Targeting strategy

Kenya airways classifies its services under the multimarket segmentation. This is because its services ranges from prominent people like ministers, business men, tourists, ordinary people and students. I personally fall under the category of students and sometimes students get offers mainly because they are encouraged to travel abroad for studies.
The segmentation variables in the company includes: 1) Demographic segmentation: This involves; age,social class, income and occupation etc
2)Geographic segmentation: The airline offers services by region; continents or even countries.
The company makes alot of sales from ordinary people and business men. This is because they are the main travellers than ministers who would travel once in a while especially for ministerial functions. Students on the other hand would only travel at specic times mostly at the begining and at the end of the academic year hence limiting the sales of their services and hence the profit.