1. Identify your brand.

Kimpton Hotels & Restaurants

1. List at least 3 variables for the following segmentation categories:

1. Demographic: Age, Generation/Life cycle, Education, Occupation, Income, Ethnicity, Gender
2. Geographic: Variables:•City•State•Country•Region•Zipcode•Location (Miles radius)•Urban/Suburban/Rural
3. Behavioral: Usage Rate (purchase amount $), Usage Rate (purchase frequency #), Benefits Sought, User / Loyalty Status, Occasion / Purpose of trip
4. Psychographic: Lifestyle, Personality Traits, Values & Attitudes, Activities Interests and Opinions (AIO), Social Status

1. Conduct market segmentation and targeting for your brand – Segment the brand’s market into at least 3 different categories (list actual segmentation examples and make sure you identify both the segmentation category and variable you are using! You must use 3 different segmentation categories) and label (identify) the target market from your market segmentation table below. (Keep this table in your assignment submission.) You need to perform segmentation and targeting as we learned in class to receive points for this question.

1. What are the most outstanding trends/characteristics of your target market you identified above (in Q3)? List at least 2 examples and include your explanation.
2. In targeting, what are the three factors to evaluate the market segments? Briefly explain each.
3. As the Marketing Director, which additional emerging market segment would you target to increase demand? Briefly explain why you would target this new segment.
4. As the Marketing Director, what type of marketing strategies would you implement to attract that new target market (from Q6)? List at least 2 examples and briefly explain why.

A friend of yours (Bob) has asked you for help. He plans on starting a business. He wants to offer tourists visiting Ireland guided tours around Dublin City, but he has no idea what to do or where to start nor does he have any idea what to call the business. Bob is certain that he doesn’t want a partner and wants to do this on his own. Bob has been to the bank to discuss opening a business bank account and applying for a loan. The Bank Manager has advised Bob to put together a Business Plan for the business. The problem is Bob has no idea what a business plan is. Bob is also unsure of the size of the tourism market in Ireland and whether it would be a good idea to start a business offering specialist tour guides. You have offered to help.

You are required to:

1. Describe the business types that you believe would be most suitable for Bob. Outline the advantages/disadvantages, recommend one and describe the registration procedure to ensure it complies with any legal requirements.
2. You must also explain to Bob what a Business Plan is, what it is for and, in relation to starting a business offering specialist tour guides in Dublin City, what should be included in the business plan. (You don’t need to actually draft a business plan for Bob).
3. You must conduct research on the Irish tourism market outlining its growth, numbers of people involved and the value to the Irish economy.
4. Finally, in your conclusion you must state whether you feel it is a good decision for Bob to start a specialist tour guide business. You must also support your conclusion with reasons why.