Market: Customer Segments

1)     Describe your segments. You need to come up with at least 3 segments. Be creative and insightful in describing the existing the existing segments. Note that potential customers need to be classified by relatively homogeneous groups having common identifiable characteristics (they must be homogeneous in terms of needs or buying behavior). 

The Proposed venture will adopt a concentrated marketing strategy.  This strategy fits the company since it will target a small niche of travelers, extended stay travelers seeking luxurious customizable accommodations.  As such, the firm will utilize its marketing resources to attract and secure a share of the affluent, high price hotel room entertainment market. 

The specific segment that will be targeted are:

(1)Primary segment:  visitors who travel to Atlanta to work in the creative arts and entertainment (sports entertainment, including MLB baseball players, NFL football players and NBA basketball players) industry and require extended stay lodging accommodations. 

(2) Secondary segment: Business travelers, traveling to Atlanta primarily for business or relocation.   

(3) Tertiary segment: Includes high end leisure travelers visiting the city for attractions and leisure. 

2.     Include a table summarizing the various segments. In this table list characteristics that define your target customers (demographics, psychographics, benefits sought, information sources utilized, product usage rates, etc.).

Segments	Demographics	Psychographics	Benefits Sought	Information sources	Usage Rates
Primary	-Male & females -Age: 26-55	They work very hard, seek high end exclusive accommodations and getaways at every opportunity. They are affluent and appreciate the good life and expect quality service and facilities.	-Safety -Convenience -Exclusivity -Accessibility -Personalized service	-Business managers -Management agency	-Varies based on projects -Twice per year on average
Secondary	-Male & females -Age: 36-60	Through their professional positions and associations, these people are often exposed to high end accommodations and entertainment. They attend business conferences on a regular basis.	-Safety -Convenience -Business services and amenities -Accessibility	-Travel intermediaries -Corporate Offices	-Monthly
Tertiary	-Male & females -Age: 28-50	They take care of themselves, working out on a regular basis. So they would be attracted to the venture’s work out facilities. They don’t want to just “let go” on a vacation; they want to use that time to boost their health while also splurging on good food, drinks and entertainment.	-Safety -Convenience -Spas and work out facilities -Healthy food offerings -Accessibility to entertainment and attractions	-Electronic travel intermediaries -Lifestyle magazines-print & electronic.	-varies -approximately 4 times annually

2)     Indicate which segments (no more than two) you will be prioritizing. Which segments represent the greatest sales potential and why.

The segment that will receive the most priority will be the primary segment.  This segment has the most potential from a profitability standpoint.