Heathrow Express Ltd, a premium rail service connecting London Heathrow Airport to Paddington Station, is developing its 2025 marketing plan. The marketing director needs to ensure all marketing objectives align with the company's overall strategy.
Define the term 'marketing objectives'.
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Vita Exports Ltd, an international food distributor, uses demographic segmentation. This helps VEL tailor its product offerings more effectively.
Define the term 'demographic segmentation'.
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Singapore Airlines Group analyses passenger data to identify distinct customer groups for its various flight services. The airline uses multiple criteria to segment its market effectively.
State two ways to segment a market.
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Mercedes-Benz Asia evaluates its luxury vehicle positioning across Southeast Asian markets. The company regularly assesses gaps in the market through various analytical tools including market mapping.
State two uses of market mapping.
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Swiss Quality Hotels AG determines where to position its new business hotel brand in relation to existing competitors in the European market. The marketing team considers various positioning strategies.
Define the term 'market positioning'.
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Bangkok Beauty Co Ltd, a Thai cosmetics manufacturer, recently analysed its competitive position using market mapping. The company identified several limitations in its analytical approach.
State two limitations of market mapping.
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Burberry Asia Limited, a luxury fashion retailer, identified several business advantages from its strong market differentiation in 2024, including several important unique selling points.
State two benefits of having a unique selling point.
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FoodFusion, a health-focused snack company, uses market segmentation to identify different groups of customers, such as health-conscious adults and busy professionals.
Explain one reason why FoodFusion might use market segmentation.
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Elite Escapes Travel is a boutique travel agency specialising in bespoke, luxury holiday packages. It recently launched a new service targeting high-income families, offering customised family-friendly itineraries that include exclusive experiences like private safaris and luxury villa stays.
As part of its marketing plan, Elite Escapes set a goal to increase bookings from high-income families by 25% over the next year. The agency segmented its market based on income level, family size, and lifestyle preferences, allowing it to target wealthy clients seeking unique travel experiences.
Elite Escapes positions itself as a premium provider on the market map, offering high-quality services at a premium price. However, competitors like Luxe Voyage are aggressively marketing similar experiences, creating challenges for Elite Escapes to stand out.
Analyse two advantages and one disadvantage of Elite Escapes conducting customer research to understand its target market.
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Elite Escapes Travel is a boutique travel agency specialising in bespoke, luxury holiday packages. It recently launched a new service targeting high-income families, offering customised family-friendly itineraries that include exclusive experiences like private safaris and luxury villa stays.
As part of its marketing plan, Elite Escapes set a goal to increase bookings from high-income families by 25% over the next year. The agency segmented its market based on income level, family size, and lifestyle preferences, allowing it to target wealthy clients seeking unique travel experiences.
Elite Escapes positions itself as a premium provider on the market map, offering high-quality services at a premium price. However, competitors like Luxe Voyage are aggressively marketing similar experiences, creating challenges for Elite Escapes to stand out.
Explain one advantage and one disadvantage of EliteEscapes using market segmentation to target high-income families.
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Flavour Fest Catering specialises in providing diverse international cuisines for festivals and public events. Recently, the company began targeting niche markets by offering vegan and allergen-free menu options. As part of its marketing plan, Flavour Fest aims to achieve a 20% increase in bookings for health-conscious events over the next year.
The company uses segmentation to focus on festivals catering to health and wellness enthusiasts. It also conducted research on customer preferences, finding that most clients value menu diversity and eco-friendly packaging.
Describe two ways Flavour Fest Catering could use customer feedback to improve its services.
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Flavour Fest Catering specialises in providing diverse international cuisines for festivals and public events. Recently, the company began targeting niche markets by offering vegan and allergen-free menu options. As part of its marketing plan, Flavour Fest aims to achieve a 20% increase in bookings for health-conscious events over the next year.
The company uses segmentation to focus on festivals catering to health and wellness enthusiasts. It also conducted research on customer preferences, finding that most clients value menu diversity and eco-friendly packaging.
Analyse two advantages and one disadvantage of Flavour Fest conducting primary research to understand event organisers’ preferences.
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HomeStyle Interiors is a family-owned business specialising in premium, customisable furniture. It recently launched a new line of eco-friendly furniture made from reclaimed wood. To promote the line, the company developed a marketing plan that includes objectives to increase market share by 10% in the next year and expand into urban markets with environmentally conscious customers.
HomeStyle identified its USP as “sustainable luxury” and positioned itself on a market map as offering high-quality furniture at a mid-range price. However, competitors in the same space are using aggressive pricing strategies, creating a challenge for HomeStyle to maintain its premium image while attracting new customers.
Explain one advantage and one disadvantage of HomeStyle Interiors using a USP to promote its new product line.
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HomeStyle Interiors is a family-owned business specialising in premium, customisable furniture. It recently launched a new line of eco-friendly furniture made from reclaimed wood. To promote the line, the company developed a marketing plan that includes objectives to increase market share by 10% in the next year and expand into urban markets with environmentally conscious customers.
HomeStyle identified its USP as “sustainable luxury” and positioned itself on a market map as offering high-quality furniture at a mid-range price. However, competitors in the same space are using aggressive pricing strategies, creating a challenge for HomeStyle to maintain its premium image while attracting new customers.
Describe two ways HomeStyle Interiors could use market segmentation to attract more customers.
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