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Executive Summary The purpose of this report is to outline the specific segmenting dimensions that Mike Ball Diving Expeditions use to segment their market By defining the holiday adventure market as their main generic market we have identified how MBDE caters for the consumers needs with a professional luxury holiday Through analysis of the various segmenting dimensions and psychographic details we have found the consumer to be a professional person of varying nationality who high income lets them enjoy a luxury life filled with added extras We have shown in the following report how MBDE has provided those added extras to win over a lucrative market As MBDE holds a strong position in the international dive industry we have found that repositioning and expansion are not essential though recommendations have been made The most important recommendations for MBDE have been based around the expansion into a more modest market and the creation of a new company which would include new targets for example the high income families wanting to bring their children on an expedition Further recommendations have focused on maintaining customer loyalty and protecting their elitist status Table of Contents Executive Summaryi 1 Introduction1 2 Generic and product markets2 3 Segmenting dimensions of the dive market3 3 Psychographic and Geographic segmenting dimensions4 4 Market Opportunities and Repositioning6 5 Recommendations and Conclusions7 6 References8 1 Introduction Mike Ball Diving Expeditions MBDE was founded over 30 years ago by Mike Ball who still plays a large part in the company MBDE has since become a leader in the diving industry by targeting the adventurous diver who is experienced in diving knowledgeable about the best dive spots and requires a high level of service and comfort MBDE operate 3 live aboard vessels Super Sport SpoilSport and Paradise Sport
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