Milestone 5 Target Market for Prairie Meadows

                The target market segment for Prairie Meadows is rich people, who have enough money to enjoy luxury and fun. Being a hotel, casino & racetrack, it is important for Prairie Meadows to target rich market segment. There is only one primary segment for Prairie Meadows, which is rich people and they can comprise of businessmen, politicians, elite class of society. This target market is absolutely an appropriate one as all services provided by Prairie Meadows are associated with luxury so poor or average class can’t afford these luxurious services. The level of segmentation is based on the competition of the market and it looks like that it is also an appropriate strategy adopted by Prairie Meadows. In future, if they want to give chances to less rich class to enjoy some services, then they can change market segment a bit; but apparently, there is no need to do so (Boykiv 2015)

Target Market Profile

            The services provided by Prairie Meadows are casino, a luxury hotel with a state of the art race track. When we analyze these product & services, it can be said that all of these are luxurious ones, and only rich people can afford such luxuries. So, that’s why the primary target for Prairie Meadows is rich people in the community like rich businessmen, politicians, gamblers and all other segments of the elite class. These customers are targeted basically on their behavioral & psychographic levels as rich people tend to show behavior of enjoying luxury. They have a lifestyle, which cannot be maintained if they don’t choose such luxury hotels & casinos. So, Prairie Meadows is well suited to such kind of target market (wharton.upenn.edu 2009)

References Target Market for Prairie Meadows

Boykiv, Yuriy. 2015. The Important Casino Industry Market You Don't Even Know You're Missing. Accessed October 14, 2018. https://www.inc.com/yuriy-boykiv/the-important-casino-industry-market-you-don-t-even-know-you-re-missing.html.

wharton.upenn.edu. 2009. How Casinos Can Find and Target Their Favorite Customers: The Biggest Losers. Accessed October 14, 2018. http://knowledge.wharton.upenn.edu/article/how-casinos-can-find-and-target-their-favorite-customers-the-biggest-losers/.