This website uses cookies to ensure you have the best experience. Learn more

Segmentation And Target Market: Holland America Line

938 words - 4 pages

Holland America Line has been a recognized leader in the cruising industry of over 140 years. The cruise line visits exotic ports all over the world with award-winning service and five-star amenities. Holland America even offers enrichment programs and extensive activities on and off their ships. The company’s mission statement is, “Through excellence, we create once-in-a-lifetime experiences, every time.” This is quite a bold statement for a cruise line that caters to thousands of guests with varying services every year. Holland America’s fleet of 15 ships varies in size, and are considered to be much smaller and more intimate than other cruise lines like Carnival or Princess. The ...view middle of the document...

Holland America has to show that it is worth paying more because the value is in the service and offering more inclusive pricing. Each cruise line has to offer their own niche or special style of cruising and destinations to make it stand out. Holland America have smaller ships than most so they are able to dock in ports that the larger ships cannot, making them stand out over others in the industry.
While bargains can be found for Holland America through promotions and last minute pushes to fill the ship before a sail date, consumers do find that the prices are higher than other cruise lines that go to many of the same place. The mentality behind that largely because there is more luxury to a Holland America cruise, but also because that is the kind of guest the company wants to attract. Selling a room on a cruise is one small part to the profit of a cruise line. It is when the guests get on the ship and begin spending money onboard where the majority of money is made. Holland America wants guests that can afford a cruise, plus have the disposable income to spend money while sailing. It is a good example of how you are the company you keep. If Holland America Line wants to remain a premium luxury line they have to continue to provide by leading the premium luxury consumers to purchase. For example, a hotel package purchased through Holland America is expensive because the company will only associate itself with five star hotels and with the luxury rooms.
Brand positioning is the development of a brand's position in the market by heightening customer perception of the brand's superiority over other brands of a similar nature (Qfinance, 2009). The position of Holland America is delicate one. The company understands that the majority demographic is...

Other Essays Like Segmentation and Target Market: Holland America Line

Application Virtualization Market: Segmentation, Trends and Forecast 2016 – 2024

668 words - 3 pages market is the lack of awareness among masses regarding latest technological innovations. Application Virtualization Market: Segmentation Application virtualization market can be segmented on the basis of technology, application, platform, services, end-use verticals and geography. Based on technology, application virtualization market can be segmented into component object isolation, Dot net isolation, service isolation, application isolation

Demand and Supply of America Medicine Market

896 words - 4 pages Demand and Supply of America Medicine Market Associated with the quality life that modern society people pursued, an excellent health care is always concerned no matter where people are. However, the medicine demand and supply are an indispensible part of the chain. So there is a medicine issue of demand and supply in America, which eventually has required US government intervention is of serious concern. Initially, from the article, it is

Global In Vitro Diagnostics (IVD) Market - Size, Share, Analysis, Research, Report, Opportunities, Segmentation and Forecast, 2013 - 2020

1035 words - 5 pages Report Overview: In vitro diagnostics (IVD) is the technique of diagnostic test outside the human body in an artificial environment. The IVD market revenue is expected to reach $74.65 billion by 2020, from the market value of $53.32 billion in 2013, at a CAGR of 5.34% during 2014-2020. The global IVD market is segmented based on techniques, product type, usability, application, end user and geography (North America, Europe, Asia Pacific and

Market Study: Global and Chinese Syrup linkage production line Industry, 2009-2019: Trend, Share, Size, Growth and Forecast

751 words - 4 pages Global and Chinese Syrup linkage production line Industry, Market Research Report, Trends and Forecast Research 2009-2019 Number of Pages: 150 Published Date: Aug - 2018 According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Syrup linkage production line Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global and Chinese Syrup linkage

Market Study: Global and Chinese Filling linkage production line Industry, 2009-2019: Trend, Share, Size, Growth and Forecast

751 words - 4 pages Global and Chinese Filling linkage production line Industry, Market Research Report, Trends and Forecast Research 2009-2019 Number of Pages: 150 Published Date: Aug - 2018 According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Filling linkage production line Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global and Chinese Filling

Global and Chinese Hand sanitizer Industry, 2009-2019: Market Analysis, Opportunities, Segmentation and Forecast Research, Report,

647 words - 3 pages Global and Chinese Hand sanitizer Industry: Market Analysis Research Report, Trends and Forecast 2009-2019 Number of Pages: 150 Published Date: Jan - 2016 According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Hand sanitizer Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global and Chinese Hand sanitizer Industry, 2009-2019 is a

Global and Chinese Disposable diaper Industry, 2009-2019: Market Analysis, Opportunities, Segmentation and Forecast Research, Report

669 words - 3 pages Global and Chinese Disposable diaper Industry: Market Analysis Research Report, Trends and Forecast 2009-2019 Number of Pages: 150 Published Date: Jan - 2016 According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Disposable diaper Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global and Chinese Disposable diaper Industry, 2009-2019

Market Study: Global and Chinese Blood Glucose Monitoring Device Industry, Segmentation, Future Growth And Outlook Development Research Report 2009-2019

698 words - 3 pages Global and Chinese Blood Glucose Monitoring Device Industry, Market Research Report, Trends and Forecast Research 2009-2019 Number of Pages: 150 Published Date: Jul- 2014 According to a new market report published by Prof Research Reports Market Research Report on Global and Chinese Blood Glucose Monitoring Device Industry: Market Analysis, Size, Share, Growth, Trends and Forecast Report 2009-2019. Global and Chinese Blood

Cruise Line Paper

886 words - 4 pages Abstract The purpose of this research paper is to examine the marketing segmentation and positioning approaches of the cruise line industry. The paper focuses on the four different types of cruises and their characteristics and the positioning approaches cruise lines use to attract their customers. Marketing Segmentation Market segmentation is the process of defining and subdividing a large homogenous market into clearly identifiable

Marketing Plan

935 words - 4 pages Market segmentation and positioning Angelika Brix Bartosz Konior Stephan Richter November 2006 Overview: Market segmentation Consumer Markets Organizational Markets Evaluation of segments Target Market Positioning and Repositioning (c) Brix, Konior, Richter 2 What is Market segmentation? „...the identification of individuals or organizations with similar characteristics that have significant implications for the determination of marketing

Ahbai Segmentation

2339 words - 10 pages basis for this particular segmentation. Demographic segmentation can be seen as the major factor when marketers need to locate a target market, as it is often the most accessible and cost-effective way (Schiffman et al 2001, pg. 59). The AHBAI website doesn’t really focus on a demographic segment in particular, but they do focus on the more ethnic population of America. They eagerly promote that the AHBAI members are there to ‘serve Black America

Related Papers

Segmentation And Target Market Paper

656 words - 3 pages Segmentation and Target Market Paper Introduction Samsung as a company uses mainly lifestyle and demographic variables in segmenting their market. The company should, however, lay more emphasis on the changing lifestyles of the young generation and cater for their ever-changing needs. In order to regain market share, the company can segment the market into rural and urban people. The agricultural targets will help increase the market share

Explain How You Would Use Segmentation By Income And Expenditure Patterns To Determine The Target Market For Sony Cybershot Camera... Essays And Term Papers

1101 words - 5 pages Lesson Title:   Words Bible Reference:  Proverbs 12:18-22 Target Age Group: Elementary to Middle School Learning Context: Sunday School Target Time Frame: 45 minutes Memory Verse: “The words of the reckless pierce like swords, but the tongue of the wise brings healing.” Proverbs 12:18 Learning Aim:  1. Use your words to build others up, not tear them down. Basic Supply List: 1. Bible 2. Chalk/Chalk board 3. Construction

Company Introduction. Market Segmentation And Product Positioning

959 words - 4 pages making investment decisions. 2. Identify the marketing segment for the product and provide a rationale for this segment. Discuss the target market and provide a rationale for this target market. The target segment or market segment to exploit for our products include both men and women from upper segments of the society or high net-worth individuals that can afford our premium technology products. The target customers, apart from being

Company Introduction, Market Segmentation, And Product Positioning

1821 words - 8 pages My company Change Your Life Fitness is a non-typical gym. Our goal at Change Your Life Fitness is to put fun back into fitness. Change Your Life Fitness has been formed to meet a specific need in an ever increasing competitive market. How is Change Your Life Fitness different? We offer a plethora of services, but you only pay a small fee for the services that you want to take advantage of. Our fitness center has no sign up fee(s) and only a ten