AquaWorld is a full service dive shop based at the Park Royal in Cozumel. Dive shop management knows that its clientele possesses a diverse range of experience (or lack thereof) in diving. Some clients need a lot of hand-holding, prefer to follow a guide while under water, and usually rent their equipment. In contrast the more experienced divers tend to prefer to venture out on their own and generally use their own equipment. AquaWorld has effectively created packages with appropriate pricing for both types of customer. Apparently, AquaWorld is using a differentiated targeting strategy.