B2B
1 like391 views
This document discusses market segmentation strategies for business-to-business tourism in Ottawa. It identifies seven key market segments: 1) Rideau Canal, 2) Gatineau Park, 3) Rideau River and lakes, 4) Parliament Hill, 5) ByWard Market, 6) Hotels, and 7) National art museums. These segments can be further described by criteria like geographic location, activities available, volume of visitors, and products/services offered. Analyzing segments based on profit potential, competition level, growth opportunities, and access costs would help businesses understand how to position themselves in the Ottawa tourism market.
B2B
- 1. Badr Moussadek Hybrid 2 Week 4 Business to Business Market Segmentation 1. What value are we trying to sell? Tourism in Ottawa can benefit from many criteria the city has. Therefore, segmenting this market can be a broad task. In this research I will present a narrowed (simplified) market segmentation to illustrate the strong aspect of the tourism market in Ottawa. To promote the tourism business to other producers, retailers, and government we have to let them understand the values of the market they are entering to by: Segmenting the market for them and emphasizing the benefits that their customers will have. Using descriptors of the market segment and showing them the strongest of the market they are entering to. Providing them with the necessary criteria of information and plan they can go through. On other hand, Ottawa got a strong market segments in the tourism field. For instance, we can find many attraction places, restaurants, shopping center, and fine chain of hotels to accommodate tourism and promote the city in wide range or even in niche market (Segmentation Discussion, 2002). 2. Which types of businesses in the Producer, Reseller, Government and Institution categories could we sell to? The riches of Ottawa tourism consist in its natural aspect and infrastructures; therefore, we can promote and emphasize both of them in details. Natural part contains; Rideau Canal which is the world’s largest naturally frozen skating ring (in the winter); Gatineau Park offers hiking, biking, and cross country skiing; Rideau river and lake enriches the area, in the summer, with beautiful colors and emotional view. The infrastructure part contain; Parliament hill that is a historical monument and where pomp, ceremonies and celebration are conducted; ByWard Market, offers most reputable shops and boutiques, over 80 restaurants and cafés, and a thriving nightlife; Hotels, most five star hotels like Westin and Sheraton along with water parks, National art museums and other facilities and entertainment (Official guide to travel and hotels, 2009). From the categories given we can chose producers like hotels and water parks that deliver unique and professional services; Reseller like one-of-a-kind shops and boutiques that resell clothing, perfumes, and merchandises; Government that govern and manage Parliament hill, convention centers, and National art museums. Business to Business Market segmentation Page 1
- 2. 3. Which descriptors would you choose to use to further segment these segments from #2 and why? The segment given above where a natural segment and an infrastructural segment, we expending both of them to include almost seven segments in total; however, they are not the limit of segments in Ottawa market. Furthermore, I have included the segmentation descriptors with example as the table below shows: Segment Detailed segments Descriptors Examples Rideau Canal geographic emphasize the advertising part of it Gatineau Park geographic create awareness of its activities Natural Rideau river and Geographic implement new activities and entertainment lakes attract more business by conducting new live parliament hill geographic/volume shows ByWard Market product use / volume implement new selling strategy/ new products Infrastructure product and service create new packages/ facilitate visa process for Hotels use visitors National art volume and size create guides and CD's information museums Table 1: Segmentation descriptors of Ottawa tourism 4. Which criteria would you use to profile and analyze the segments and why? Defining the criteria of each segment will be important for businesses to identify their long run existence in the market, it also give them a hint about how to enter the market and which strategy to use. The table below categorizes each segment with important criteria and the reason behind it: Business to Business Market segmentation Page 2
- 3. Segments Criteria Why? Rideau Canal profit good profit with less expenses as new parks are opening competition might Gatineau Park competition raise Rideau river and good profit, new opportunities, and located in lakes profit a central area parliament hill cost to access the cost might be high to access new shops, boutiques, new products and ByWard Market growth services new hotels might create competition but with Hotels competition the growth of tourism the effect will be small National art good profit and again less expenses with cost museums profit/ cost to access to access that might be higher Table 2: Criteria of tourism segmentation in Ottawa In conclusion, the segmentation of Ottawa tourism market is very large and encouraging market that most businesses will benefit from. Segmenting the market and show how strong it is can play a big role in new and existing companies to enter and expend their output and services. Bibliography Official guide to travel and hotels. (2009). Retrieved June 09, 2010, from Ottawa tourism: http://www.ottawatourism.ca/ Segmentation Discussion. (2010). Retrieved June 09, 2010, from Tourism Action society in the Kootenays: http://www.taskbc.bc.ca/documents/SegmentationDiscussionPaper_000.pdf Business to Business Market segmentation Page 3