Marketing Management

TASK: Write a case study on segmentation, targeting and positioning for a service outlet of your choice (Bank, Hospital, Hospitality, etc.) in UAE.
Your report should include:
• A brief introduction to the company and its products
• A theoretical literature review on the following concepts – segmentation, targeting and positioning
• A detailed description of variables used by the service outlet of your choice to segment the market – please support your answer with examples.
• An evaluation of the attractiveness of the target segment using Porters five-force model.
• POP and POD’s for your chosen service.
• Draw a perceptual map that will help you analyse the market position of your chosen service outlet.
• Conclusion and recommendation