The paper “ Eco-Tourists as the Customer Segment for the Urban Eco-Shacks" is a fascinating variant of case study on marketing. This paper presents an analysis of a case study, where Eco-Shack, an eco-friendly housing facility, has been developed, and where the owners (Paul and Doug) are keen on improving the marketability of the products although they have no marketing experience. The paper discusses typical bases for market segmentation and identifies the customer segment for the Urban Eco-Shack in Australia. It further describes the business segment that could be interested in standard Eco-Shack.
In addition, it discusses how the Urban Eco-Shack product could be branded and positioned in the market. Further discussion on a cost-oriented approach is present in addition to a customer-based approach as an alternative pricing approach (Sharp, 2013). In the case study, Paul and Doug are keen on improving the marketability of the Urban Eco-Shack and the standard Eco-Shack, innovative, and unique housing facilities that integrate environmental concepts. However, the owners have no marketing experience. In addition, attempts have been made to market the Eco-Shack products to the newspaper and advertisement websites to no success.
This paper discusses the possible options that both Paul and Doug should take (Sharp, 2013). Consumer Segment for Urban Eco-Shack in New ZealandThe Auckland-based house owners seem to be drawn to standard Eco-Shack than the Urban Eco-Shack on account of its environmental concepts. The prototype Urban Shack advertised in The New Zealand Herald and on Trade and Exchange has not been effective in achieving marketing the product. A possible solution is that a market segment should be performed. Segmenting the market refers to the process of identifying specific groups of customers who share certain characteristics or preferences within the broad-spectrum of the market.
The process involves dividing a market into sections or clusters that share a similarity or commonality in the types of customers they attract. The purpose is often to concentrate marketing force or energy on a particular market segment to gain a competitive edge within that segment (Civic Technologies, 2009).
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