The market research and analysis of the new brand (XYZ Ltd,

The market research and analysis of the new brand (XYZ Ltd,

The market research and analysis of the new brand (XYZ Ltd, Australia) is evaluated through the support STP (Segmenting Targeting Positioning) framework. Segmenting Since XYZ Ltd, Australia, is a start-up firm, the management of the brand needs to segment its customers into various categories. After the segmentation process, the brand needs to identify the customer group and the category in which the major flight bookings are made. In the circumstance of the similar statement, Abdullah Saif (2015) mentioned that the brands that are offering ‘flight centre’ services require recognising the purpose behind the client’s travels to better serve clients. As per the annual report of Tourism Australia, approximately 75 million of Australian customers make overnight domestic trips (www.tourism.australia.com, 2017).

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