three pages TARGET MARKET PROFILES

a business paper in three pages, i have ideas and get a outline already

HTM531- Hospitality Services Management Roe & Yang

Printed: February 12, 2013 c:\users\nanook\desktop\sfsu\s13-htm531\hw\130208 hw3

HW3 (INDIVIDUAL): TARGET MARKET PROFILES
(75 points) – Due 2/26/13 @210pm uploaded to iLearn and two(2) hardcopies in class

Assignment Description
This is an individual assignment. Maximum of three pages, excluding exhibits or a reference page. Identify and
justify the existence of two (2) customer segments for the client operation. Conduct baseline demographic,
geographic, psychographic, ethnographic research – whatever information you believe to be appropriate for the
purposes of selling the client’s services to those two markets. For each of the two markets, you must:

 Explain why each market is homogeneous and why it is important to target this one market as a group.
 Explain why the two markets chosen are heterogeneous and why it is important to make a distinction

between these two markets.
o In what way does grouping these customers together into these segments help management

better service their needs?
o Why should these two markets be service differently?
o How do the service needs differ between these groups?

 How would targeting these two groups separately help make a better service process or experience?

Remember, segmentation is only worthwhile if providing differentiated service to different segments makes
financial sense. As you write, ask yourself whether providing differentiated service to these two groups is
worthwhile from a business perspective.

At the end of each target market segment, list five (5) single‐word values you believe the segment will be willing
to pay for or become loyal to. These five values should be points that are readily apparent from the body of your
writing. In summary: Identify two (2) market segments for the client operation. Justify the segmentation chosen
with primary and secondary research. Distill the segments’ core values as a list five (5) words for each segment.
Support all your claims with evidence, and overtly state any assumptions that you may make.

Grading Rubric
Reasonability of Customer Segmentation – Application of Segmentation Theory (40%)
Are the customer segments reasonable for the given client site? Are the segments shown to be homogeneous
within group and heterogeneous between groups, logically grouped, and advantageous from a strategic
prospective?

Writing Proficiency – Competency of Argument (40%)
Did the writing include well-formed, insightful commentary, and analysis of the client operation? Were the
commentary, observation, and criticism well supported with evidence and reasoning? Key points we look for are:

 Is the description of the overall market accurate?
 Was sufficient research conducted, and evidence provided, to support the segmentation of these markets?
 Are two customer segments clearly identified?

ie. Do I get three different markets with different needs/behaviors/psychographics, etc.?
 Why are these segments relevant or important to the client?

ie. Why should the client segment its markets this way?
 What evidence is used to validate each segment’s importance?

ie. Why should I believe you? Why is your opinion valid?

Writing Proficiency ‐ Spelling, Grammar, Presentation (20%)
Were the course’s writing guidelines and specifications followed? Were Ten Commandments and Seven Deadly
Sins of business writing adhered to/violated or committed?

NOTE: APA Reference Format for Electronic Sources: http://owl.english.purdue.edu/owl/resource/560/10/

HTM531- Hospitality Services Management Roe & Yang

Printed: February 12, 2013 c:\users\nanook\desktop\sfsu\s13-htm531\hw\130208 hw3

TEN COMMANDMENTS OF BUSINESS WRITING

Short Sentences.
The philosopher Pascal once apologized for writing a long letter; if he’d had more time, he said, he’d have written a shorter
one. Mark Twain said he didn’t write Metropolis because he earned the same amount for writing City.

Short Paragraphs.
One idea, one paragraph.

Active Voice.
Not “the dog was walked by the girl.”

Necessary Words Only.
“Advance planning” equals “planning.” Put the news in the document’s first paragraph. Don’t overload the reader with
adjectives and adverbs. When it’s done, cut it 10%.

Simple Words, Action Verbs, Concrete Nouns.
“It behooves the writer to avoid archaic expressions” may be a true statement, but it’s a weak sentence. Use the S-V-O
(subject-verb-object) as the basis of any sentence. When jargon tempts you, remember that your audience doesn’t have the
same vocabulary that you do.

Consistent Tenses.
When you change tenses, have a reason. Don’t be afraid of the present tense.

Avoid Clichés Like the Plague.
Enough said.

Parallelism Creates Power.
Organize thoughts in parallel and use parallel construction to state them: “Our company locates oil deposits, refines
petroleum products, and sells gasoline.”

Show, Don’t Tell.
Follow a generalization with an example. When explaining a complex process, use everyday analogies.

Anecdotes and Quotations.
Use plenty. Don’t be afraid to use them.

SEVEN DEADLY SINS OF BUSINESS WRITING

Stacked Modifiers
The business has a distinguished track record in developing specialized and targeted market-value products.

Odd Punctuation
Food donations are being gathered at; Smith’s Café, city hall and the high school.

Grammar That Departs From Standard English
As the 34th largest U.S. exporter, trade is critically important to our company.

Interior Jargon
We have responded by making changes in key operating parameters of the process which will provide greater assurance of a
safe, stable, high-quality product. To further ensure process capability, we recently received approval for a major upgrade of
our process instrumentation which will allow us to better control our new operating parameters.

Overcapitalization
Our Machinery and Equipment businesses capitalized on their growing Leadership positions and market conditions to turn
in an outstanding performance in the third quarter.

Passive Voice
Food and fibers in Western and Eastern Europe, the Middle East, and Africa are protected by a range of products that are
effective against insects, weeds, and other pests.

Verbs Created From Nouns, and Vice Versa
Special working teams were established to impact the production process.

HTM531- Hospitality Services Management Yang & Roe

2/11/2013 1:26:51 PM C:\Users\Nanook\Desktop\SFSU\S13-HTM531\HW\130208 Rubrics

HW3: Target Market Profiles ID#: ______________________ Score: /75

Reasonability of Customer Segmentation
and Application of Segmentation Theory

Competency of Argument

Spelling, Grammar,
& Presentation

A  Presents two clearly distinct market segments
 Minimal overlap in characteristics. Groups are

heterogeneous
 Each group can be reached in a homogenous manner
 Segment characteristics make intuitive sense, and are

described with business relevance

 Opinions and facts are always:
 Used to support why these segments are different, and why

the chosen values represent the segments
 Researched (cited), or explicitly stated as based on experience.

 Argument is clearly made as to why it is important to segments
into these markets – why should the client care?

• Few grammatical, mechanical, and spelling errors
• Effective sentence structure with a variety of sentence styles
• Follows chosen style conventions consistently (APA, MLA, or

Chicago)
• Observes “Guidelines & Specifications” listed on prompt
• Maximum of one occurrence of a “Deadly Sin”

B

 Presents two clearly distinct market segments
 Minor overlap in characteristics – an occasional person

may belong to more than one segment
 Some segments are defined too broadly – they do not

represent a homogeneous population.
 Segment characteristics make some sense, might not be

intuitive, or are a bit too general.

 Opinions and facts are occasionally:
 Used to support why these segments are different, and why

the chosen values represent the segments
 Researched (cited), or explicitly stated as based on experience.

 Argument is made as to why it is important to segments into
these markets, but it is either not convincing, or it is not clear
‘why should the client care?’

• Some grammatical, mechanical, and spelling errors
• Varied sentence styles; syntax errors, if any, reflect use of

colloquialisms
• Follows style conventions consistently
• Observes “Guidelines & Specifications” listed on prompt
• Less than four occurrences of two different “Deadly Sins”

C  The two markets are somewhat distinct segments
 Much overlap in characteristics – most consumers would

belong to more than one segment
 Segments are defined too broadly or are not clearly

defined at all – within groups, they are too diverse and
do not represent homogeneous populations.

 Segment characteristics are generic, not business
relevant, or poorly defined.

 Opinions and facts are rarely:
 Used to support why these segments are different, and why

the chosen values represent the segments
 Researched (cited), or explicitly stated as based on experience.
 Argument is made as to why it is important to segments into
these markets, but it is either not convincing, or it is not clear
‘why should the client care?’

Includes some of the following:
• Frequent grammatical, mechanical, and spelling errors
• Formulaic and repetitious sentence structure
• Does not follow a style convention consistently
• Lacks several “Guidelines & Specifications” listed on prompt
• Several occurrences of “Deadly Sins,” but does not affect readability

or understandability

D  Presents ≤3 somewhat distinct market segments
 Much overlap in characteristics – most consumers would

belong to more than one segment
 Segments are defined too broadly or are not clearly

defined at all.
 Segment characteristics are generic, not business

relevant, and are poorly defined.

 There are no facts cited – all supporting ‘evidence’ is unqualified
opinion.

 No attempt has been made to explain why segmenting the market
into these groups, or the values they engender is useful for
management.

Includes some of the following:
• Excessive grammatical, mechanical, and spelling errors
• Sentences show errors of structures and lack variety
• Does not follow a style convention
• Lacks “Guidelines & Specifications” listed on prompt
• Occurrences of “Deadly Sins,” detracts from professionalism

F  Segments? What’s a segment?

 There are no facts cited – all supporting ‘evidence’ is unqualified
opinion.
 No attempt has been made to explain why segmenting the market
into these groups, or the values they engender is useful for
management.

• Grammatical, mechanical, and spelling errors affect comprehension
of text

• Simple sentences with excessive errors of structure
• Does not follow a style convention with consistency
• Lacks “Guidelines & Specifications” listed on prompt

Total
Points

/30 /30 /15

Notes:

Outline

Background about the client: name Café 101, located in the middle of the school, very busy, always has people in line, indoor café, has table and chair in front of it, very convenient location and wifi access, various drinks (coffee, shake, soft drink) and food (break, donut, sandwich, yogurt, ice cream), employees work very fast and efficient, line moves very fast, a very speedy café

Segment: usual customers, unusual customers

Why: usual customers know the café pretty well when unusual customers may need more time to work on the menu. Totally different groups, may need different levels of service or product

Homogeneous: both groups have to be treated nicely. Most customers are students, they usually are in hurry (maybe have class later) but still need a drink to refresh or need something to eat

Heterogeneous: usual customers always know what they want, and understand the menu pretty well, they realize that how they can customize the order (maybe can have more or less sugar, something like this), they may need only speedy service; unusual customers are not familiar with the menu, may have question on the menu, they may need more information about how to choose the right product, they may need suggestion

Better service: -provide combos that combine with drinks and pastry (these combos have to be in good nutritional value, the drink has to match the food with taste and texture) for unusual customers to better choose from the menu and sell more pastry; some usual customers just want to buy a drink, but when they realize there are combos on the menu, they may choose the nutritional combos instead; increase the selling of food and reduce the perishability of the food

-Offer labels that indicate the taste of each coffee because most customers buy coffee in the café, and unusual customers may not know the difference between each coffee; the labels can also give other choices for usual customers, some customers may only purchase one kind of drink every time, the labels can let them get to know about other drinks