Ben Ohau Lodge Case Analysis Essay
Ben Ohau Lodge, located in the high country of New Zealand, is a high-class resort aimed at the world’s most exclusive clients. Started by a New Zealander and his Indonesian friend, this pricey resort provides every accommodation a particular segment of wealthy clientele could ever ask for. Understanding the market brought about a breakthrough opportunity for Ben Ohau Lodge, and it has led to some success.
Relying solely on promotion via word of mouth, publicity, and public relations, the retreat has built a relatively steady base of customers. These customers fall into some rather exclusive dimensions. Some of the qualifying dimensions include the need for a safe and secure vacation spot, offering …show more content…
To improve the experience they offer, Ben Ohau Lodge could conduct market research to better understand the needs of their target market, which is not an easy task. Their customer base is mainly foreign. They are also part of the elite upper-class, a relatively small, exclusive group that is not very easily reached or accommodating to inconveniences.
By improving their product slightly, Ben Ohau Lodge will be able to cater to their target market segment –