Unit 4.2 - Market segmentation and targeting - video clip

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Here’s an interesting 4-minute BBC video clip that can be used for teaching market segmentation and targeting (Unit 4.2).

Website newcomer Irhal.com caters specifically for Islamic travel, namely sharia-compliant travel for practising Muslims.

The business targets Muslim travellers, giving them information about mosques (as Muslims pray 5 times a day), halal restaurants, and sharia-compliant accommodation.  With a potential market of 1.6bn people, it is no wonder hotels and related businesses are paying attention to sharia-compliant travel, a potentially lucrative market and a possible source of competitive advantage.

See the BBC video here.

 

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