Segmentation and Target Market Profile

Segmentation is the process of dividing a market into distinct group of buyer who may require separate products. Segmentation Analysis is the process of examining various submarkets and selecting those most appropriate for a company. In order to analyze our market segmentation appropriately, first of all, we need to identify the bases for segmenting the market. As to our hotel, the basic bases include geographic segmentation, demographic segmentation, and psychographic segmentation. Our geographic segmentation is divided into business market, tourist market and wedding market.

Demographic Segmentation includes guest’s age, gender, income etc Psychographic Segmentation includes social class, personality, lifestyle, etc. we divided target market of Claron hotel into 2 major groups. First is Business Corporate Group which is expected to use Claron Hotel’s service during weekdays. The second group is wedding couples who are looking for the best place and excellent service for their wedding day. According to statistics of Tourism Queensland the total business visitors in Brisbane CBD will be 8,25000 this includes 1,82,750 business visitors and 3,29,905 convention/corporate visitors.

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If we are focus in this target market they going to be represent an excellent profit for us. Queensland take the State’s, natural and cultural attributes for granted. The fact is that, despite not having well recognized tourism attractions such as beach or theme parks etc… ; and not having a large city population base, the State is performing well in tourism and business aspect. Queensland’s average 8% share of Australian tourism. According to Brisbane Convention & Exhibition Centre’s data, there are multiple Exhibitions, Live shows and Conventions coming up.

This will help the growth of the tourism and business market. The package provided by The Claron Hotel is definitely very attractive to the tourism and business market. But for establishing a 5 star hotel, located in the CBD, business corporate people are out main target for weekdays and Weddings and events on the weekends For targeting any market we have to analysis the target local, national or international business. For example for business we have some groups like ? Business Market. Business travelers represent a large portion of lodging demand in many market areas.

Quotas: The quotas for Claron hotel in 2009 room occupancy is 65%, the room occupancy will around 73% to 75%, after year 2010; If take proper sales promotion, the room occupancy will get back to 80% before 2010. According to the Tourism Forecast from Tourism Queensland we can see the population of tourism in Queensland will fall down a little bit by the effect of petrol price raising and food cost raising and flight ticket price raising. However, the population of tourism in Queensland will slowly come back after year 2009. Tourism industry profitability and sustainability require a balance between visitor numbers and expenditure. One goal of the QTS is to grow visitor expenditure; this may be achieved by an increase in visitor numbers, an extension of length of stay or increased expenditure per visitor.

By focusing marketing activities on ‘preferred visitors’ the aim of the QTS is to achieve increased expenditure and industry sustainability while avoiding the damaging impacts of ‘profitless volume’. Traditional indicators such as visitor numbers, visitor nights and length of stay will continue to be monitored. Quantitative objectives:

  • Maintaining a 65% occupancy rate each month.
  • Maintain positive, steady, growth each month.
  • Assembling an experience and effective staff.
  • Experience an increase in new clients who are turned into long-term customers & to increase the number of clients by 10% each year.
  • Realize a growth strategy per year.

Other objectives:

  • Open the Shangri-la with “turnkey operation” with existing bookings from the previous owners, and new bookings under a same rental rate after possession.
  • Offering the discounts for regular groups or try to give them better facilities/services.
  • Know the competitor’s clients and try to attract them with highly quality of services or any other magnetize offer.
  • Increase off-season occupancy by 30% the first year.
  • Attract the Targeted people of groups.
  • Exceeding the customer’s expectations for hunting and vacationing accommodations.
  • Realize a growth strategy per year.
  • Maintain positive, steady, growth each month.

Actions to be taken:

  • To attract our Targeted goals like small groups, wedding, we need to advertise more and contact them personally.
  • Increase exposure and market using Internet technology and direct advertising.
  • Through incentives and increased exposure on the Internet, we hope to increase off-season occupancy by 30% the first year.
  • Increase off-season use by expanding into other uses for property (cater parties, receptions, etc.

Product In claron hotel we will describe our Accommodation, food and beverage or banqueting. Accommodation:  Guest rooms at the claron Hotel brisbane are some of the most spacious and luxurious in the city. Claron hotel Brisbane has a total 250 rooms and suites, All windows are sound insulated and very large to make the most of the stunning views.

Stylishly furnished in warm, subdued tones with a comfortable writing desk, each Guest Room also features a large marble bathroom with full size bath and separate shower. Suites include a separate toilet and washbasin for visitors.

Restaurants Indulge in the tantalising cuisine and warm ambience of some of the best restaurants in Brisbane. From an interactive dining experience at Cafe Mix to superlative culinary experiences at Altitude Restaurant dining at the Claron Hotel, Brisbane offers a delicious sampling of Australia’s finest produce. Cafe Mix offers freshly prepared breakfast, lunch and dinner buffets with a selection of Indian, Japanese, Australian and Chinese cuisines and mouth-watering dessert buffet including chocolate fountains and homemade gelato.

Blu Horizon Bar: With a new name comes a new era, and a refreshingly breathtaking design which showcases this fabulous top floor gem, Blu Horizon Bar. The bar offers the best selection of your favourite and the latest cocktails, premium wines and champagnes. Cafe Mix Cuisine: International a la carte and buffet, with vegetarian options. Cafe Mix features open kitchens, seasonal displays of fresh local produce, seafood, pasta and noodles, Tandoori ovens and Asian woks; presented in colourful clusters of cuisine. Mix is the perfect place to dine with friends, family or business associates for breakfast, lunch or dinner. Lobby Lounge Cuisine: Light fare, with vegetarian options The Lobby Lounge offers guests a relaxed atmosphere where refreshments are available throughout the day.

In the evening guests can enjoy their favourite cocktail or beverage and the alluring sounds of the resident pianist. Lounges & Bars Enjoy a beer or savour an international sampling of wines and liqueurs at our bars and lounges, which also serve as popular spots for meeting and casual socialising. An attraction in its own right, the New York-inspired Blu Horizon Bar exudes urban sophistication. The exclusive cocktail lounge is located high above the city with panoramic views of Brisbane river. Banqueting At the 5 star Claron Hotel in Brisbane City Centre, we offer a total guest experience, with banqueting facilities that must be experienced to be appreciated.

Quietly elegant, warm and friendly, this deluxe Claron hotel is the perfect venue for your event. Whether it be a private dinner for ten, through to an office party night for three hundred, we have the setting and expertise to guarantee a memorable occasion. Themed Evenings, Wine Tastings’, Business Launches, Corporate Lunches are just a sample of events that the hotel are happy to offer their expertise on planning to ensure a professional & successful event. Due to the vast array of options, you may take comfort in talking to one of our professional Banqueting Co-ordinators, who will be more than happy to take you through our availability and other details.

Please note that as we feel an event is an individual occasion, we cater for each and every event individually, therefore we are not bound to the menu choices or room layouts shown on the down loads. As such, should you wish any special requests, please do not hesitate to mention this to the Banqueting Co-ordinator. Our Banqueting co-ordinators will be happy to assist you throughout the planning of your event to contact them directly please phone on 07186132 or by e-mail.

To boost the sale and raise the occupancy level of our rooms in the current insecure financial environment of recession, we would use the price bundling strategy to attract more customer to experience the quality lifestyle by utilizing the range of facilities and products under a value for money deal complemented by the quality service provided by our staff in the industry. This is simply to welcome people by promoting a value for money deal as well as giving them recognition of gratitude for being a loyal customer. The deal will have different levels e. g. Classic, Executive and Elite, depending upon the anticipation level of our regular arrivals or guests in the past years. All guests can enrol and will be eligible to take advantage of the deal at the minimum level immediately regardless of their stay period history.

But benefits will increase as they will continue to stay more at any of our hotels and will be eligible for any new deals or benefits that may be included by the management in the future. Benefits of such deals will include: priority check-in, room upgrade, free entry to gym for specified time of the day, complementary drinks, gift vouchers to shop within the hotel shops, free partner or guest stays with complementary breakfast, We believe that by employing price bundling strategy we will sure to capture people’s attention and more importantly it will give more reasons for our past and regular guests to continue their stay with us in the future as we tend to provide more services and benefit programs for our loyal customers through these recognition programs.

Prestige Pricing a pricing strategy in which prices are set at a high level, recognising that lower prices will inhibit sales rather than encourage them and that buyers will associate a high price for the product with superior quality. The Claron hotel believes successful revenue management requires accurate forecasting based on historical data. But this year does not look like the past few years when hotels were enjoying high occupancy. Therefore it’s so important that this year, revenue managers are flexible with their pricing strategies. The booking trends clearly show people are insecure about their finances and thus reluctant to pre-pay bookings in advance. The Claron hotel adapts their pricing strategies in accordance to guest booking patterns.

Flexibility is the key; flexible cancellation policies to encourage advance bookings, flexibility in length of stay restrictions, flexible release dates on allocated inventory and the flexibility to offer last minute deals are all strategies that should be considered”. Due to the economic downturn, the success of a Claron hotel is determined by effective crisis management and the ability to adopt short-term pricing strategies and improvements. However, it must not be forgotten that there will be a recovery eventually and hotels need to emerge from a recession with their reputation intact. Some hotels may even see themselves in a stronger position having secured new business clients found through a change in pricing strategy.

Claron hotel auditorium Hotels are the ideal venues to stage your events by offering the newest and most comprehensive facilities in their cities. All venues are fully equipped with high-tech audio and visual equipment: projectors and screens for multimedia presentations and displays; computer point connections and a 32 inch or larger plasma television. Simultaneous interpretation facilities are available in selected locations. Our auditoriums are spaciously designed with dedicated stage and backdrop.

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Segmentation and Target Market Profile. (2018, Mar 25). Retrieved from