Marketing Strategy

Target Market

The target market for out restaurant is going to be the visitors of the island.

“More than 1.5 million tourists visited the island last year”.

“In a typical year, the visitor industry generates about one-third of the Kauai’s real income.”

In fact, “one in every three jobs statewide is generated by the visitor industry,” so it is crucial to the islands economy to target our efforts on the tourists and keep them coming back.

We feel that the market segment of tourism will be the most profitable and have the most sustainability throughout time.

(1 )http://www.myhawaiianholiday.com/islands.php

2 University of Hawai`i, Economic Research Organization, Kaua`i Economic Outlook, prepared

for the County of Kaua`i, June 14, 2004.

3 Department of Labor & Industrial Relations, State of Hawai`i, Career Directions in Travel &

Tourism, June 2004.

Value and differentiation

There are several restaurants that already exist in the Coconut Plantation Resort. They show very little diversification and originality. This makes it very easy to differentiate ourselves from the competition.

We plan to present value by enlightening the target market with the benefits of our products and services verses value in price.

We will position ourselves to have guests be willing to pay a little more for our product instead of competing brands.

The product consists of not only the quality of our menu, but also the ambiance, the guest service, and the uniqueness of our establishment from competitors. What makes it unique??

People come to Kauai, also known as the “Garden Island” to witness its lush foliage and beautiful tropical setting. We intend to incorporate the beauty of the island into our restaurant in order to attract guests so that even while dining, they still feel the essence of Kauai.

Promotion

Prior to opening we plan to have multiple methods of advertising.

As soon as our name and concept are established we will develop a website that invites...