Entrepreneurship Report

977 WordsApr 3, 20124 Pages
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… Phone: (02) 6620 3920 Fax: (02) 6626 9155 Email: tourline@scu.edu.au TARGET MARKET: The core element of YourStay.com’s marketing strategy is to target a high yielding, price sensitive consumer. Specifically, this consumer is either male or female, aged anywhere from eighteen to sixty-five years of age, and includes the Baby Boomer Generation, Generation X, and Generation Y. YourStay’s focus however will be on Generation Y (Gen Y) specifically. Although only representing around 30% of the population in Australia (Nusair, Parsa and Cobanoglu, 2011) they are known to have high disposable income, assist around the home and influence both major and minor shopping purchases (Page and Williams, forthcoming). In a recent report compiled by J.P Morgan Research (2011), it was found that eighteen to

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