Case Analysis Topic:$$ Segmentation, Targeting & Positioning.

De Larrea, G$.,$ & Gregory, A$.$ M$.,(2020).$ Customer segmentation in the charter bus industry. In SAGE Business Cases. SAGE Publications, Ltd$.,$

CASE QUESTIONS

Describe the company$$s top four customer segments.

How can ESCOT Bus Lines further a product$-$based segmentation $($what additional products can they offer$)$ to better serve each of the top customer segments?$$

What is your final recommendation to Josh to improve revenues?

Public schools, at first glance, appear to be the most productive customer segment. But, in fact, they are not. Why is this? Which of the other customer segments is really the most productive and why?

Can you identify anything else in the data that is misleading?