Week 5 - Viva Las Vegas 1, 2, 3, 4

1.) Based in the provided information, the LVCVA is generally using demographics and geography for segmenting its target market. They looked at emerging markets based on income (Portland and Atlanta) and race/ethnicity (African-American and Hispanics). Additionally, they targeted groups from Canada, as they were losing market share for this area. 2.) The LVCVA uses a multisegment targeting strategy because of the huge volume of visitors that travel to the city and for the many variety of reasons for doing so, ranging from leisure, gambling, private parties/weddings, entertainment, and conventions. The LVCVA does need to be concerned with cannibalization particularly in times of recession. People traveling to gamble or see the entertainment may find similar options closer to home. More and more casinos are opening throughout the country and other cities will be increasing their efforts to gain convention business. Additionally, in the 1990’s Las Vegas had worked to reposition itself as “family friendly” but now appear to be repositioning itself again back to the “Sin City” of the past. This may cause some families to look at other options such as Disney World or Universal Studios. 3.) I would choose the following lifestyle segments: young/single/partiers, married/no kids, married/with young kids, single or married/with grown kids, retired. NOTE: I need to come back to this after class discussion. I need clarification on “lifestyle”. 4.) The LVCVA was successful for several reasons. They took the time to understand the cultural differences between the Anglo, African-American and Hispanic cultures and marketed directly to those groups. Also, they invested time and personal contact in the lagging Canadian market.