3.1 market segmentationMarket segmentation is the basis of selecting a target market and dividing the total market it into smaller submarkets.
we can design the right combination of products, services, prices, promotions and distribution systems to meet the needs and desires of customers in the market segment. 3.1.
1 demographic segmentationSweden has a total population of 10 millions of which 2.3 million has a foreign background.The Stockholm is the most population city in Sweden,it has 1,250,000 inhabitants.
The second largest city is Gothenburg, with 510,500 inhabitants.The third largest is Malmö in the south, with 258,000. The largest city in the north is Umeå with 76,000 inhabitants.
Approximately 85% of the population lives in urban areas. Therefore we will focus on the urban areas and these main cities. These Urban residents will be our target group.3.1.2 geographic segmentationSweden is the third-largest country in the European Union and is the biggest country in Scandinavia.Sweden has a long coastline on the eastern side.
It has 450,295 square kilometres.The capital city is Stockholm, which is the largest city in the country.It is located in the east of Sweden, the dominant city for culture and media. The second largest city is located in the West of Sweden.
The third largest city is located in the south of Sweden. They are port cities. As the North of Sweden is plateau?the 90% Swidish live in the middle and south of Sweden. Therefore we will focus on the middle and south of Sweden, we also will focus on coastline. These residents will be our target group.
3.1.3 Psychographic segmentationThe Swedish like swimming, sunshine and barbecue.
They want to get dark skin, that means they have money and time for holiday. 3.2 positioningOur destination spa on Koh Samui in Thailand. Our spa will open in 1st January 2018.Attracting Swedish female to Thailand is our objective. We compare other 3 hotels in Koh Samui.Firstly, we looked at Anantara Bophut Koh Samui Resort, it has spa, wellness and water sports.It also sale some special offers.
There are many different price of packages. The price of the room is approximately €425/night.The website has different languages.Secondly, we looked at Sareeraya Villas & Suites, it has spa and wellness, the price of the room is approximately €280/night.
Lastly, we looked at Prana Resort Nandana, it only has spa, the price of the room is approximately €110. We can see if the resorts have more functions and activities, then the price is high, because the value of resort is better.