Question

marketing

7. Omarama Mountain Lodge Nestled in the high country of New Zealand's South Island is The 28,000 hectares of original farmland that made up the getaway adventure playground aimed unashamedly at the retreat and backed onto the South Island's Mount Cook National ld's very wealthy. Presidents, movie stars, and other sc Park were converted into a big-game reserve. All merino sheep on globe-trotters are the prime targets of this fledgling tourism busi he land were sold, and deer, elk, chamois, and wapiti were ness developed by Omarama Mountain Lodge. The lodge offers brought in and released. This was a carefully considered plan. this exdusive niche the opportunity of a secluded holiday in Slater, the former conservationist, believed that financially and little-known paradise. Guests, commonly under public scrutiny environmentally this was the correct decision. Not only do tour- in their everyday lives, can escape such pressures at a hunting re- ists, each staying for one week and taking part in safari shooting inject as much cash into the business as the station's annual wool treat designed specifically with their needs in min A chance meeting between a New Zealand Department of clip used to fetch, but the game does less harm to the environ- Conservation investigator and the son of the former Indonesian ment than sheep. Cattle, however, once part of the original sta president marked the beginning of this specialty tourist opera tion, were left to graze on lower river-flat areas. tion. Recognizing that "filthy rich" public figures are constantly For those high-flying customers secking less bloodthirsty leisure surrounded by security and seldom have the luxury ofgoing any acivities, Omarama Mountain developed photographic "safaris where incognio, the New Zealander, Peter Slater, suggested that and other product-line extensions Horse-trekking, golfing on a he and his new friend purchase a high-country station and nearby rural course (with no need for hordes of security forces), hunting-guide company that was for sale. Slater believed that the helicopter trips around nearby Lake Tekapo, nature walks, andi facilities, and their secluded and peaceful environment, would other such activities formed part of the exclusive package. make an ideal holiday haven for this elite group. His Indonesian partmer concurred. While still in the early stages of operation, this retreat has alt ready attracted a steady stream of visitors. To date, the managen Sater, who was by now the company's managing director, de has relied solely on positive word of mouth, publicity, and publiç veloped a carefully tailored package of goods and services for the relations to draw in new customers. Given the social and business propery. Architecturally designed accommodations, including a circles in which his potential target market moves, Slater consid game trophy room and eight guest rooms, were constructed using ers these to be the most appropriate forms of marketing comm high-quality South Island furniture and fittings, to create the am nication. The only real concern for Omarama Mountain Lodge bience necessary to attract and satisfy the demands of their spe has been the criticism of at least one New Zealand lobby groug cial clientele that the company is yet another example of local land passin g Although New Zealand had an international reputation for into "foreign hands, and that New Zealanders are prevented being sparsely populated and green, Slater knew that rich cravel fr using the retreat and excluded from its financial retuns ers frequenuly complained that local accommodations were below Howver,this unwelcome attention has been fairly short-lived overseas standards. Since the price (NZ$700 a night) was not a ldentǐ the likely cl nacterísticso the market segment being- significant variable for this target market, sumptuous guest facili get d y sh, company. W y are most tiger ส"tone" like to ties wrbit. These were designed to be twice the normal size of eigners nther than New Zealanders Singgess wwat expeciations e most hotel rooms, with double-glazed windows that revealed cumers are likely to have regarding the quality reliabilit breathtaking vews. Ten full-time staff and two seasonal guides range ofservices What are the implications for Omanama Mo were recruited to ensure that visitors received superior custom Lodge How difficuls is it for Omarama Monntain Lodge to zed service, in fiting with the restrained opulence of the lodge. take nwarker researcht Elaborate Omarama Mountain Lodge Case Analysis Review the case in Case Information within Doc Sharing which is under Table of Contents. Major objective Omarama Mountain Lodge The case focused on marketing dilemma's and marketing concepts, consumer and segment characteristics, and the marketing mix (price, promotion, price, place) and being able to recognize these items as vou read. Look for these concepts and document them using APA iın your writing of some analysis of the case. Explain your thinking on each answer to the questions given. 12:36 These are the case questions and I do not use the case questions in the textbook. These are the only 4 questions you are to answer Case Questions: 1) Identify and explain the marketing dilemmas faced in the text (cited material required). Apply and discuss key concepts in the focusing on at least 3 concepts or variables impacting the decision. 2) Discuss and explain the segments (provide evidence from the case that illustrates these segments) that exist within the case (that are only covered in the case). Use specific attributes or characteristics form the case to describe those segments. 3) Explain one activity or item from each element of the marketing mix (product, promotion, place, and or price) in the case and prior to focusing on the solution. 4) Give at least 3 details on how you would use specific marketing mix items (product, promotion, place, and or price) to solve the problem and dilemmas faced in the case. Objectives 1. To demonstrate understanding of the basic principles of Marketing 2. To demonstrate the uses of marketing mix in corporate strategy

Answer 1

1)The marketing industry is facing a dilemma and this dilemma is that consumers are overloaded with information everyday and this increases the stress level in consumers who may block the messages directed to them.In this retreat manager has used positive word of mouth, publicity,public relations to attract new customers.These are the three most important marketing communication tools.

2) The different consumer segments are presidents,movie actors , and other rich groups  who move about in the whole world for business. .These are very rich people constantly surrounded by body guards and cannot move about freely .It is described in the case that they are 'filthy rich' public figures.

3) It was felt that this retreat would make a ideal holiday place for the elite group with hunting facilities and peaceful environment.The rooms were designed with good architecture and high quality south island furniture and fittings. The price of 700New zealand dollar was charged and for this the rooms were very big ie double the size of normal rooms with glazed windows that gave beautiful views.The visitors were provided good service.The sheep in the farmland were removed and deer were released to give the ambience of a big game reserve where safaris were conducted.There were also horse trekking. golfing, helicopter trips , and nature walks.

4)I would take the help of more sophisticated media to market the place,include more recreational facilities enjoyed by foreigners, New zealanders should be permitted to use the retreat.The retreat should not only include foreigners.