The Segmentation / Positioning Assignment
(Hotels That Don’t Miss A Beat)
Amora, Ray (150481190)
Islam, Aminul (134662196)
Labib, Naim Reza (116347204)
Lam, Kit Hang Teresa (119889202)
Mitu, Tasmina Akter (104062203)
Seneca College
MRK233NHC
Professor Ronit Teschner
February 19, 2021
TABLE OF CONTENTS
Table of Contents
INTRODUCTION.................................................................................................................................................................1
I.LOCATION..........................................................................................................................................................................1
II.PRIMARY TARGET GROUP..........................................................................................................................................4
III.) NAME AND POSITIONING STATEMENT..............................................................................................................9
IV. CONCLUSION...............................................................................................................................................................10
REFERENCES:...................................................................................................................................................................11
HTTPS://WWW.DURHAMRADIONEWS.COM/ARCHIVES/93864...................................................................11
1
Introduction
Toronto is the headquarters of Four Seasons Hotels and Resorts and we are opening a new
Music Themed Boutique Hotel here at Yorkville in the late Spring 2021. As a Director of the
Boutique Hotel Division, we understood that Toronto is the music home of the Canadian
music industry so we would like to recommend opening a Jazz themed hotel which is named
as Four Seasons Blues Hotel. In the following report, we would like to elaborate our reasons
for the location recommendation along with the SWOT analysis. Also, we would discuss our
primary target market in terms of demographic, psychographic and behavioural segments.
Lastly, we would include the positioning statement of the hotel.
I. Location
Recommendation:
We recommend Yorkville as the location for our new Music Themed Boutique hotel as this is
a top destination and with galleries and high-end restaurants which meet our target customer
group.
Rationale:
Yorkville is the home of Toronto’s original music and the Riverboat coffee house was the
most famous club in Yorkville (Hauch, 2015). There are weekly performances by different
artists and remembered as a major cultural landmark (“History”, n.d.). It was known as The
Village of Yorkville which was established in 1830 and developed as a residential
neighborhood in 1883. Nowadays, Yorkville transformed to be an upscale district with a
combination of luxury shopping and restaurants (“What Yorkville was like”, 2017).
Figure1-Yorkville neighborhood. https://www.thestar.com/news/gta/2015/07/16/once-upon-a-
city-yorkville-home-of-torontos-original-indie-music-scene.html
2
It is just minutes away from downtown and there are stylish designer boutiques and world
class galleries nearby. The Royal Conservatory of Music is just located within walking
distance from our hotel for music lovers. Koerner Hall is a 1,135-seat venue for all music
genres such as classical, jazz and world music (Koerner Hall, 2021).
Figure2-Koerner Hall. https://www.rcmusic.com/about-us/rcm-venue-rentals/koerner-hall
Strengths:
1. We have unique facilities of 5 recording studios with BOSE home theatre speaker
system to provide a high-quality music experience for our guests (BOSE, n.d.) and
professional sound insulation system.
2. We host live music performances in our lobby lounge every weekend, also invite the
Jazz band and world’s finest musicians to gather the Jazz lovers.
Weaknesses:
1. Yorkville place is very expensive, so the customers are not willing to stay
longer in this area if the service is not so highly qualified. (Akron, 2015)
2. The local economy will not help the hotel and restaurants for business
purposes. So, it is very difficult to cope up with the expenses. (Akron, 2015)
Opportunities:
1. Yorkville is located downtown where home to art galleries and museums, it is a high-
end shopping district in Toronto and well-known for its elegant shopping and restaurants
(Bazis.ca, 2014).
2. This is a cultural hub that is popular for both locals and tourists while The Toronto
Reference Library, the Royal Ontario Museum, the Gardiner Museum of Ceramic Art are
all just within walking distance in Yorkville (Padykula, 2019).
3
Threats:
1. Falling glass is both a threat for the clients and the hotel authorities. “Yorkville
was closed near the Four Seasons Hotel on Tuesday afternoon because of
the threat of falling glass from the 51st floor.” (DURHAM
RADIONEWS.COM,2016)
2. Yorkville has a huge reconstructed area that is very dangerous for parking and
side walking. This problem can cause a severe accident at any time. The
robbers and stealers stay in the street. They can do harmful activities with
normal people. This neighborhood is not a safe place to stay. (Akron, 2015)
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II.PRIMARY TARGET GROUP
Demographic Segmentation
"Demographic segmentation is the process of dividing your market into segments
based on things such as ethnicity, age, gender, income, religion, family composition,
and education," according to KyLeads (2020). In the targeting market group,
demographic segmentation is one of the most common segments. It allows us to
identify individuals if they are appropriate for the hotel we are setting up. Qualifying
with the variables that would have a significant impact on the creation of a business,
things we should mainly consider are the age, gender, income of the person and
many more. As the location for the Four Seasons Blues Hotel, we recommend
Yorkville, considering the demographic location that is very suitable for this next
research segment base. Below are the charts we collected from Nexthome.ca
(2021).
Complete
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We can say from this study that this location is suitable for our theme selected by
jazz music lined with Four Seasons Blue Hotel in order to promote its uniqueness
among the competitors in this location. With the detailed graphs, we can categorise
the percentage shown in each criterion being tabulated in each segment. We can
see its efficiency by applying the SWOT analysis we have done. We further
recommend this location.
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Psychographic Segmentation
The psychographic division could be a strategy utilized to group future, current or
past clients by their shared identity characteristics, convictions, values, demeanours,
interface, ways of life, and other components. Recognizing these vital components
can be an efficient way of showcasing the same item or benefit to individuals from
distinctive socio economics groups, geographies, or other characteristics. According
to expert marketers, this strategy will eventually abdicate the most prominent pay off
in numerous ways: purchasing number and recurrence, lifetime esteem, allegiance,
and more. (Directive Group, n.d.). The Psychographic segmentation would help us
understand the lifestyle and preferences of potential customers in the Yorkville area
for our jazz themed Four Seasons Blues Hotel. Yorkville is one of the most luxurious
neighbourhoods in Toronto. In the Yorkville area, grace and style are the keys.
Restaurants and stores oblige riches and fulfil the need for extravagance brands.
This area is located in the core of the city and along these lines, it is an exceptionally
dynamic local area, where the line between business and social is concealed. The
region is greatly active as it is a well-known goal for customers, sightseers, and
hopefuls. Yorkville's community is a combination of ages. Young adults, fashionistas,
entrepreneurs, and affluent artists and designers, musicians are there.
(Nexthome.ca, 2021). Yorkville is a good spot for music lovers. Based on this
Psychographic segmentation, Yorkville is the best location for our jazz themed Four
Seasons Blues Hotel.
Behavioural Segmentation
Behavioural segmentation refers to a marketing process that, when interacting with a
specific company or website, divides clients into segments depending on their
behaviour patterns (Jones, 2020). Such segments could include customer grouping
by:
● Their attitude to your brand, product or service;
● Their use of your service or product,
● Their overall knowledge of your brand and the products of your brand,
● Their buying trends, such as buying only on special occasions, such as
birthdays or holidays, etc.
Behavioural segmentation not only shows an organization what product or service a
particular consumer category wants. When evaluating consumer actions, acquisition,
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commitment, and retention are all essential considerations to bear in mind. It can
help us achieve a sustainable and positive behavioural segmentation approach by
recognizing the right channels consumers will engage with our service. It allows a
company to learn what platforms they often use and what kind of messages they
respond to, so that a company can maximize its conversions. Since we would know
which segments customers spend the most and how they spend, we can better
allocate our efforts to target them. Looking at each segment's dynamics, we will
recognise developments and prepare for the future more effectively. (Clever Tap,
2020).
In this way we could apply this type of segmentation to Four Seasons Blue Hotel in a
way that to entice prospective clients with our theme which is Jazz Music for it will
add on to the company’s image. Four Seasons Blues Hotel's main objective is to
understand how to address customer groups' specific needs and desires, customise
your product or service to meet those needs and desires, discover opportunity to
improve the customer's journey, quantify your business's potential value, and
develop a smart marketing plan to promote and broaden your upcoming customers.
After exploring this location, we can say that it is perfect for a hotel to get to this
area. We should consider the client's taste on this segmentation on how they react
and respond to our hotel. Making some research and having a good website can
contribute in endorsing to clients.
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III.) Name and Positioning Statement
Four Seasons Blues Hotel
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IV. CONCLUSION
We have considered Yorkville as the best location for Four Seasons Blue Hotel
knowing its detailed information about the location and also it suits our theme which
is jazz music to feel the essence of our lovely hotel. We have variety to offer upon
choosing our hotel and we would provide our customers with outstanding services
through stylish interiors, style of services, display instruments, magazine covers,
images from artists in the common areas, and theme decorations in the rooms. The
business has been on a goal to bring a music-friendly atmosphere that facilitates
obsession and ensures customer satisfaction with our platforms, and we prioritise
the needs and pleasure of our customers to ensure that this is a remarkable
experience they have in their lives. As what we have promised experiencing the most
exciting and fabulous hotel serenading the rhythm of jazz perfectly suits to your ear
without irritation.
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References:
Akron. (2015). This expensive neighborhood is not for me.
https://www.tripadvisor.ca/ShowUserReviews-g155019-d12959157-r277566753-
Yorkville_Village-Toronto_Ontario.html
Bazis.ca. (2014). 5 important things you need to know about Yorkville.
https://bazis.ca/blog/neighbourhoods/yorkville/5-things-need-know-yorkville/
BOSE. (n.d.). Bose Hospitality Solution.
https://products.bose.com/pro/pdf/hospitality_capabilities_brochure.pdf
Clever Tap. (2020). 10 Behavioural Segmentation Examples and Strategies.
https://clevertap.com/blog/behavioral-segmentation/
Demographic Segmentation: Definition, Examples & How to Use it. (2020, October
14). KyLeads. https://www.kyleads.com/blog/demographic-
segmentation/
DURHAM RADIONEWS.COM, (2016). Yorkville ave closed because of threat of
falling glass at Four Seasons Hotel
https://www.durhamradionews.com/archives/93864
Directive Group, (n.d). Psychographic Market Segmentation.
https://www.directivegroup.com/digital-marketing/strategy/market-
segmentation/psychographic/#:~:text=Psychographic%20segmentation%20is%20a
%20method,may%20be%20observable%20or%20not.
12
Jones, N. (2020, November 24). Behavioural Segmentation Defined with 4
Real-Life Examples. Yieldify. https://www.yieldify.com/blog/behavioral-
segmentation-definition-examples/
Hauch, V. (2015). Once Upon a City: Yorkville, home of Toronto’s original indie music
scene. https://www.thestar.com/news/gta/2015/07/16/once-upon-a-city-yorkville-
home-of-torontos-original-indie-music-scene.html
“History”. (n.d.). Riverboat Coffee House. http://theriverboat.ca/history
“Koerner Hall”. (2021). The Royal Conservatory. https://www.rcmusic.com/about-
us/rcm-venue-rentals/koerner-hall
Padykula, J. (2019). The Top 8 Things to Do in Toronto’s Yorkville Neighborhood.
https://www.tripsavvy.com/top-things-to-do-in-yorkville-4171691
“What Yorkville was like in the 1960s.”. (2017). Freshdaily Inc.
https://www.blogto.com/city/2016/08/what_yorkville_was_like_in_the_1960s/#:~:text
=The%20Village%20of%20Yorkville%20was,lined%20with%20Victorian%2Dstyle
%20homes.
Yorkville. (2021). Nexthome.Ca. https://nexthome.ca/neighbourhoods/toronto-
yorkville/30141/
