Ben Ohau Lodge

1057 Words5 Pages
Case of Ben Ohau Lodge Q1). Identify the likely characteristics of the market segment being targeted by the company. Ben Ohau Lodge is a high-class vacationland, its location is in the high country of New Zealand, and its customers are kind of the world’s most exclusive clients. This luxury resort was founded by a New Zealander and his Indonesian friend, it provides every accommodation a particular segment of wealthy clientele could ever ask for. Understanding the market led Ben Ohau Lodge to the success. Ben Ohau Lodge using a plenty parts of market segment to ensure its success. The geographic location is quite different with other resorts since it is located on a high high country of New Zealand’s South Island. The small population would make it a perfect vacation paradise from the outside world. It is said that the 28,000 hectares of original farmland which has been converted into a big-game reserve. This kind of serenity is more attractive for those wealthy people who want to escape from the paparazzi or just everyday life. The company is aiming on bringing in wealthy foreigners who would most likely be male. The company prefer older people than young people. And those people have plenty of money to spend around on the variety kind of activities and accommodation. Demographic segment would be used on the income and social status area. A number of activities are available for those people who are regarded as high classed people in society, meaning the majority of customers fall into the top 1% of the income bracket. The wealthy people such as presidents, playboys will find a series of packages as something they would rather enjoy since it is a very smart way of bringing in wealthy customer from outside country. Benefit sought segment will be used on analyze the motivation of those upper class people who are willing to come to Ben Ohau Lodge. Those
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