ANSWER ALL QUESTIONS BASED ON BELOW SCENARIO. A new hotel located in Putrajaya, Selangor has just been opened and are offering rooms for stays in with 200 rooms with the concept of modern resort and spa. The hotel is equipped with 2 landscaped swimming pools and a well appointed spa. The rooms at hotel come with private balconies that offer views of the pool or garden, free internet access, cable TV, fitness centre and other good recreation choices.

1) Propose a segment that you choose to target based on your evaluation from the four segmentation variables of your choice. Justify your choice for the market segment with support from reliable sources.

(10marks)

2) Justify your targeting choice and the market coverage strategy would you want to employ for that product market that you have targeted. Justify your targeting choice and market coverage strategy with support from reliable sources.

(10marks)

3) Develop the desired positioning that you wish to use for the target market that you have chosen and justify each of the combination of marketing actions that you will use to communicate your positioning choice to your target market with support from reliable sources.

(10marks)