Initiative of IITs and IISc- Funded by MHRD -1- NPTEL Vinod Gupta School of Management Consumer Behavior MODULE 3 MARKET SEGMENTATION AND POSITIONING MODULE 3: MARKET SEGMENTATION AND POSITIONING ( 2 hours) 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Aggregate Marketing and Market Segmentation Target Marketing Market Segmentation Alternatives available for Segmentation Basis for Segmentation Targeting Positioning Introduction: The traditional way of doing business was Mass Marketing which meant offering a standardized
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ABOUT HILTON HOTELS Hilton worldwide is a major player in the hospitality industry worldwide‚ crossing the hotel area from lush full-benefit lodgings and resorts to suites and mid valued inns. Its brands consideration contained its more than 3‚300 lodgings in 77 nations and incorporate Waldorf Astoria inns and resorts‚ Conrad lodgings and resorts‚ Hilton twofold tree‚ Embassy suite lodgings‚ Hilton enclosure Inn‚ Hampton Inn and suites‚ Homewood suites by Hilton and Hilton Grand excursions. This
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.................................................................................. 12 Technology Factor...................................................................................................... 13 Porter’s 5 Forces Analysis for Hilton Hotel ................................................................. 14 Bargaining power of Customers ................................................................................... 15 Bargaining power of Suppliers ...............................
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A marketing plan on Raffles Hotel 1 1. Introduction 1 2. Brief company overview 2 3. External audit 2 3.1 The macro-environment analysis with PESTE method 2 3.2 The industry dynamics analysis with Porter’s five forces 3 3.3 The evaluation of key successful factors of external factor 4 4. Internal audit 5 4.1 Raffles’ strategic segmentation 5 4.2 Raffles’ market positioning 6 4.3 Strengths-weaknesses analysis of current resources and competences 7 4.4 Value chain and
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7 Less for much less 7 More for less 7 Marketing StrategyProcess 8 Situational Analysis 8 S.W.O.T analysis 9 Segmentation and targeting 9 Differentiation and Positioning 9 The 4 Ps. 10 Product 10 Price 10 Place 10 Promotion 10 Hilton Worldwide 10 Vision 10 Mission 10 Corporate Culture 11 Hilton Worldwide S.W.O.T Analysis 11 Market segmentation and positioning of Hilton Worlwide. 12 Brands in the Hilton Worldwide group. 12 12 The luxury Brands Waldorf Astoria
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of the most noticed hospitality service providers is known by the name of SHERATON with an absolute commitment to customer satisfaction‚ this five star hotel is a great destination as a accommodation service provider‚ owned by Starwood Hotels and Resorts chain‚ every guest notice the innovative designs and marketing procedures that Starwood Hotels and Resorts does‚ but the most important and to complement all others efforts and that customer will not forget is the people‚ people that take care of
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Ethical Decision-Making: Employer Responsibilities and Employee Rights Chapter Objectives: After exploring this chapter‚ you will be able to: 1. Discuss the two distinct perspectives on the ethics of workplace relationships. 2. Explain the concept of due process in the workplace. 3. Define “employment at will” and its ethical rationale. 4. Describe the costs of an EAW environment. 5. Explain how due process relates to performance appraisals. 6. Discuss whether it is possible to downsize
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The Greatest Marketing Secret of All If there is something about which I am pretty adamant‚ it’s the concept of attracting clients that are pre-qualified and willing to do business. And this involves many different things. In fact‚ most of it comes down to three core practices: 1) Focus‚ 2) targeting‚ and 3) multiplication (such as focusing on a niche‚ market targeting‚ and multiplying one’s marketing efforts). However‚ this fundamental magnetism is not only based on pure marketing practices
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NIKE-HUMAN RIGHTS VIOLATION. 1. Brief about the case Nike from the start has used outsourcing as its strategy. It outsources labour to developing countries to exploit cheap labour and maximize profits. But this has given rise to sweatshops in Asia especially in South-East Asia (Indonesia‚ Malaysia etc.) 2. Type of company activity where human rights has been violated Nike has been blamed for the following things:- Inadequate wages Working hours Safety hazards Withheld passports of foreign
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Segmentation and Target Market Paper MKT/571 Segmentation and Target Market Paper To obtain success‚ and then retain success‚ organizations need to determine which market segments to focus (Kotler & Keller‚ 2012). Additional consideration is necessary to ensure that the organization can effectively serve this market segment. According to Kotler and Keller (2012)‚ the finest marketing plans identify and embrace segment differentiation by determining the demographic‚ psychographic‚ geographic
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