three pages TARGET MARKET PROFILES

HTM531- Hospitality Services Management Roe & Yang

Printed: February 12, 2013 c:\users\nanook\desktop\sfsu\s13-htm531\hw\130208 hw3.doc

HW3 (INDIVIDUAL): TARGET MARKET PROFILES (75 points) - Due 2/26/13 @210pm uploaded to iLearn and two(2) hardcopies in class

Assignment Description This is an individual assignment. Maximum of three pages, excluding exhibits or a reference page. Identify and justify the existence of two (2) customer segments for the client operation. Conduct baseline demographic, geographic, psychographic, ethnographic research – whatever information you believe to be appropriate for the purposes of selling the client’s services to those two markets. For each of the two markets, you must:

 Explain why each market is homogeneous and why it is important to target this one market as a group.  Explain why the two markets chosen are heterogeneous and why it is important to make a distinction

between these two markets. o In what way does grouping these customers together into these segments help management

better service their needs? o Why should these two markets be service differently? o How do the service needs differ between these groups?

 How would targeting these two groups separately help make a better service process or experience? Remember, segmentation is only worthwhile if providing differentiated service to different segments makes financial sense. As you write, ask yourself whether providing differentiated service to these two groups is worthwhile from a business perspective. At the end of each target market segment, list five (5) single‐word values you believe the segment will be willing to pay for or become loyal to. These five values should be points that are readily apparent from the body of your writing. In summary: Identify two (2) market segments for the client operation. Justify the segmentation chosen with primary and secondary research. Distill the segments’ core values as a list five (5) words for each segment. Support all your claims with evidence, and overtly state any assumptions that you may make. Grading Rubric Reasonability of Customer Segmentation – Application of Segmentation Theory (40%) Are the customer segments reasonable for the given client site? Are the segments shown to be homogeneous within group and heterogeneous between groups, logically grouped, and advantageous from a strategic prospective? Writing Proficiency – Competency of Argument (40%) Did the writing include well-formed, insightful commentary, and analysis of the client operation? Were the commentary, observation, and criticism well supported with evidence and reasoning? Key points we look for are:

 Is the description of the overall market accurate?  Was sufficient research conducted, and evidence provided, to support the segmentation of these markets?  Are two customer segments clearly identified?

ie. Do I get three different markets with different needs/behaviors/psychographics, etc.?  Why are these segments relevant or important to the client?

ie. Why should the client segment its markets this way?  What evidence is used to validate each segment’s importance?

ie. Why should I believe you? Why is your opinion valid?

Writing Proficiency ‐ Spelling, Grammar, Presentation (20%) Were the course’s writing guidelines and specifications followed? Were Ten Commandments and Seven Deadly Sins of business writing adhered to/violated or committed? NOTE: APA Reference Format for Electronic Sources: http://owl.english.purdue.edu/owl/resource/560/10/

HTM531- Hospitality Services Management Roe & Yang

Printed: February 12, 2013 c:\users\nanook\desktop\sfsu\s13-htm531\hw\130208 hw3.doc

TEN COMMANDMENTS OF BUSINESS WRITING Short Sentences. The philosopher Pascal once apologized for writing a long letter; if he'd had more time, he said, he'd have written a shorter one. Mark Twain said he didn't write Metropolis because he earned the same amount for writing City.

Short Paragraphs. One idea, one paragraph.

Active Voice. Not "the dog was walked by the girl."

Necessary Words Only. "Advance planning" equals "planning." Put the news in the document's first paragraph. Don't overload the reader with adjectives and adverbs. When it's done, cut it 10%.

Simple Words, Action Verbs, Concrete Nouns. "It behooves the writer to avoid archaic expressions" may be a true statement, but it's a weak sentence. Use the S-V-O (subject-verb-object) as the basis of any sentence. When jargon tempts you, remember that your audience doesn't have the same vocabulary that you do.

Consistent Tenses. When you change tenses, have a reason. Don't be afraid of the present tense.

Avoid Clichés Like the Plague. Enough said.

Parallelism Creates Power. Organize thoughts in parallel and use parallel construction to state them: "Our company locates oil deposits, refines petroleum products, and sells gasoline."

Show, Don't Tell. Follow a generalization with an example. When explaining a complex process, use everyday analogies.

Anecdotes and Quotations. Use plenty. Don't be afraid to use them. SEVEN DEADLY SINS OF BUSINESS WRITING

Stacked Modifiers The business has a distinguished track record in developing specialized and targeted market-value products.

Odd Punctuation Food donations are being gathered at; Smith's Café, city hall and the high school.

Grammar That Departs From Standard English As the 34th largest U.S. exporter, trade is critically important to our company.

Interior Jargon We have responded by making changes in key operating parameters of the process which will provide greater assurance of a safe, stable, high-quality product. To further ensure process capability, we recently received approval for a major upgrade of our process instrumentation which will allow us to better control our new operating parameters.

Overcapitalization Our Machinery and Equipment businesses capitalized on their growing Leadership positions and market conditions to turn in an outstanding performance in the third quarter.

Passive Voice Food and fibers in Western and Eastern Europe, the Middle East, and Africa are protected by a range of products that are effective against insects, weeds, and other pests.

Verbs Created From Nouns, and Vice Versa Special working teams were established to impact the production process.