Imagine that people living in the UK appreciate nature, and access to it, more than before. Consider that you are planning to exploit this opportunity and start a company that offers nature-related experiences (e.g. kayaking, guided hikes) to consumers in the Lake District National Park.
a) In order to understand who your target audience should be, segmentation is key. Select four segmentation criteria (one from each of the four categories), carefully justifying why those criteria would be most relevant for the company.
b) Drawing on the chosen segmentation criteria, describe a potential target segment for the company and explain why targeting that segment should work well for the company. Moreover, identify and briefly elaborate two aspects of the offering you see as critical success factors for the company, when targeting the segment.
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