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Coconut Plantation Resort

Read the Case Study 15 on Coconut Plantation Resort from the textbook and include the following in a report format: (Do not answer the textbook questions) Introduction – an introduction to the report aimed at “selling” your recommendations to the Blackfield Hawaii Corporation. (100words) Target Markets - Identify at least three (3) potential target markets using your knowledge of market segmentation and current research of visitors to Hawaii. Justify your opinion using a minimum of two references. (400words) Restaurant Concept - What type of restaurant would you recommend that Blackfield Hawaii Corporation build for the resort development? Explain your choice and outline your concept using your knowledge of market positioning. (300 words) Marketing Strategies - Develop a minimum of three (3) Marketing strategies for your restaurant concept, demonstrating your knowledge of the Marketing mix / 4Ps. You should blend your product, pricing, promotional and distributional strategies rather than approach them separately. (1100 words) Conclusion – a persuasive conclusion to the report, summarising your recommendations to the Blackfield Hawaii Corporation. (100words)


The management of Blackfield Hawaii Corporation has encountered with a verdict concerning the most suitable type of restaurant for its resort growth. This study will be prepared to design a restaurant that would assist the Blackfield Hawaii Corporation in order to appeal to their customers. The report will present three potential target markets with the moralities of market division and current investigation of tourists to Hawaii. It will also present what type of restaurant would be appropriate to the Blackfield Hawaii Corporation in order to build for restaurant development. In addition to this, the report will also present the marketing strategies for the restaurant concept and will also outline the approach of pricing, promotional and distributional strategies.

Target Markets

Market Segmentation is the procedure of apportioning the marketplace of potential customers into groups or segments, which is based on different categories, such as income, age, sex, family etc. the segments created are composed of consumers who will respond similarly to marketing strategies and shares similar traits such as interests, needs or location. Geographical segmentation is about dividing the probable target markets by countries, states, provinces, cities or neighbourhoods. Geographical segmentation could be used by Blackfield Hawaii Corporation complaints the island local food source. It is evident that island has easy access to seafood and native crop farms and cattle. Demographic Subdivision could also be exercised by Blackfield Hawaii Corporation as it is the most communal determination for the consumer groups(Hawaii: The Big Island, 2017).

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