Segmentation Process

Choose a hospitality company in your community: Explain some of the segments in their overall market (geographic, demographic, psychographic, and/or behavioral), choose one particular segment that they targeted, and describe how they differentiated themselves from their competitors for this segment to position themselves in the market.

Hint: Think of company slogans. Taco Bell uses the slogan “Live Más,” which indicates that the Taco Bell differentiates itself from the competitors on “lifestyle” (which the company claims!). The Cosmopolitan hotel uses “Just the Right Amount Of Wrong” while Chipotle’s slogan and mission are “Food with Integrity.”

200 words are required.


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