Case Study "Scouts Canada"
Question 1
Using the full spectrum of segmentation variables, describe how Scouts Canada could segment its market place.
Scouts Canada is a Canadian organization; therefore the organizations segmentation strategy is primarily geographic. The company focuses on the Canadian market, including all provinces and territories of the country.
Based on what the organization wants to accomplish Scouts Canada should dedicate their marketing strategies to study and segment the market based on demographics (age, family size, life cycle) and psychographics.
Demographic Segmentation fragments the market into categories according to different demographic factors, usually with regards to the wants and needs of multiple consumer groups. The organization provides opportunities for many people of different ages and gender. Whether people want to participate in a program, volunteer, or strive to be a leader. Scouts Canada caters to their target market and offers incentives to attract people in various life cycles. The programs of Scouts Canada are aimed at different age groups: Beaver Scouts (5-7), Cub Scouts (8-10), Scouts (11-13), Venture Scouts (14-17), and Rover Scouts (18-26).
They can tailor their programs to those with large families, in which each member can feel included and involved.
Psychographic segmentation - this marketing strategy incorporates the lifestyle aspect approach, because part of their mission is to provide adventure, healthy active living, getting outdoors and learning how to be environmentally friendly and responsible, etc.
Question 2
What changed first: the potential scouts member or the scouting experience? Explain your response by discussing the principles of market targeting.
“It began with a vision. It was nurtured with passion. It will succeed through action.”
In accordance with their targeting strategy differentiated marketing, the organization strived to alter and improve their scouting experience to appeal to a larger
Using the full spectrum of segmentation variables, describe how Scouts Canada could segment its market place.
Scouts Canada is a Canadian organization; therefore the organizations segmentation strategy is primarily geographic. The company focuses on the Canadian market, including all provinces and territories of the country.
Based on what the organization wants to accomplish Scouts Canada should dedicate their marketing strategies to study and segment the market based on demographics (age, family size, life cycle) and psychographics.
Demographic Segmentation fragments the market into categories according to different demographic factors, usually with regards to the wants and needs of multiple consumer groups. The organization provides opportunities for many people of different ages and gender. Whether people want to participate in a program, volunteer, or strive to be a leader. Scouts Canada caters to their target market and offers incentives to attract people in various life cycles. The programs of Scouts Canada are aimed at different age groups: Beaver Scouts (5-7), Cub Scouts (8-10), Scouts (11-13), Venture Scouts (14-17), and Rover Scouts (18-26).
They can tailor their programs to those with large families, in which each member can feel included and involved.
Psychographic segmentation - this marketing strategy incorporates the lifestyle aspect approach, because part of their mission is to provide adventure, healthy active living, getting outdoors and learning how to be environmentally friendly and responsible, etc.
Question 2
What changed first: the potential scouts member or the scouting experience? Explain your response by discussing the principles of market targeting.
“It began with a vision. It was nurtured with passion. It will succeed through action.”
In accordance with their targeting strategy differentiated marketing, the organization strived to alter and improve their scouting experience to appeal to a larger