Marketing 101 Niche Markets

The first 200 words of this essay...

1. Define the generic market for Mike Ball Dive Expedition. What are other possible markets?

2. Which segmenting dimensions are applicable to how MBDE segments to the dive market?

3. Discuss the Psychographic & Geographic segmenting dimensions for the diving consumer who forms the target market for MBDE

4. Identify market opportunities for Mike Ball. How could he reposition MBDE?

Introduction

This essay will discuss the segmentation dimensions of niche marketing, using the provided case study example of Mike Ball Dive Expeditions (MBDE). MBDE is a Cairns based international live-aboard dive expedition company, who provide dive services for the great barrier reef and the coral sea. According to its website, MBDE

MBDE caters for experienced diving enthusiasts by offering 6 different types of expeditions for novice to advanced divers with an empathasis on providing a quality customised service. The case study state that the region is known for some of the best diving in the world and that Mike Ball Dive Expeditions is positioned as a first-class live-aboard diving experience catering to the needs of the affluent, experienced diver.

Philip Kotler (2001) characterises an attractive niche, 'the customers in the niche have