Introduction
Generally, a competitive market requires business organizations to formulate methods of operations ranging from the products to the type of consumers they serve. Having a clear picture of the market segmentation is essential in enabling an entity to plan and strategize its activities. Based on the case study, Grand Targhee is facing significant competition in the industry thus it needs proper market segmentation to compete with other players in the sector.
Target Market Segment
Based on the case study, the Grand Targhee should target teenagers. Generally, youths especially those in middle high school and college are more likely to register and engage in ski resort activities. By focusing on the population group, it will be easier for the firm to have a large market share enabling it to dominate the sector (Katsikeas et al., 2019). Teenagers spend significant time entertaining themselves which will prompt them to enroll in the programs. Furthermore, most parents view the operations as an opportunity to enhance sporting talent hence they will be willing to facilitate the participation of their young ones in the ski resort (Kotler et al., 2016). The market structure is demographic since the focus is on the age structure of the customers.
Buyer Persona
Jane McCall, a career-oriented lecturer at Idaho University is a 37-year-old mother with two children. She has little time to ensure that her young ones have quality time with her. However, the two children aged 10 and 16 years old have interests in skiing and horse riding. Jane would want the most careful and friendly trainees to do this job for her. In order to achieve this level of satisfaction, Jane will opt for a firm that specializes mainly in handling youths to provide the services to her children
Positioning Statement
The Grand Targhee provides excellent skiing and horse riding programs to teenagers. We have qualified and friendly trainers with the optimal ability to interact with and train the youths. Our various services will advance your child’s sporting experience and enhance their fitness.
Conclusion
For Grand Targhee Resort to continue surviving in a competitive business environment, it should always focus on customer satisfaction and embrace positive customer-to-instructor interaction. By focusing on the youth population, the firm will increase its market share and attracts more customers. The resort should always make it a choice for the guests to choose the services they need at the appropriate time.
References
Katsikeas, C., Leonidou, L., & Zeriti, A. (2019). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review. Web.
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2016). Marketing for hospitality and tourism (7th ed.). Pearson.