Section 2 – Segmentation, Targeting & Positioning
a) Explain how the overall market could / should be segmented for ONE of the
following:

• Tourists coming to the UK looking to book a vineyard tour
  OR
• UK based customers looking to buy Hills wine online
  (10 marks)
  b) Identify your B2C target market as to who you would primarily target with the
  tour in terms of characteristics including demographics, behavioural,
  benefits sought and lifestyle.
  (10 marks)
  c) Explain what is meant by the term ‘positioning’ and suggest how the vineyard tour
  would be positioned in the consumer market.
  (10 marks)
  (30 marks)
  (900 words)
  (LO3)