Ben Ohau Lodge

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Ben Ohau Lodge provides a unique product and services of an exclusive vacation in order to fulfill its customers’ needs for one of a kind vacation that is private, safe, exclusive, entertaining, relaxing and undisturbed. Its customer’s type includes the rich and famous ranging from presidents, princes, celebrities, and business executives from all over the world. This customer market segment possesses special characteristics and can be described in several different dimensions. Those dimensions can be classified into qualifying dimensions and determining dimensions. The qualifying dimensions for this customer market segment includes their needs for a vacation destination that is safe and secure, private, comfortable, variety of leisure activities, relax, exclusive and far from public exposure. Additional qualifying dimensions for this customer market segment are top income earner which means the top 1% of the richest people in the world that are in the upper social class with occupation ranging from leader of countries, celebrities, top business executives and royalties. What set Ben Ohau Lodge apart from other vacation destination is its ability to fulfill the unique needs of this customer market segment which is also the determining dimensions. These determining dimensions include the secure, private, exclusive and far from public exposure that the lodge offers to its customers. The target customers of Ben Ohau Lodge are likely to be foreigner since one of the qualifying dimensions of its customers is the top 1% of the richest people in the world. According to Forbes publication on “The World’s Billionaires” in April 2012, there are only 3 New Zealanders in the list out of 1,153 billionaires. Targeting only local customers will not be profitable for Ben Ohau Lodge as the segment will not be big enough. Since the lodge is targeting the richest people in the world, then obviously its customers will be worldwide and mostly will be foreigner from all...
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