Customer Analysis and Competitors Analysis in Marketing Report

Marketing report

TABLE OF CONTENTS
1. CUSTOMER ANALYSIS.......................................................................................................3
MARKET SEGMENTATION VARIABLES.............................................................................3
2. COMPETITORS ANALYSIS.................................................................................................4
COMPETITOR ANALYSIS TABLE.........................................................................................5
REFERENCES................................................................................................................................8

1. CUSTOMER ANALYSIS
Carine Leagues Club is the Australian-based business which has achieved number of
awards due to wide product line and high customer satisfaction rate (Aziz, 2017). Company has
organized wide product line in respect of targeted customers so that it can gain high profitability
in its business. Currently, it is famous as community focused entertainment, sporting and dining
company. The targeted customers of the Carina leagues Club are older generation customers
(Carina Leagues Club, 2020). So, it has proposed number of product line i.e. social, perks, food,
events etc. for the targeted audience such as older customers through which they can get better
experience. there is reason to target only younger customer because these targeted audience is
highly interested in playing at such place whereas they can have more fun with the different
product line (Barnett & Mahony, 2016). However, company has involved other things in it’s
menu whereas other customers (parents) can spend good time while playing different games such
as free club bus, complimentary non-alcoholic beverages while paying machines, coffee, private
dinning access, complimentary café hot beverage and others. Due to these facilities company is
able to gain satisfaction of targeted customers.
MARKET SEGMENTATION VARIABLES
Carina Leagues Club uses market segmentation strategy to target it’s specified customers
for the specified product line (Johansson, 2017). There are four market segments of the market
segmentation strategy which are show in appendix 1.
Demographic
It is one of the major categories of market
segmentation strategy which is furthermore
subcategorized accordingly their age,
gender, income, education and family
situation. Carina Leagues Club uses this
market segment strategy to target their
specified customers (Camilleri, 2018). It has
numerous gaming products and other
Geographic:
It is another market segment that is
segmented accordingly geography. This
category is further sub-classified customers
according to physical location or region
(Beheshtian-Ardakani, Fathian &
Gholamian, 2018).