Write a report demonstrating how the marketing strategy of a Cruise ship company (e.g., P&O Cruises, Carnival etc.) would differ when targeting two different Roy Morgan lifestyle segments.
Specifically, pick a type of package cruise
and pick two Roy Morgan segments (see pp.408-409 in text) for them to
target. Then explain how the package cruise company's marketing strategy
(i.e. positioning and marketing mix (4p’s)) would need to differ for
each of the segments (Roy Morgan) chosen, use theory and evidence to
justify your choices.
In your answer you should choose a
cruise ship compnay that you have experience with or admire and would
like to work with in the future as the context for your discussion. If
they have more than one product or service, please choose one to focus
on.
This is a 5 step process
Step 1: Background
Identify
the cruise ship company you have chosen and provide a brief description
of the organisation, including the service/s they offer. (Use sources
to support this description)
Step 2: Theory
Describe
the Roy Morgan Lifestyle segmentation system. Discuss why lifestyles
are a useful way to segment the market. Pick two Roy Morgan segments to
target and briefly describe / profile each. (Use academic sources to
provide evidence)
Step 3: Application
Describe
the marketing strategy (i.e. positioning and marketing mix (4p’s)) you
would use to increase sales to each of the two segments you have chosen.
You need to justify each of the choices that you make using theory.
Also the choices should be consistent with the nature of the
organisation
NB: Remember to link back to the original question (above)
Step 4: Sources and Referencing
You are expected to use at least 6 academic sources for this assignment
Create a reference list using APA 6th style