Case Study 2

The Coconut Plantation Resort was located on the island of Kauai on the islands of Hawaii. The BlackField Hawaii Corporation, a land development company specializing in developing commercial and residential properties, decided to build a restaurant in the Coconut Plantation Resort. The management, however, was faced with determining what the most appropriate type of restaurant they should develop for the resort should be. The case study gives some information about what already existed on the island before hand, including markets, other restaurants, hotels, condominiums, etc. along with what they all have to offer. Of all the information given, details about the current restaurants play a huge role in determining a type of restaurant to develop along with the service it shall have. It should be noted that this new restaurant should not replicate any other restaurant in the immediate resort area. But before a type of restaurant is selected this paper will investigate whether any additional information is needed before the selection has begun. It will also determine probable targets for the restaurant based on any new information along with what the case study has given us. Lastly, it will determine certain marketing strategies that should be employed after the selection and development process, before opening the restaurant.
In order to determine the type of restaurant the Blackfield Hawaii Corporation should develop in the resort, they must first research geographic, demographic, psychographic, and behavioral segmentations on the island. By researching geographic segmentation, the company may figure out their market reach and understand difference of the region. By using geographic segmentation, you can also see what foods are more attainable than others. What fish are popular around the area? What is considered a delicacy on the islands? Where are the nearest crops and livestock? Are they local? Detail into demographic segmentation can help determine a target