Coconut Plantation

EXECUTIVE SUMMARY

TIME CONTEXT:

Undated

VIEWPOINT:

* Management of Blackfield Hawaii Corporation

* Bob Cooper (Vice President of Blackfield Hawaii Corporation)

PROBLEM STATEMENT:

The management of Blackfield Hawaii Corporation was faced with the decision concerning the most appropriate type of restaurant for its resort development. The management needs to design a restaurant that would help Blackfield Hawaii Corporation appeal to their customers.

Suggestion that had been offered to Bob Cooper for corporate development and these are the following:

* Moderately priced family restaurant with all three meals

* A deluxe tablecloth restaurant

* A fast-food restaurant

* A lunch and dinner steak and chops restaurant

* A specialty restaurant such as Italian restaurant

To establish a restaurant that will complement the existing resort and do not replicate similar types.

STATEMENT OBJECTIVE:

1) What type of restaurant will be appropriate for local residents, traveler and hotel and condominium occupants of Kauai?

2) What data must be gathered to make a decision on what type of restaurant that will best fit the area and the company in terms of:

* Geographic Segmentation: 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. By this we can identify what are the island’s local food source.

* Demographic Segmentation:

* Psychographic Segmentation: 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. 

* Behavior Segmentation: This segment is divided by buyer’s response, attitude, knowledge, and use of the product.

* Competitors:

Existing Competition...