You are required to apply the principles of segmentation, targeting and positioning to a given travel & tourism operation (Monarch Airlines). You should consider how it segments its customer base, the types of target marketing used and identify its positioning strategy using a positioning map. In addition, you should identify 2 specific target markets of the Monarch Airlines. Academic theory, models and frameworks should be used to support your report findings.
Introduction: what the report aims to do
Company overview: brief introduction of Monarch Airlines
Segmentation: one or two academic definitions, how the company segments its customer base. Identify 2 specific segments.
Targeting: one or two academic definitions, the types of target marketing used by Monarch Airlines
Positioning: one or two academic definitions, identify its positioning strategy using a positioning map
Conclusion: what has this report identified about the importance of segmentation, targeting and positioning for Monarch Airlines.
