Samenvatting

To make a short summary of this Thesis project, it is written for Finca Rosario situated in Gran Canaria. The client 's desire is to enter the market and to be a luxurious villa with its marvelous orange - tree plantation in a unique region of Gran Canaria in a village called Fataga. Since the business is only about to open its doors to the public it has not started generating any sales, yet which leads to no profitability and very low visibility in the market. The main goal of this project is to give advice in the form of an online marketing targeting plan which consists of segmentation, targeting, and positioning. Researching and analyzing these elements can be one of the ways to solve the company´s management problem.
 To be more specific, market segmentation research helps to identify the online audience - segments. Once knowing the segments, the evaluation criteria can be included, and the online target groups can be selected. Knowing the online target groups gives a lot of opportunities for the company to improve the product and to stand out from its competitors. To differentiate from the competitors, the researcher runs a competitive analysis comparing eleven direct competitors of the property. Once knowing the unique selling points and the target group, online buyer personas are created to give a more realistic approach to the targets. Furthermore, once the online buyer persona is created, the company positions the unique selling points to the target group by using the online customer journey and online communication and distribution channels to successfully reach and communicate the message to the online audience.