You are a newly appointed marketing executive at a company that owns and operates Olympic-size swimming pools for the general public. The opening of a new facility is scheduled to be in 3 months from now and you are free to decide which segment(s) of the population you will target, such as families, recreational swimmers, fitness enthusiasts, 'loungers' (i.e., people who want to enjoy the club facilities and relax) and 'splashers' (i.e., learners who tend to splash a lot of water around due to poor form). At the same time, you want to make sure the capacity of the swimming pool is utilized to the fullest possible extent.

a.Discuss, with justification, what kind of targeting strategies you would adopt - a narrow focus strategy to target only 1 or 2 segments OR a broad focus strategy to cater to as many segments as possible. Please note that answers without justification will be given a zero.

b.Based on your answer to question a above, describe and justify 2 appropriate strategies that you will use to match capacity with demand.

c.Other than STP (segmentation, targeting, and positioning), explain with justifications how you would manage customer mix in this situation with the ultimate goal of optimizing the service experience for every customer.

Please give me some knowledge points that can be referred to