Luxury Lodge's Target Market, Differentiation Strategies & Visitor Analysis - Essay Sample

Introduction

Luxury lodges are one of the most toured places in the world not excluding the solitaire lodge of new Zealand with its attractive fly fishing activity. Among the many factors making the lodge to prosper is its location that puts it in a better state to compete. The paper is aimed at analyzing the target market of the lodge, strategies for diffrention employed to compete, success factors and lodge guests and visitors.

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The Lodge Target Market

The solitaire is a luxury lodge located adjacent to Lake Tarawera and Rotorua tourist attraction in New Zealand. The solitaire lodge is known for its unique sceneries that are directed mostly to the affluent class of Canada, the United States, and some members of New Zealand on short holidays (Solitaire lodge, case 26). Turner focuses his marketing on fishing communities and attends a conference of fishers in an attempt to gain insight on fly fishing that the lodge is majoring in. The target of the hostel is to the society that view fishing as a luxury (Solitaire lodge, case 26). In its advertisements, the lodge focuses on tourist fishing around other accommodation areas. Turner also exposes the lodge to friends, former clients, and travel agents throughout the United States, including New York and Los Angeles. The effort of promotion in the country New Zealand focuses on the fly-drive and free-wheeling market that contribute to more than 200 bookings (Solitaire lodge, case 26).

How the Differentiates Its Products

The owner, Mr. Turner, uses exceptional publicity for the lodge that gives it a look in the face of the world. With the visibility of Halley's Comet from the area, the lodge uses this as a crucial factor to differentiate itself from other tourist attraction sites and, therefore able to outcompete (Solitaire lodge, case 26).

The furnishing of the lodge is done in native New Zealand timbers creating a rustic charm atmosphere that leaves every guest in wonder. The bathrooms are separated privately and attached to every suite making it elegant for the visitors. The lodge is elevated above, making it possible to view Lake Tarawera for its foreboding and mysterious nature giving it an added advantage over other resorts. Although fly fishing does not take a good effect on the face of the United States, it was a new strategy in the market that was entirely different (Solitaire lodge, case 26).

After the visit of Queen of England, Mr. Turner realizes that the lodge charges less than what market demanded and therefore opt to target wealth people. In addition to this the lodge advertisement was more focused on professionalism in service provision and fishing quality (Solitaire lodge, case 26).

The Success of the Lodge

The lodge's success is solely attributed to the product redefining as its largest customers are from the United States. Strategizing the lodge as a "county inns" gives not only the people of New Zealand the chance to visit but also to the ears of Americans a place to belong (Solitaire lodge, case 26). In addition to the redefining of its product, the lodge positioning plays a significant role in seeing its success. Its location close to other tourist attractions such as Halley's Comet, Lake Tarawera and a connecting road along the green and blue lake adds more to its appeal (Solitaire lodge, case 26).

Lodge Guests and Visitors

However, the lodge focused is mostly on the United States and neighboring locality of New Zealand; hence there is a gap that locks away other parts of the world. For this reason, the management of the lodge can increase its outcome through advertisement globally. The administration also can focus on the local market by reducing the charges of services they offer on local county people, which might result in more booking (Solitaire lodge, case 26).

Lessons Learned

In the effort to salvage the lodge, Turner repositions his strategies that are clearly showing that personal decisions without a market auditing can be fatal in any business. Therefore, to avoid the necessity of repositioning, the concerned management should access the market before setting the goals of any activity.

Reference

Case 26. (n.d). Solitaire Lodge of New Zealand .p. 1-3