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As it is observed from the case, Ben Ohau Lodge targets a market group of the ‘world’s very wealthy’ with its exclusive and expensive services. Some of the common characteristics that are likely to be associated with this target would include things such as the famous, superrich, and high-flying tourists of any nature, who’d be seeking for some sort of privacy away in a secluded and peaceful environment. The place is made into exclusive standards befitting the status of playboys, globetrotters and even head of states who may find their way in New Zealand.
It leaves no doubt that, most of target customers for the exclusive attractions in this lodge would be foreigners rather than New Zealanders. A clear evidence of this presumption can be found in Rebeck’s understanding that travelers who frequently visit the country would regularly raise complaints that, the local attraction and accommodations were much below overseas levels of standard.
This however, would propel him into designing and developing an array of sumptuous facilities targeting tourists and other high-flying customers. Leisure activities such as photographic ‘safaris’ in one of the most beautiful parks in the country and helicopter trips around the nearby lake are part of the main attractions forming this exclusive package. These however, are some of the things that would place the company in the critics of a group of people who’d assume that, it was giving much concern and attention to foreigners rather than the locals..
Considering the observed sumptuous nature of the haven, it leaves no doubt that the target customers would most likely have great expectations regarding the range and quality of all the exclusively great services offered there. The lodge is said to have attracted many visitors in the course of its first days of operation, something which could have send positive image of the attraction to potential customers. Considering the business and social circles of the attraction, no one will doubt the reliability of services they offer to their customers.
Ben Ohau Lodge is likely to bear many complications to the country, its owners, and also to its esteemed customers from within and outside the country. For one, being managed by an environmental conservationist, the lodge is likely to trigger positive measures. As it would be observed from the case, most of the facilities in the lodge were carefully designed in a manner that would help in conserving the environment rather than ruin it.
Considering the outstanding opulence of the lodge, it is also likely to serve as a major tourist attraction, thus providing a positive touch to the country’s tourism sector. The main attractions of the place, coupled with the architectural designs within its premises are likely to generate new developments in the region thus adding to the growth and economical advancements of the entire region and its neighborhood.
Moreover, both domestic and foreign tourists will have a reason to celebrate their leisure moments in the most desirable manner in this unique reserve, designed to serve their demands.
However, no matter the seemingly great success of the company, chances of possible developments are somehow limited considering that it would not be easy for the company to conduct market research. Most of the target customers are foreigners and getting in touch with them regularly to seek their views and suggestions regarding the various facilities in the lodge could be difficulty.
Considering the high-profile nature of the lodge and its unique range of expensive facilities, it leaves no doubt that, there are few of its nature in the whole country and for this reason, the idea of undertaking market research won’t be easy at all, for the company.
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