Ben Ohau Lodge

Case Study #1 Ben Ohau Lodge

The Ben Ohau Lodge is targeting a very specific market segment. It is for the rich, the famous, and the powerful. Those who have the means to afford an expensive vacation. Those who are trying to get away from the public eye. And those who are prestigious enough to hear about it. The target market is most likely foreigners. The reason for this is that New Zealand is not a wealthy country. Most of the natives would not be able to afford to stay at the lodge. And in my opinion, if I lived in NZ and was rich enough to afford a room in this lodge, I'd rather go somewhere new, out of the country. Why pay massive amounts of money to stay in your own backyard?

Customers are going to expect five star resort when they book a trip to the Ben Ohau Lodge. Money will not be a concern to the target market and they will expect, not just a vacation, but an experience. Customers should expect exquisite meals, luxurious rooms, first class service and reliability, and the option to do whatever they want. Activities range from hunting in beautiful country side that has been untouched by man, photography expeditions of the same accord, golfing, horse-trekking, helicopter trips, nature walks, and much more. They should expect fancy, private dinners and delicious room service. They should expect privacy, that is part of the appeal of this lodge.

The implications of Ben Ohau Lodge will be a successful business model even with such a small target market. It is exclusive. Exclusivity and exorbitant pricing will be a big draw to its customers. The local New Zealanders do not like that this new business has come in and is owned by a foreigner. The lodge is for foreigners and all the money goes to foreigners. There is also a lack of accommodations in New Zealand. There is nothing like the Lodge in the country. The country is an ideal place for an exclusive and private establishment like this.

The difficulty for Ben Ohau Lodge to do market research...