BU352 Lecture Notes - Lecture 9: Swot Analysis, Airbnb, Marketing Mix
Document Summary
Swot analysis: market strategy: segmenting & targeting, positioning marketing mix strategies. Segmentation: a rational and more precise adjustment of product and marketing effort to consumer or user requirements. It requires a heterogeneous market as a number of smaller homogenous markets. The segmentation-targeting-position process: step 1: strategy and objectives, step 2: segmentation base"s, step 3: evaluate segment attractiveness, step 4: select target market, step 5: identify and development positioning strategy. What is the segmentation strategy: pink tool kit: Might be some segments of the market that are unreachable because they don"t like the color or the quality: airbnb: Segments the market based on generational cohorts. Segments towards religion and culture, towards brown, middle eastern and or muslim women. Not many brands focus on this type of group but by doing this advertisement they are saying that they are a part of their target market: homeowners magazine: Married people or homeowners: energy drinks.
