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Sustainability Marketing

ISBN : 978-1-80071-245-4 , eISBN : 978-1-80071-244-7

Publication date: 5 May 2021

Sharma, R.R. , Kaur, T. and Syan, A.S. (2021), "Market Segmentation, Targeting and Positioning", Sustainability Marketing , Emerald Publishing Limited, Leeds, pp. 119-132. https://doi.org/10.1108/978-1-80071-244-720211009

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Market Segmentation, Targeting, and Positioning

• First Online: 09 May 2021

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• Richard George 2  

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This chapter explores market segmentation as well as how tourism and hospitality marketers can position their offerings to gain a competitive advantage in the marketplace. It begins with an explanation of market segmentation, which is essential for designing and implementing a marketing mix. It considers how tourism and hospitality companies decide on which market segments to focus their marketing efforts. It also discusses the criteria used by the marketer to ensure effective segmentation: using demographic, psychological, and behavioural criteria. Further, it discusses the process of target marketing and the different approaches that a tourism and hospitality organisation can take. The chapter concludes with a discussion of market positioning and how companies can position their offerings to gain a competitive advantage. Lastly, the chapter’s case study examines these principles in the context of Moxy Hotels , designed to capture the millennial traveller market, and owned by Marriott Hotels International Group .

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George, R. (2021). Market Segmentation, Targeting, and Positioning. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_7

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Linking global market segmentation decisions with strategic positioning options

2005, Journal of Consumer Marketing

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• DOI: 10.1007/978-3-319-49849-2_4
• Corpus ID: 168861437

Market Segmentation, Targeting and Positioning

• M. Camilleri
• Published 1 December 2017
• Marketing Science eJournal

16 Citations

The role of market segmentation and target marketing strategies to increase occupancy rates and sales opportunities of hotel enterprises, sources of price elasticity of demand variability among spanish resort hotels: a managerial insight, segmenting e-commerce customer through data mining techniques, big data and firm marketing performance: findings from knowledge-based view, differentiation of clients based on behavioral data using domestic software, e-commerce websites, consumer order fulfillment and after-sales service satisfaction: the customer is always right, even after the shopping cart check-out, choosing the optimal segmentation technique to understand tourist behaviour, exploring competitive hotel selection attributes among guests: an importance-performance analysis, preparing a big data utilization communication strategy, destination marketing and tourism entrepreneurship in ghana, related papers.

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Integrating trade-in strategies for optimal pre-positioning decisions in relief supply-chain systems.

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Ju, Y.; Hou, H.; Yang, J.; Ren, Y.; Yang, J. Integrating Trade-In Strategies for Optimal Pre-Positioning Decisions in Relief Supply-Chain Systems. Systems 2024 , 12 , 216. https://doi.org/10.3390/systems12060216

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Sealed Air’s Strategic Leadership and Market Positioning Prompt ‘Buy’ Rating

Sealed Air ( SEE – Research Report ), the Consumer Cyclical sector company, was revisited by a Wall Street analyst today. Analyst Philip Ng from Jefferies assigned a Buy rating on the stock and has a $47.00 price target.

Philip Ng has given his Buy rating due to a combination of factors surrounding Sealed Air’s strategic leadership decisions and their market positioning. The appointment of Patrick Kivits as the new CEO is a pivotal move, with his proven track record in the packaging industry being a significant positive. Kivits’ experience is expected to foster growth and drive the company’s commercial and operational transformations. Moreover, his appointment reflects the company’s commitment to innovation in fiber-packaging alternatives, positioning Sealed Air to capitalize on the increasing demand for sustainable packaging solutions.

Additionally, the retention of key executives such as Emile Chammas and Dustin Semach provides continuity in leadership, which is crucial for maintaining the momentum of current restructuring initiatives. This stability at the top management level is seen as a catalyst for Sealed Air to pursue growth avenues effectively. Ng’s outlook is also buoyed by the positive feedback from former colleagues of Kivits, who describe him as a leader with strong commercial and operational insight, which further reinforces the decision to maintain a Buy rating for Sealed Air’s stock.

According to TipRanks , Ng is a 5-star analyst with an average return of 11.7% and a 59.63% success rate. Ng covers the Consumer Cyclical sector, focusing on stocks such as International Paper Co, Ball, and Sealed Air.

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Sealed Air (SEE) Company Description:

Sealed Air Corp. engages in the provision of food safety and security, facility hygiene and product protection services. It operates through the following segments: Food Care, Diversey Care, Product Care, and Other. The Food Care segment focuses on providing processors, retailers and food service operators a broad range of integrated system solutions that improve the management of contamination risk and facility hygiene during the food and beverage production process, extend product shelf life through packaging technologies, and improve merchandising, ease-of-use, and back-of-house preparation processes The Diversey Care segment represents the broad offering of Diversey branded system solutions for facility hygiene, food safety and security, and infection control. The Product Care segment offers costumers a portfolio of Product Care systems designed for use across a range of applications and industries. The Other segment involves medical applications and new venture businesses. The company was founded by Alfred W. Fielding and Marc Chavannes in 1960 and is headquartered in Charlotte, NC.

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2024 • 24–6

Research department working papers, the pass-through of gaps between market rent and the price of shelter.

Shelter is the largest component of the Consumer Price Index (CPI), comprising 36.2 percent as of February 2024. Consequently, the price of shelter can play a crucial role in driving inflation dynamics and in informing central bank decisions. Several studies demonstrate that the price of shelter as measured in the CPI (CPI shelter) tends to lag market rent because market rent reflects only the rents paid by new tenants, whereas CPI shelter captures rents paid by new and existing tenants. This paper refers to the difference between market rent and CPI shelter (relative to the baseline) as the “market–shelter gap.” It uses data at the metropolitan statistical area (MSA) level to examine the longer-term dynamics of market rent and CPI shelter. More specifically, it studies the pass-through of the market–shelter gap into CPI shelter to determine whether (1) market-shelter gaps return to zero without further shocks, (2) how quickly market-shelter gaps close, and (3) whether market-shelter gaps close as a result of changes in CPI-shelter growth or due to changes in market-rent growth.