Department of Tourism And Hospitality Management PDF

A Assignment On
" Establishing Market Segmentation, Targeting And Positioning
Strategy for Cox`s Bazar Sea Beach."
Course Name: Tourism Marketing
Course Code:THM2O5
Submitted By Submitted To
Name: Shofi Uddin Sheikh
Student ID: 18THM036
Semester: 1st
Year: 2nd
Session: 2018-19
Department of Tourism And Hospitality
Management,
Bangabandhu Sheikh Mujibur Rahman
Science and Technology University,
Gopalganj-8100.
Name: Synthia Islam
Lecturer,Department of Tourism And
Hospitality Management,
Bangabandhu Sheikh Mujibur Rahman
Science and Technology University,
Gopalganj-8100.
Date of submission: 12 July, 2020
Bangabandhu Sheikh Mujibur Rahman Science and Technology University,
Gopalganj-8100.

Establishing Market Segmentation, Targeting And Positioning
Strategy for Cox`s Bazar Sea Beach
I have selected Cox`s Bazar Sea Beach as a destination to establishing market segmentation ,
targeting and positioning strategy for Cox`s Bazar Sea Beach. In this study , i will describe
about market segmentation , targeting and positioning strategy. The main objective of this
study is to identify market segment for beach tourism products and services for promoting
Cox’s Bazar Beach as a tourist destination. The study based on secondary data. Result shows
a clear distinction between a male, older group of tourists and newly married couple, younger
age and married with children depending on parents. The study also revealed that tourists
have given a great preference to natural attraction along with enjoying sea waves and sunset
view, medium class accommodation facility, safety and security, sanitation and cleaning,
caring and waste disposal facility and emergency service. So, to occupy the best position in
the mind of tourist the tourism managers and marketers should provide up to mark services as
tourists expect. This finding can be useful to the policy makers and marketers of beach
tourism at Cox’s Bazar in formulating strategies for their products and services considering
the findings of the study. The major objectives of the study are;
To identify the market segment and target market for Cox’s Bazar Beach as a tourist
destination.
To delineate the important factors considered by tourists to occupy the profitable
positioning for Cox’s Bazar Beach as a tourist destination
INTRODUCTION:
Market segmentation and target market selection are important step in establishing a
market strategy. Market segmentation is an important element of target marketing because it
can help marketer to develop the right product suitable to each target market. Kotler (1994)
stated that the heart of modern strategic marketing can be described as segmenting, targeting
and positioning, with segmentation being the essential first step in the direction of a target
marketing approach. And also suggests that segmentation may be defined as a process of
dividing a total market, such as all tourists, into manageable sub-groups more cost effective
marketing, through the design, promotion and delivery of purpose built products aimed at
satisfying the identified needs of target groups. Similarly Weinstein (1987), Perdue (1992)
explains that good market segmentation research provides operational data that are practical,
usable, and readily translatable into strategy. And also explain that firms may find some
segments more attractive than others because of variations in segment size, growth potential,
or competition. A destination with limited resources needs to pick only the best opportunities
to pursue. Consequently, segmentation may also be used as a tool for managing demand,
which may be particularly useful within a strategy of sustainable tourism development. In
tourism field, the importance of market segmentation is not only as a technique of
segmenting a market and identifying target market, but it can also be used at a higher level to
assist a marketing strategist to understand the relationship of a destination with its visitors.
Koc and Altinay indicated that a destination that targets the whole market without
segmenting or clustering problems it usually ends up with wasted resources, unsatisfied
customers, and missed a strategic marketing opportunity.

Cox’s Bazaar beach in Bangladesh is the tourist capital of Bangladesh having 120 km. beach
covered with deep green forests. This type of smooth and straight sea beach is hardly seen in
any place of the world. Miles of golden sands, towering cliffs, surfing waves, rare conch
shells, and delightful seafood are the specialties of Cox’s Bazar sea beach. Every year a large
number of tourists from home and abroad come to visit this beach for enjoyment. Now the
economy of Cox's Bazar depends on tourism. From general observation it is understood that
tourism has brought a big change in this area. Altogether around 10000 people are working in
the tourism industry in Cox’s Bazar and each person maintains a family of 6 persons, then
this tourism industry is giving food to the 60,000 people. On economic front, local
community people and other stakeholders like investors, hoteliers, tour operators and so on
are seemingly benefited from tourism and it economy is quite good compared to other
backward area. So it is clear to all the contribution of Cox’s Bazar sea beach in the local
economy as well as national economy of Bangladesh. The flow of economic contribution and
growth of this area depends on the continuity of tourist arrival and understanding tourists’
needs, wants and their perceptions towards the facilities and services. The objective of the
present study is to identify different beach tourist segments based on a set of socio
demographic variables and tourists travel behavior and formulate the attractive positioning
strategy for target segment considering tourists’ need, want and demand. Results may help
understand the beach tourist market and contribute to an improved target marketing to each
group, simultaneously understanding the actual and potential role of each group for the
destination area in question.
METHODOLOGY:
For the current Covid-19 situation I skipped the primary data to created the report.
The situation of Covid-19 in Bangladesh is very dire. Many people are dying every day.
From time to time the government is announcing lockdown in the whole country. All
educational institutions are closed due to Covid-19 and the government is announcing closure
of all tourism destinations. For which no tourist can visit the tourism destination. So, it was
not possible to collect the primary data from the people in this situation.
Only secondary data were used to address the objectives in this study. The necessary data
from secondary sources were collected through document analysis. For this purpose a
thorough literature survey has been conducted. In order to obtain the reliable secondary data
various journals, periodicals, books, acts, regulations, policies of Bangladesh, websites,
annual reports, papers of different agencies were consulted carefully.
FINDING & ANALYSIS:
MARKETING STRATEGY
To establishing market segmentation , targeting and positioning strategy for Cox`s
Bazar Sea Beach, I will mainly follow the marketing strategy of Kotler(2003) which is
described in his books. According to Kotler, Marketing strategy is the outcome of a firm’s

segmentation, targeting and positioning choices (STP process)at the level of the Strategic
Business Unit. This philosophy is supported by marketing text books (for example, Kotler,
2003), where this process is enforced as the core of marketing strategy. In other words, the
main concept of marketing strategy involve the tasks of identifying and choosing the target
segments in where the actual and potential customers are living and desired to purchase
the product. In higher level, there are three marketing strategy; market segmentation,
targeting and positioning in reaching minds of the target customers and offer them suitable
products/ services that will serve customers special interests. The term "segmentation"
appears to have been originally introduced by Smith (1956). According to Kotler (2000),
market segmentation means dividing the whole market into different parts on the basis of
various variables.
Target Marketing involves breaking a market into segments and then concentrating marketing
efforts on one or a few key segments. According to Kotler(2003), positioning is the way the
product is defined by tourists on important attributes; it is the place the product occupies in
tourists’ mind relative to competing products.
MARKET SEGMENTATION :
Marketer segments the Cox`s Bazar Beach market as dividing the whole market into
different parts on the basis of various variables. Market segmentation strategy plays an
important role in the success of tourism marketing objectives. A tourist market may
be identified corresponding to each tourist product. In that sense, we can define market is a
set of actual and potential buyers of each product. There are five segmenting variables:
Geographic, Demographic, Geo-demographic, Psychographic and Behavioral (Kotler.2002).