Module 2 Case Study
1. Describe the different visitor market segments that Las Vegas appeals to. Use demographic,
psychographic, behavioral, and geographic bases for segmentation in creating your descriptions.
- Las Vegas appeals to a very large market of people with all different segmentation bases. They
appeal to all ages, races, social classes, genders, and everything in between. In a psychographic
segmentation, Vegas appeals to young adults in their 20's looking for a place to be wild and party as
well as retirement aged individuals who are wanting to gamble. In a behavioral segmentation, Vegas
appeals to the same group of people; people who are wanting to have a good time and gamble
money as well as people who are going to watch their favorite artist or go to their favorite show
while they're there. It may also target different ethnicities because of all the different themed
hotels, restaurants, and casinos. In a demographic segmentation, Vegas may appeal to very wealthy
people looking for a extravagant weekend or others down on their luck looking for an easy way to
make some money. This also appeals to young people and the older generations. In a geographic
segmentation, they target everyone in the World, but especially the U.S. They have plenty of
appealing places to have fun and attract more people.
2. What are the target markets of the new inter-national hotels in Las Vegas? Go to the Bellagio
Hotel and Casino website to find out more information about the hotel's target market.
- Las Vegas has a wide variety of hotels; some that recreate sites such as Italy, Paris, the South Seas,
and Arabia. People have the chance to stay at a hotel that might represent their culture. They also
target the wealthier customers with very fancy hotels with lots of amenities and attractions. The
Bellagio Hotel was built in 1999 to make Italy a pleasure with over 3,000 hotel rooms. The rooms
range from $200+ depending on the day of the week and the time of year going. These rooms are
on the higher end which targets the wealthier customers. There are also lots of amenities and
entertainment options; from the casino, the theater, or watching Cirque Du Solei shows. There are
also lots of bars, lounges, clubs, and restaurants surrounding the hotel which targets a people who
want the Las Vegas nightlife scene.
3. What types of targeting strategies are these international hotels using? Is it differentiated
marketing, concentrated marketing, or undifferentiated marketing strategies? Be specific, explaining
- Las Vegas using many different strategies to reach and target certain customers. It is important for
them to build high quality hotels and provide customers with high quality fun and entertainment.
People spend the most money on their hotel rooms, entertainment, and in the casinos when they
go to Vegas. Las Vegas uses a differentiated marketing strategy; they are identifying market
segments with different preferences for a particular product category and targeting each segment
with different bands and different marketing strategies. They need to target all different ages, races,
genders, social classes, cultures, etc. and they do that with different brands, entertainment, hotels,
and casinos. They might advertise an awesome pool party with lots of free drinks to young people in
college who don't have as much money to spend. They also might advertise a penthouse with
special casino access to a wealthy retiree. Las Vegas targets customers by giving them many
different experiences, opportunities, and making them each feel special and connected to what they