Marketing Report

Table of contents

Executive Summary 2

Introduction: 2

Scope: 2

Purpose: 2

Methodology: 3

Limitations: 3

Assumptions: 3

Background: 3

Company and Location Overview 3

Competitor Overview 3

Demographic 5

Consumer Behavior 7

Segmentation, Targeting & Positioning 8

Segmentation 8

Target Marketing 9

Positioning 10

Product 12

Conclusion 16

Reference List 17

Executive Summary

STA Travel is a travel agency which is specialized in the needs of students and young travelers by offering products and services for education, work, fun, and most of all the experience. In this report, a new located franchise has been set up in Whittlesea, Westfield Shopping Centre which is a busy shopping centre and newly opened. In this particular area, young people make a large proportion of the population which is easily to fit the purpose of the targeting segmentation that STA Travel is aiming. Furthermore, the differentiated target marketing strategy is used to help the company to satisfy the high speed of development of their own. With the band positioning, STA Travel defines the brand in the...