Part A 1. Write a detailed literature review on segmentation, targeting and positioning Part B Read the “InterContinental Hotels Group PLC: Holiday Inn Division” case provided on blackboard and answer the following questions: 1. What type of market segmentation strategy is InterContinental Hotels following? What variables is the InterCon group using to segment its market, support your answer with examples 2. What kind of positioning strategy should the company adopt for Holiday Inn and Holiday Inn Express? – Competitive analysis – POP and POD 3. Draw a perceptual map for any one of the brands of the InterContinental Group. (2 marks)