Springhill Guest House
Topics: Marketing research, Market research, Target market, Marketing / Pages: 6 (1268 words) / Published: Jul 14th, 2011

CASE STUDY- SPRINGHILL COUNTRY GUEST HOUSE

1. INTRODUCTION 2. THE BEST TARGET SEGMENT 3. THEIR MEDIA / INFORMATION SOURCE HABITS 4. PREFERENCES BASED ON PREVIOUS PURCASING 5. THE KEY BUYING CRITERIA

1. Introduction
Springhill Country Guest House is a large hotel and conference facility owned and operated by the Jackson Family in Queensland.
They have a lot of features such as general hospitality, conferences and orchard.
Springhill aims to maintain its current growth and continues to develop and strengthens the Springhill brand. It also adds new product to the Springhill brand.

2. The best target segment
Springhill believes their best segment will be based on a correlation of income and some key lifestyle factors (specific personal interests, hobbies) specific availability and previous similar purchases /trips)
By the analysis of the Market Research, the best segment is the Very Busy People (VBP) to Springhill. Usually, they have high interested in food and they feel they are successful or capable of success. Therefore, they look for quality or value, not much consider about the cost. Moreover, they want to have a “special holiday experience”.

Example of Data to be analysed - From the Springhill Country Guest House Market Research Analysis - 1 | Resp | age (Years) | income ($K) | Combined Income ($K) | Holidays (days) | Holiday Budget ($K) | Business Trips per Yr | # of Holidays per year | # of times eat out per week | 1 | 50 | 100 | 250 | 10 | 12 | 7 | 4 | 2 | 2 | 35 | 70 | 100 | 5 | 5 | 3 | 3 | 3 | 3 | 65 | 250 | 250 | 11 | 13 | 2 | 1 | 1 | 4 | 40 | 65 | 95 | 7 | 4 | 4 | 2 | 3 | 5 | 27 | 120 | 185 | 6 | 8 | 5 | 3 | 5 | 6 | 40 | 85 | 85 | 10 | 5 | 9 | 2 | 4 | 7 | 35 | 95 | 120 | 15 | 6 | 1 | 3 | 2 | 8 | 53 | 55 | 70 | 9 | 3 | 0 | 2 | 3 | 9 | 55 | 45 | 195 | 8 | 10 | 0 | 4 | 2 |

Example of Data to be analysed - From the Springhill Country Guest House

3. The media/information source

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