Marketing Planning

The marketing planning revolves around three major concepts the swimming pool organization must consider: the segmentation criteria applied to the audience, the identification of the target market, or markets, and finally, the positioning of their products and services.

Segmentation

There are numerous criteria used to segment the market and identify those particular groups of individuals to which to address the service. The most relevant criteria include demographics, income or personal preferences and capabilities of the individuals in the segment (Brown, 2007). But the selection of the most relevant segmentation criteria must be made relative to the type of activity conducted by the organization. In this order of ideas, the segmentation criteria most relevant for the swimming pool company revolve around:

Financial capabilities of the customer - regardless of them being corporate or individual clients, they must all be able to pay the fees for the cleaning, repairing or...
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