentive Travel Symposium and Trade Show to persuade convention operators to host future productions in the desert. Representatives also met with convention and leisure travel planners and attended events in Montreal and Vancouver to promote their cause.  Las Vegas is clearly on the rise again thanks to the tireless work of the LVCVA and the authority has the hard data to prove it. As long as the LVCVA continues to understand its many diverse customers and communicate with them appropriately, the city of lights should continue to shine brightly for many years to come.   QUESTIONS FOR LAS VEGAS CASE What variables (geographic, demographic, psychographic etc.) does the LVCVA use for segmenting its target market? Support your answer with evidence from the case. Does the LVCVA use an undifferentiated, a concentrated, or a differentiated target market strategy? Explain your choice Think of the many reasons a person might want to travel to Las Vegas. Given a target market of all U.S. citizens aged 18 to 75, speculate how you might segment this market based on lifestyle. What makes the LVCVA so successful?   WEEK 2 ASSIGNMENT PART B – Dunkin Donuts Case Read the opening vignette in chapter 6 on Dunkin’ Donuts. Each group should then answer the following questions: QUESTIONS What is Dunkin’ Donuts’ strategy? What is unique about their market segmentation strategy? Are there weaknesses in the Dunkin Donut strategy? If so, what are they? Do you see any uncovered market segments? If so, what are they? How would you exploit this?

 

Struggling to find relevant content? Order a custom essay on
[SOLVED] Market Segmentation Strategy
Let our experts save you the hassle
Order Now

Request assignment answer

GPA Fix: Online Essay Writing Service from Top Tutors
Save More. Score Better
Pages (550 words)
Approximate price: -

Why Hire a Professional Essay Writer from GPA Fix

Quality Urgent Essays

GPA Fix online platform provides the best essay writing service ever received elsewhere, thanks to our professional essay writers. Experience gained in the 10+ years of being in the assignment writing industry is also an added advantage.

Professional and Experienced Academic Writers

A lot is done to maintain us as the best essay writing service provider. Besides owning a degree from a recognized university, a writer must pass the rigorous tests we take them through before they are considered eligible to offer urgent essay help on our website.

Affordable Urgent Assignment Help

Who said a reliable website should not be cheap also? While it is human nature to associate prices with quality, that does not always work. At gpafix.com, we guarantee you cheap and urgent essay help without compromising the quality.

24/7 Available Urgent Essay Writing Service

Whether it is a ‘write my essay for me cheap’ or ‘edit my essay’ order you want to request, always feel free to reach us at any time of the day. Our experts work in shifts to ensure that you access urgent essay writing services at any time of the day.

Plagiarism Free Essays Online

The punitive measures that come with plagiarized content are so harsh, and we understand that. We consequently ensure to write each client’s papers from scratch no matter how urgent the essay is. To acknowledge borrowed content, our quick writer references and cites the work.

Wow Customer Support 24/7

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

We'll send you the first draft for approval by at
Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

So much stress and so little time? Take care of yourself: let us help you with your tasks. We offer all kinds of writing services.

Essays

Custom Essay Writing Services

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

Admissions

Admission and Business Papers

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

Editing

Editing and Proofreading

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

Coursework

Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.