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Appendix Potential Customer Segmentation Analysis

Begin drafting your Appendix items (Data collection and analysis). Consult the .ppt link on the portal.

• Create a new appendix page for each piece of material

• Appendix items are identified with a capital letter e.g. Appendix J.

• Alongside the identifier give the material an appropriate heading e.g. Appendix J. Current customer segments of Brisbane Tours

• Write a paragraph defining and explaining the theory behind the research tool e.g. Define and explain SWOT

• Provide your material, chart, table, graphic, etc.

• Under this graphic write a detailed Explanation paragraph explaining the most important points in the table or graphic. Include all sources. Make sure each source is listed in the Reference List.

• Under this, write the Analysis, another two paragraphs. You must think strategically. The first paragraph will discuss the data and decide which of Ansoff’s growth strategies the DMO is currently using. The second paragraph will discuss your team’s recommendation on which of Ansoff’s strategies the DMO should focus in the future. Include marketing theory and literature to support your idea.

You will need:

• a SWOT for your DMO. Focus on the organisation not the destination.

• a detailed table comparing competitors’ experiences. Use 6 P’s of the marketing mix (price, product/service experiences, promotion, place, physical evidence, people) plus Positioning and USP as the variables to compare

• to identify four customer segments (two current segments and two potential international inbound segments). Describe each segment in detail using the four segmentation bases: geographic, demographic, psychographic and behavioural. Explain this theory above the table in the appendices.

• a PESTEL analysis

• include citations (references with page numbers) in your appendices and list all these sources in your reference list

• plus any other material (statistics, photos, websites and so on) that is evidence or supports your ideas. Each is separate appendix page.

This is an example of the form. The client would like to choose students from South American and Chile as the potential customer.

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