Case Assignment
Read the attached Omarama Mountain Lodge case (textbook, p612) and conduct an individual case analysis. 4 pages
Please answer the following questions:
- Identify the likely characteristics of the market segment being targeted by the company.
- Why are most target customers likely to be foreigners rather than New Zealanders?
- Suggest what expectations target customers are likely to have regarding the quality, reliability, and range of services. What are the implications for the lodge?
- How difficult is it for Omarama Mountain Lodge to undertake market research?
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