Good Essay On Market Segmentation

Market segmentation is mainly done to focus the right product to the right customer (Larsen, 6). It is done by recognizing and evaluating individual needs of customers and coming up with a target group out of the market (Kotler, 2). For the sake of this airline company that majorly deals with flights to many destinations all over the world, there is a need to identify a new market by considering flights to holiday destinations. There is need to market flights to holiday destinations in a whole new way to target merry-makers and holiday lovers who desire to visit holiday destinations. Notably, holiday destinations such as Dubai and Hong Kong are swarmed with holiday-lovers from all over the world. These individuals comprise of a market segment that is unique, large and has a guaranteed flight schedule to and from the destinations. Thus, initiating new flight routes to these destinations will target holiday-merry makers who crave to have a fun-filled holiday away from their homes.
Notably, an individual whose craving is to have fun would do anything at their disposal to travel to holiday destinations. For instance, one could save as much as they can just to visit Hong Kong Disneyland. As such, the typical and average individual requires a fun-filled holiday with their families especially away from their home. Considering this aspect, the firm should initiate specific flights to the holiday destination purposely for the holiday lovers. While one could argue that tourism is prone to seasonality, the initiation of flights to these destinations should be in a manner that incorporates the aspect of seasonality. In essence, the target consumer group or market comprises of any other individual who has a craving to visit a holiday destination (Larsen, 10). It should be noted that consumers are universally rational and thus, always choose the best package the suits their demands considering factors such as price and comfort/luxury for the case of fun-lovers. Hence, product positioning should be done efficiently not just to ascertain consumer satisfaction, but also to guarantee customer loyalty (Larsen, 14). Customer loyalty is the foundation stone of improved organizational performance.
The positioning of the product will arguably depend on the fact that the target consumer or market segment is made up of holiday lovers. Therefore, the flight should incorporate fun and holiday elements defined by a great sense of luxury and entertainment to capitalize on the holiday mood. The flights should be designed in such a manner that they offer standard packages including price incentives especially for both to and from journeys. Cost is one of the most significant factors that consumers look at before deciding on purchasing a product. In this respect, the flights should offer great discounts for a single trip especially when the tourism season is high. Furthermore, the flight to a holiday destination should incorporate many other exciting offers such as linkages to renowned hotels and specific holiday sites. For instance, off-flight services such as transport to a specific destination via, trams and buses should be organized for the customers. In essence, this reduces the hustle that holiday-makers have to go through after arrival at their chosen holiday destination. These features do not only create a great sense of satisfaction among the customers, but, also does a great deal of attracting more customers (Kotler, 5). Notably, these fun-filled activities and off-flight services should be developed while maintaining the firm’s fiscal obligations.

Works Cited

Kotler, P. Patrick. Marketing Management, 14th Global edition, Essex: Pearson Education, UK. 2012. Print
Larsen, Nynne. Market Segmentation-A framework for determining the right target customer, BA thesis, Aarhus School of Business. May, 2010. Print