Ben Ohau Lodge

Ben Ohau Lodge

Case Study

Chasidy Bush

The Ben Ohau Lodge is targeting a very specific market segment. The Ben Ohau Lodge is a high-class resort that caters the worlds most exclusive clients. Public figures and extremely wealthy are given a chance to completely relax in peace. The time spent there is without security and without having to hide from the public eye. This resort gives them a chance to be themselves during the time spent on vacation. What sets Ben Ohau Lodge apart from other vacation destinations is its ability to fulfill the unique needs of its customer market segment. There are many outlandish activities that guest can participate in during there stay. Advertising for the lodge has only been done through work of mouth and public relations to attract new customers.

Q1). Identify the likely characteristics of the market segment being targeted by the company. Why are most target customers likely to be foreigners rather than New Zealanders?

The design of Ben Ohau Lodge is set up to be secluded. There is 28,000 hectares of land that has been provided for this resort. The location is one where it is possible for anyone to escape from the reality of the outside world. The company is aiming to bring in the wealthy so that they can relax and also splurge on the many activities that the resort offers. There are several activities available that include safari shooting, golfing, helicopter trips, nature walks, and etc. This environment is more appealing to rich people who see this as opportunity to enjoy their vacation.

The reason that the customers are more likely to be foreigners than New Zealanders is because people do not normally take vacations where they live. If I were that wealthy living in New Zealand I would make sure that all of my trips are far away from home. New Zealanders without the funds would not be able to afford to stay at the resort.

Q2.) Suggest what expectations target customers are likely to have regarding...