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Case Study:Coconut Plantation Resort
Transcript of Case Study:Coconut Plantation Resort
Coconut Plantation Resort
The management of Backfield Hawaii Corporation was faced with a decision concerning the most appropriate type of restaurant for its resort development
What to do...?
A little about the area.
The new restaurant was planned as a freestanding 150-to 200-seat unit between beachfront hotels, condominium units, and the main highway.
Holiday Inn 311 units Kauai Beach Boy 243 units Islander Inn 200 units
The remaining land was designated for condominiums, a shopping center known as the Market Place, two additional hotels, and the independent freestanding restaurant under question.
Dividing potential markets by nations, states, regions, countries, cities, or neighborhoods.
This permits the company to modify or change the product, know the extent of their market reach, understand the cultural differences of the region but most importantly have creative geographic segmentation
Demographic segmentation is the most common determination for customer groups. It includes reviewing race, age, life cycle, gender, income, occupation, education, religion and nationality.
This segregates the demographic more by using social class, lifestyle, and personality profiles. A fact that occupants of condominiums spent less in restaurants than was spent by occupants of hotels, describes the lifestyles of different customer groups.
This segment is divided by buyer’s response, attitude, knowledge, and use of the product.
How it pertains to us..
Occasion segmentation is part of behavioral explaining the fact that locals come to the island for the three day holiday.
Benefit sought explains that there are five major appeal categories for restaurant consumers.
The relative food quality, menu variety, price, atmosphere, and convenience. Each segment creates a separate market of customers.
To help filter there is some requirements for effective segmentation.
Measurability, accessibility, sustainability, and action ability, each market segment must possess these qualities before we can effectively find our segment to target.
Selecting Market Segments
There is undifferentiated (attracting all), bifurcated (attracting two), differentiated (several different products to different markets), or concentrated (niche).
Implementing a positioning strategy consists of three steps: identifying a set of possible competitive advantages on which to build a position, selecting the right competitive advantages and effectively communicating and delivering the chosen position to a carefully selected target market.
Once having chosen positioning characteristics and positioning statement, a company must communicate their position to their markets to correctly depict their strategy.
Managers will review the data and choose a decision that will be best fit for the area and for the company.