This paper focuses on the case study of the Coconut Plantation Resort on Kaua’i Island, Hawaii. Two potential target markets will be identified using the knowledge of market segmentation and current research of visitors to Hawaii. Additionally, a new type of restaurant will be recommended to the Blackfield Hawaii Corporation to build for resort development. An outline of the restaurant concept will include the four product levels and a positioning strategy. Lastly, an integrated communication mix for the restaurant concept will be developed in the form of a table.
Hawaii is a popular tourist destination. It’s natural attractions such as the beach, rainforests, volcanoes and much more attracts locals and foreigners alike. “In 2014, the total …show more content…
Omakase is a Japanese style restaurant whereby dishes are selected and created by the chef. There is no menu as the purpose of the experience is the surpirse that the chef will give you with the dishes he serves up. The reason for a Japanese restaurant was that there was no Japanese cuisine restaurants in the resort. Additionally, all restaurants, except Kauai Beach Boy, serve three meals a day. The omakase restaurant will only serve lunch and dinner. Omakase style restaurants generally cater to small groups of customers. Omakase generally caters to smaller groups, although large groups may also enjoy an intimate setting such as Omakase. It caters to smaller groups as the price point is generally high, ranging from $30 on a quick lunch, to $75 - $100 on a lavish dinner. Groups that travel in larger numbers tend to be more on a budget that those who travel in smaller …show more content…
To attract these potential customers, advertising through several mediums and methods can be done. The table in Appendix-A portrays a developed and integrated communication mix for the restaurant concept. The table consists of the objective, target market, reach, lifespan, frequency, medium, message, and finance/budget of advertising, promotions, sales and direct marketing. It demonstrates how marketing through various promotional mixes attracts the target market.
In conclusion, the two potential target markets for visitors to Hawaii are couples on honeymoon or getting married, and vacationers, both of which include local and international visitors. For the purpose of resort development, Balckfield Hawaii Corporation is recommended to build a Japanese themed restaurant with Omakase style menu. The 4 product levels and positioning strategy of this restaurant was also discussed along with the restaurant concept. Lastly, a table to illustrate a communication mix for the restaurant was developed to further establish how marketing takes place through different promotional
Hawaii is a popular tourist destination. It’s natural attractions such as the beach, rainforests, volcanoes and much more attracts locals and foreigners alike. “In 2014, the total …show more content…
Omakase is a Japanese style restaurant whereby dishes are selected and created by the chef. There is no menu as the purpose of the experience is the surpirse that the chef will give you with the dishes he serves up. The reason for a Japanese restaurant was that there was no Japanese cuisine restaurants in the resort. Additionally, all restaurants, except Kauai Beach Boy, serve three meals a day. The omakase restaurant will only serve lunch and dinner. Omakase style restaurants generally cater to small groups of customers. Omakase generally caters to smaller groups, although large groups may also enjoy an intimate setting such as Omakase. It caters to smaller groups as the price point is generally high, ranging from $30 on a quick lunch, to $75 - $100 on a lavish dinner. Groups that travel in larger numbers tend to be more on a budget that those who travel in smaller …show more content…
To attract these potential customers, advertising through several mediums and methods can be done. The table in Appendix-A portrays a developed and integrated communication mix for the restaurant concept. The table consists of the objective, target market, reach, lifespan, frequency, medium, message, and finance/budget of advertising, promotions, sales and direct marketing. It demonstrates how marketing through various promotional mixes attracts the target market.
In conclusion, the two potential target markets for visitors to Hawaii are couples on honeymoon or getting married, and vacationers, both of which include local and international visitors. For the purpose of resort development, Balckfield Hawaii Corporation is recommended to build a Japanese themed restaurant with Omakase style menu. The 4 product levels and positioning strategy of this restaurant was also discussed along with the restaurant concept. Lastly, a table to illustrate a communication mix for the restaurant was developed to further establish how marketing takes place through different promotional