Ben Hou Lodge And Characteristics Of Market Segment - Case Study Example

Ben Hou Lodge And Characteristics Of Market SegmentLikely characteristics of Market Segment:Market segmentation is a two way process. The first task is to name the broad product market and the next step is to segment the market into select target market and develop marketing mixes. In this case the broad market is the filthy rich which has been characterised by the businessmen. Now, when we go deeper in this market segment we find out that the different segments are the playboys, the politicians and other celebrities are part of this select target market.

Why are most of the target customers likely to be foreigners instead of New Zealanders ?Most of the customers will be outsiders and not New Zealanders because the market at which the businessmen are targeting is global and not national per se. This is due to the fact that in business while selling a product the nationality of that specific country from where the product is created does not matter, and the product is always sold to the global market for maximum profits.Expectations of Target Customers:The target customers would have extremely high expectations regarding the quality of the product.

They would want to have the highest quality of the product which they have been promised from the Lodge and therefore it is important that the Lodge contains the best luxuries money can buy for these rich people to have a laidback leisure time away from work. It should have high quality furniture in the resort and there should be good amount of people to look after the guest. There should be great art work in the rooms of the resort and the food should be made by the best of the chefs from all over the world.

The entire ambience of the place should be conducive for the retreat of the elite few from the rest of the world, and therefore the resort has to make sure that all their needs and demands should be met according to the highest standards possible. What are the implications for Ben Hau Lodge?The implications for the Lodge are really promising. The Lodge has developed a safari ride for its high flying customer’s horse trekking, photography and other outdoor related activities. The resort has been converted into a game reserve and the response to this place has been very positive.

The managers of the retreat think that the best way of marketing is to spread the word about the place through those people who have visited the place and have appreciated the beauty of the place. Publicity and public relations have been the main way through which marketing has been done for the retreat and it has been working out perfectly well for now. The implications for the place are bright and the future looks solid for a good business.How difficult is it for Ben Ohau Lodge to undertake marketing research?

It is not difficult for the Lodge to conduct marketing research since the segment for the market has already been defined as the filthy rich people. Once more and more people start to experience the retreat then it will be easier for the Lodge to elaborate a plan with respect to the number of people coming to the retreat.