Segmentation, Targeting, and Positioning Strategies in Marketing: A Case Study of Hyatt Hotel

Travel and Tourism
Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Segmentation Marketing Strategy................................................................................................1
Target Marketing Strategy...........................................................................................................2
Positioning Marketing Strategy...................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Hyatt Hotel, Birmingham. It is one of the popular hotels in the Birmingham which is a
part of American hospitality company Hyatt Hotels Corporation. It is situated in the
Birmingham's city centre. Currently this hotel has 24 floors and 319 number of rooms. Bar
facility also has provided by hotel. There is marketing plays very big role in this company,
because it is the main way for hotel to promote its services at the large scale.
MAIN BODY
Segmentation Marketing Strategy
Segmentation strategy is the first strategy under STP (Segmentation, Targeting and
Positioning) model. This strategy help to business or companies to divide their all customers in
small customer segments on the basis of their background. Customer segmentation is very
important task to the marketing team of Hyatt hotel, because team is always responsible to divide
all customers into different segments (Paurova, Gogolova and Kliestikova, 2019). According to
top-level management, segmentation of customer is base is too necessary task to fulfil actual
needs of customers in hospitality industry. Basically segmentation is most productive tool which
inform hotel about what kind of services should serve to the customers in market. Currently
different types of segmentations are used by this hotel which has been discussed below;
TYPE OF SEGMENTATION
Geographic Segment
Geographic segment is the first customer segment which is currently using by hotel.
Marketing team of company is able to divide their all customers on the basis of their location
through geographic segment tool. Hyatt hotel has large customer base in hospitality industry.
These all customers of hotel are not comes from same location, because it has some customers
from its own city and region, like Birmingham, England, some from other regions and some
from other countries, like Wales, Scotland. Ireland, US, Australia etc. That's why marketing team
has divided all customers on basis of their different locations. This step of team is help to hotel
for fulfilling all needs and demands of customers which comes from different locations.
Demographic Segment
This is another type of segmentation which uses this travel and tourism company (Li,
2017). Demographic segment help to company for dividing people on the basis of their
characteristics. For example; hotel has large customer base which comes from different age
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