Waituiwa Lodge - 1358 Words

Waituiwa Lodge Waituiwa Lodge is an exclusive getaway located in New Zealand’s South Island with a going price of NZ$700 (approximately US$516) per night that offers various outdoor activities designed to attract the richest and most prestigious people in the world. The main appeal of the lodge is its extraordinary seclusion, providing elite with privacy that they require. While the company has shown success in their strategies, they are currently facing dissension from the locals about their exclusivity, offering services primarily targeted for the male population, and using promotion strategies that may not sustain long-term customer loyalty. Waituiwa Lodge’s Marketing Strategy: * Target market: Wealthy elite who enjoy traveling†¦show more content†¦Keep the price the same (+) remain an inexpensive high-end getaway, maintain current level of operation and clientele (-) may attract people outside of the target market, making the location less attractive to the desired target market Promotion options: 1. Change the promotion strategy to include personal selling, advertising and sales promotion (+) attract more customers to the facility, position the brand how owners want it to be seen, increase awareness of the lodge (-) more expensive to include paid promotion strategies, reduces exclusivity of the lodge, requires market research which may result in additional outside cost 2. Maintain current promotion strategy (+) no additional costs incurred, maintains exclusivity of the lodge, no need for market research (-) cannot control negative publicity, word of mouth may be short-lived therefore limiting customer expansion and sustainable growth Community outreach options: 1. Donate a percentage of net profit to a local conservation society or other local cause (+) enhance community relations while assuaging negative feedback from locals (-) profit loss, does not guarantee local support/problem alleviation 2. Opening the lodge to locals at a discounted price during off-peak (+) would possibly silence complaints of locals not being able to access the lodge and