1. r eca p - m a r ket seg m entati o n eu ro pe Who is our target group? At first, we have chosen for Europe because this target is easy to reach. We know how they think, feel and act. We have excluded the business travellers and the stop-over tourist who are in Singapore less than 24 hours. That leads to a target group of Âą768.000 people in Europe. (Singapore Tourisme Board, 2015)
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To increase the target group, we decided to incorporate with Australia. The reason why we chose for Australia is that they have a similar Western-culture as in Europe. So if we reach Europeans it is easier to include Australian, because of the similarities. If we do the same calculation it will lead to another target group of Âą725.000 people in Australia. (Singapore Tourisme Board, 2015)