Coconut Plantation Resort Case Study

Document Type:Case Study

Subject Area:Marketing

Document 1

Ideally, the target market refers to the market that a company intends to sell its products to which entails the customers(Morris, 2007). Establishing the target involves identifying the demographics, potential to buy products, geographical distribution, and psychographics. The primary target market for the restaurant is tourists. In this regard, it was highly essential to assess the demographic segmentation. It concerns determination of specific customer groups. Due to these qualities, the island attracts tourists throughout the year and it essential that the restaurant targets this population. Second, the restaurant’s target market are young customers who are looking for a different experience. Currently, there are several colleges and universities in the area with Kauai Community College recording the highest population of 1,428 students(Cappex, 2018).

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The students form part of the community that seek luxury emanating from a different taste of food(Chaparro, 2007). As such, they are willing to spend money to enjoy a unique experience. However, this will require a highly talented and experienced chef to make this possible. With such an atmosphere, the restaurant will maintain the reputation even when there are rains, therefore, retaining the consumers. While the demand in Kauai for tasty meals is high, there are too many competitors such as Fast Food and Ice Cream Parlor among others. The restaurant is a startup and the price ought to be reasonable to attract customers. However, since it is introducing a unique dish, the price does not have to be extremely low.

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The ads ought to appear at least thrice in a day for one week. First, the ad will serve a purpose of introducing visitors on the island to the new restaurant. Second, it will distinguish itself from competitors by emphasizing on the fact that it serves Polynesian-Asian specialty main dish. It will cost the company an average of $200 per ad, which is worth investing since the returns are substantial. Under advertising also, the restaurant leadership may consider other platforms such as the newspaper and radio. Consequently, it will allow the people to have a taste of the food that it offers. The leading specialty meals should be accompanied by a message of telling the consumers to spread the word to others.

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The strategy has a high chance of improving the sales of the restaurant mostly since they have an important aspect of experience with the restaurant. Identically, this is likely to cost the management a substantial amount of money although it is worthwhile. Direct Marketing Direct marketing involves direct communication with the consumers of a product either through messaging, email, websites, or any other form of media. It interprets a higher cost for the corporation which means that the pricing is likely to increase. Consumers in Kauai have unique buying trends. They have high preference for healthy menu options as long as the food is local with a cultural taste. Important also, they express high regard for convenience in service delivery. Money is not an issue as much as the quality of the provider.

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As such, the restaurant needs to prove that they are unique and should be the ideal destination for everyone. When advertising, it is vital to include promotions that both locals and tourists would not believe existed although they do. For instance, popular but still effective promotion is to offer a free plate for every group that orders three plates or more of the Polynesian-Asian main dish. The offer should run for two weeks, and the kitchen staff should be ready for many deliveries during lunch breaks. The message to the customers would be to expect many more offers shortly. P. Food Security Status among College Students at the University of Hawai'i at Manoa. [Online] Available at: https://scholarspace. manoa. hawaii. The relationship marketing process: communication, interaction, dialogue, value.

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