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Marketing Case Study Blue Dolphin Restaurant.

3089 words - 12 pages

1.0 Product Information1.1 Product DescriptionAfter careful analysis, JBT Enterprise's has decided to design a marketing plan for one of its new restaurants located on the tropical Hamilton Island, Queensland. 'The Blue Dolphin', is a five-star ocean themed restaurant located at the entrance of the beautiful Hamilton Island Marina. The distinguishing feature of The Blue Dolphin is its unique underwater dining arrangement. This offers a spectacular view of the natural sea-life situated at the gateway to the Great Barrier Reef, one of the Seven Wonders of the World. The Blue Dolphin offers guests a superb dining experience that they would expect to find in a capital city rather than a tropical paradise. By combining the fine food and dining with very unique setting, travellers to the island will surely leave with a truly memorable experience.The Blue Dolphin is located five metres below sea level amongst the stunning island natural coral environment. The unique location and exquisite dining menu differentiates this restaurant from any other in Australia. The cuisine at The Blue Dolphin encompasses contemporary Australian flavours with international influences. To accompany the superb food, an extensive range of fine wines is also on offer. These range from locally produced to selectively imported flavours. Also featuring in the complex is a fully stocked underwater bar which boasts a romantic and magical atmosphere.1.2 CompetitorsPotential competitors of The Blue Dolphin include other fine dining restaurants located on Hamilton Island. These include 'Beach House Restaurant', 'The Outrigger Resort' and 'Mariners Restaurant'. These restaurants are well established and known on the island. Evaluative comparisons were mapped using a price vs. prestige/location originality (see Appendix A). Mariners is a fairly cheap restaurant and this shows in its plain setting and atmosphere. The Beach House is priced around medium and with it surf views rates rather high on prestige/location. Being part of a national chain of resorts, the Outrigger is quite expensive for a quite mainstream restaurant. The Blue Dolphin is aiming to enter the market in the high price, high prestige and location originality position. The romantic and unique atmosphere created by The Blue Dolphin underwater experience is totally unique and therefore fills a void in the current market that competitors cannot reach.1.3 Core Benefit PropositionThe Blue Dolphin offers a totally unique opportunity to be indulged in the romantic serenity of the sea. The combination of tantalising tastes and deluxe service ensures that the customers visit is truly magical.2.0 Segmentation and targeting2.1 Literature review of segmentationMarket segmentation is the process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes (Kotler & Armstrong, 1993). Within this process customers are classified into groups with different needs, characteristics and...

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