Hospitality Marketing Week 2 Individual Project

Deliverable length: 1 page

Course Objective(s):

Define and demonstrate Market Segmentation
Assignment

You have just been hired as the new general manager of Golfino’s, an Italian restaurant inside of the Wild Weeds Country Club in Mobile, Alabama. The owners of Golfino’s lease the space from the country club. As the GM, your owners would like you to create a market segmentation profile on all of the country club members and their food and beverage (F&B) activity from the last year. The country club board of directors has agreed to give you this information, as well as their age, sex, and income, as follows:

John Dunn:
F&B activity: $2,000
Age: 62
Gender: Male
Income: $265,000
Home city: Mobile, Alabama
Debbie Dell:
F&B activity: $20,000
Age: 48
Gender: Female
Income: $265,000
Home city: Mobile, Alabama
Will Stanley:
F&B activity: $48,000
Age: 22
Gender: Male
Income: $200,000
Home city: Mobile, Alabama
Ian Woodrow:
F&B activity: $8,000
Age: 56
Gender: Male
Income: $1,200,000
Home city: Mobile, Alabama
Katie Grant:
F&B activity: $30,000
Age: 30
Gender: Female
Income: $200,000
Home city: Mobile, Alabama
Karrie Grant:
F&B activity: $30,000
Age: 30
Gender: Female
Income: $1,200,000
Home city: Mobile, Alabama
Activity

In your own words, define market segmentation. Describe the purpose of a market segmentation analysis.
Create an Excel spreadsheet for the owners with the variables that have been given to you by the country club board to turn in to your restaurant’s owners. Include the averages of the members from Mobile’s F&B activity and income.
Can you find variables in this market segmentation analysis that are inconsistent? What variables are consistent in this market segmentation analysis?
Based on the information that you have been given from the country club, what is the average level of F&B activity for a member in a year? Is there a correlation between F&B activity and age?
Based on the information that you have been given from the country club, find the correlation between gender and income. Please be able to support your answer.
Please submit your assignment.

You will be graded on the following:

Grading Criteria

Adhere to deliverable length, proper grammar, and APA format.

10%

Define market segmentation. Describe the purpose of a market segmentation analysis.

10%

Create an Excel spreadsheet for the owners with the variables that have been given to you by the country club board to turn in to your ownership. Include the averages of the members from Mobile’s F&B activity and income.

20%

Include your analysis and description of the variables that are inconsistent and variables that are consistent.

20%

Calculate the average F&B for a member in a year, and evaluate any correlations between money spent and age.

20%

Describe any correlation, if there is one, between gender and income, as well as between F&B activity and age. Answers should be supported, and suggestions should be provided that would support more F&B activity from the older members.

20%