The paper "The Target Market Which the Business Has to Be Aimed " is an outstanding example of a marketing assignment. Firstly, the business will look at independent travellers who travel with a predetermined itinerary and look towards purchasing different services. The prime reason for looking to attract independent travellers is that it comprises about 55% of the people travelling. This thereby forms a large section of the travelling people and attracting those will help to ensure that the business grows (Brassington and Pettitt, 2001). Further, the amount of money spent by independent travellers as high as they prefer different services which will help the resort to ensure that the different facilities are used and provide an opportunity to grow. Secondly, the business will look at attracting a group of people travelling together.
Since this group of people don’ t have a set itinerary so attracting and retaining them is difficult as people prefer to shift from one resort to others. This will be matched by attracting local people so that the restaurant business is also developed (Chrisan, 2001). Attracting people in the group will help the resort to ensure a continuous supply of customers and since they visit in groups it will provide an opportunity to convert those customers into long term potential customers thereby helping in long term sustenance of the business Question 2 Blackfield Hawaii Corporation for the long term prospect of the business can look at having a speciality restaurant which serves specialized food.
Since the area lacks specialized restaurants and the food which is offered by the different restaurants are similar so differentiating based on specialization will help the business. Further, the menu which the other restaurants have is small with limited choices for the customers so having a restaurant which serves the different needs of the people will help to attract more and more people (Awni, 2008).
Specialization would also help the business to grow in different dimensions as it would help to work on specialization and would thereby meet the different product levels as shown below On the forefront, it will meet the core product as it will provide the customers to satisfy the basic need for food and ensure that their desire for food is fulfilled. The generic product needs are also met as a specialized restaurant will look at quality food, proper service level, fresh food, courteous and helpful staff and a nice ambience for customers.
This will thereby provide the generic needs and ensure that the product meets the specific requirements through which customers will be satisfied. The restaurant will also help to meet the expectation needs of the customers as customers are looking for a speciality restaurant which is different from other restaurants. The speciality restaurant will help customers to ensure that the product provided by the restaurant meets their expectations and is as per the requirements (Czinkota & Ronkainen, 2004).
This will ensure better returns for the money the customer is paying and would help to pacify the customers to purchase the products and services again and again. The restaurant will also help to meet the augmented needs of the customers. Since there is a lack of specialized restaurants so people having food would feel more important and would be able to associate with the restaurant better. This will help to develop the required brand name through which customer satisfaction level would improve and the different needs will be better met.
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Alvarez, B. & Casielles, R. (2005). Consumer evaluations of sales promotion: the effect on brand choice, European Journal of Marketing, 39 (1/2), 54-70.
Berkman, H. & Gilson, C. (2001). Consumer Behavior Concepts and Strategies, Kent, Boston
Brassington, J. and Pettitt, M. (2001). Principles of Marketing, 2nd Edition, Prentice Hall
Chrisan, P. (2001). Marketing: A Behavioral Analysis, McGraw – Hill. New York
Czinkota, M.R. & Ronkainen, I. A. (2004). International Marketing, 7th edn. South-WesternPublishing:Australia.
Coughlan, A., Stern, W. & Adl Ansary, E. (2006). Marketing Channels, 7e, ISBN 9780131913462 ISBN 10:0131913468 , Pearson Education