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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 survival in today’s competitive marketplace “There are three major steps in target marketing...
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