An investigation into market segmentation: A consultancy project for Visit Wales

Abstract

This consultancy project aims to investigate the market segmentation used the client and their main competitors, in order to discover appropriate market segment(s) available for the client to exploit. This consultancy project aim to play an important part in Visit Wales' quest to gain competitive advantage over its key competitors. This project intends to achieve this by providing new and refreshed information on their target market and the actions of their key competitors, as well as an outsiders view on who they should be targeting. The client for this consultancy project is Ella Hastings of Visit Wales. Visit Wales is the Welsh Assembly Governments tourism team, within the Department for Heritage. Visit Wales is responsible for the promotion and development of tourism in Wales It was felt that the use of primary research would not have been appropriate for the research required for this project. So as primary data collected was ruled out, secondary research was deemed the more appropriate research method. This project primarily employed documentary secondary data, which included corporate and industry websites, regional/national tourism and marketing strategies. However, multiple source secondary data was also colleted from Government publications, and industry statistics. The other research method use were case studies, which were used for objectives one and two, which required detailed analyses into Visit Wales' market segments and the market segments of their five key competitors. This consultancy project has developed a series of three recommendations. The first and most important recommendation is, that Visit Wales research further and deeper into the six market recommendations. A secondary recommendation is the continual investigation of their key competitors segmentation activity. The final recommendation is that Visit Wales use the segmentation model, with or with out this projects recommendation, and distribute it amongst their stakeholders.