Marketsegmentation

Market Segmentation (Garret)

Market segmentation can allow a business to use data and allow for relevant conversation with its customers. It has long been known that a firm needs to understand the particular wants and needs of its customers in order to make a profit. Durango Sports Zone has a unique opportunity in the town of Durango with many different kinds of customers. Not only is Durango a premier tourist destination in the San Juan’s but it is also a small college town with a very high population of young citizens in the non-tourist season.

Fort Lewis College brings roughly four thousand students to Durango every year. All those students have a similar lifestyle and schedule. With a few thousand people in the same area every day, this segment is huge. Another is that students like to go out on the weekends. Durango has an exciting not life on main avenue. One establishment downtown has figured out how to get the athletes to come and spend money by offering coupons at Fort Lewis sporting events. So the biggest thing to take away from this segment is that students are on campus and they are downtown. By focusing on the location of advertising Durango Sports Zone can capitalize on the college population of Durango.

Another big segment is the tourist industry of Durango. With a ski resort twenty minutes out of town and the beautiful San Juan Mountains, Durango brings tourists from all over the world. The summer months bring huge numbers of people and DSZ has a prime location on Main Street. Tourists walk up and down main all day due to the close proximity of all the hotels. Many people from out of town aren’t necessarily coming to Durango to buy a jersey they can get at home so we need to be able to get people to come in off the street and get something they cannot get at home.

The last segment, locals, may be the hardest to reach in that Durango is such an outdoor oriented community. DSZ has already put a coupon in the monthly coupon...