Marketing Case Study Kerikeri Lodge
Running Head: CASE STUDY: KERIKERI LODGE
Case Study: Kerikeri Lodge
Joanne Hart - #7
BUSI 3773
LeTourneau University
Facts (Brief Summary)
Kerikeri Lodge is a getaway adventure playground designed specifically to appeal to the very wealthy. It is located in the South Island region of New Zealand. The facility boasts a beautifully architected lodge, with spacious rooms with large windows to showcase the spectacular views of the paradise region. It is located on 28,000 hectares of original farmland, which has been converted into a game reserve with the introduction of deer, elk, chamois, and wapiti. Guests are provided with privacy and security, and very upscale treatment and service levels. Activities include safari shooting, photographic safaris, horse-trekking, golfing, helicopter rides, and nature walks. Gerard Olde-Olthof is one of the founders and is currently the managing director of Kerikeri Lodge. Gerard was a New Zealand Department of Conservation investigator when he met up with the son of the former Indonesian president. They came up with the idea to purchase a high-country station and covert it into a private resort for the very wealthy. The facility was designed specifically to please its targeted affluent clientele, and provide highly valued privacy and security. The company is still fairly new, but is experiencing a constant stream of customers.
Marketing Strategy
Current Strategy
Kerikeri Lodge is an upscale vacation destination. The target audience is very affluent customers to whom price is not the determining factor for comparison or choice. The target market includes those customers to whom privacy, security, and extremely high customer care are most important. Kerikeri Lodge currently relies on word of mouth from past clients to continue to provide an ongoing stream of affluent customers. They also rely on publicity and public relations to reach their targeted customers. Kerikeri Lodge is
Case Study: Kerikeri Lodge
Joanne Hart - #7
BUSI 3773
LeTourneau University
Facts (Brief Summary)
Kerikeri Lodge is a getaway adventure playground designed specifically to appeal to the very wealthy. It is located in the South Island region of New Zealand. The facility boasts a beautifully architected lodge, with spacious rooms with large windows to showcase the spectacular views of the paradise region. It is located on 28,000 hectares of original farmland, which has been converted into a game reserve with the introduction of deer, elk, chamois, and wapiti. Guests are provided with privacy and security, and very upscale treatment and service levels. Activities include safari shooting, photographic safaris, horse-trekking, golfing, helicopter rides, and nature walks. Gerard Olde-Olthof is one of the founders and is currently the managing director of Kerikeri Lodge. Gerard was a New Zealand Department of Conservation investigator when he met up with the son of the former Indonesian president. They came up with the idea to purchase a high-country station and covert it into a private resort for the very wealthy. The facility was designed specifically to please its targeted affluent clientele, and provide highly valued privacy and security. The company is still fairly new, but is experiencing a constant stream of customers.
Marketing Strategy
Current Strategy
Kerikeri Lodge is an upscale vacation destination. The target audience is very affluent customers to whom price is not the determining factor for comparison or choice. The target market includes those customers to whom privacy, security, and extremely high customer care are most important. Kerikeri Lodge currently relies on word of mouth from past clients to continue to provide an ongoing stream of affluent customers. They also rely on publicity and public relations to reach their targeted customers. Kerikeri Lodge is
References: Perreault, W.D., Cannon, J.P., & McCarthy, E.J. (2008). Basic marketing: A marketing strategy approach. In J.E. Biernat (Ed.), New York: McGraw-Hill/Irwin.