In the past couple of years, the global shift toward selling and buying more eco-friendly products seems to have accelerated. In virtually any industry, environmental friendliness and sustainability have become a hot topic. The hospitality industry is no exception to this. The other day, you were having dinner at one of the fancier restaurants in town and you noticed your drinks came with stainless steel reusable straws. This has been the first time you came across them in the UAE. A quick search on Google is telling you that they are far from ubiquitous where you live - which makes you catch the idea to start selling them in the UAE too. After all, you believe the market is far from saturated. To substantiate this hunch, you are going to apply what we learned during our Marketing Management course and determine whether selling stainless steel reusable straws yourself would be a viable endeavour in the UAE

First, we are going to identify and outline 2 market segments that operate in this fragmented market. Make sure to document the i) psychographics, ii) demographics, iii) geographics, and iv) the segments' behavioural patterns of these 2 market segments. Substantiate each of the segments that you have identified by referring to both a piece of qualitative data and a piece of quantitative data that you have come across during your market research

Next, we need to target 1 of these segments, toward which you will be directing your marketing efforts. Argue why you believe your resources are best spent targeting this market segment.

we need to justify with references