Why are most target customers likely to be foreigners rather than New Zealanders?

Why are most target customers likely to be foreigners rather than New Zealanders?
Please adhere to the following guidelines when you prepare and submit your written case assignment(s). 1. Provide a top-line/executive summary as the introductory section of each case assignment (i.e., summarize the case situation, identify the main issues covered). This summary should be no longer than two to three paragraphs). 2. Answer the case questions provided in the text. They are listed at the end of the written case. Do answer each question separately, number them correctly, and answer them in sequence. Take care to point out the pros and cons of the main topics before you justify your answer. This approach demonstrates critical thinking and problem-solving skills. 3. Identify and discuss issues that you consider to be important or relevant to the case but are not covered in the case questions. 4. The case analysis should be 2 – 3 pages in length (i.e., double spaced, 12-point Arial font). 5. Please use APA format and in-paper citation 6. Be sure to include outside reference sources (and cite them) beyond the text. Include references as a fourth page. Please try to use references that are no more than 3 years old. I would like 2 internet references in addition to the one listed below. Reference from text: Perrault, W.D., Cannon, J.P., & McCarthy, E.J. (2019). Essentials of marketing: A marketing strategy planning approach (16th ed.). New York, NY: McGraw-Hill Education. Case Information: Case # 7 – Lake Pukati Lodge Nestled in the high country of New Zealands South Island is a getaway adventure playground unashamedly aimed at the worlds very wealthy. Presidents, movie stars, and other such globe-trotters are the prime targets of this fledgling tourism business developed by Lake Pukati Lodge. The lodge offers this exclusive niche the opportunity of a secluded holiday in a little-known paradise. Guests, commonly under public scrutiny in their everyday lives, can escape such pressures at a hunting retreat designed specifically with their needs in mind. A chance meeting between a New Zealand Department of Conservation investigator and the son of the former Indonesian president marked the beginning of this specialty tourist operation. Recognizing that filthy rich public figures are constantly surrounded by security and seldom have the luxury of going anywhere incognito, the New Zealander, Peter Slater, suggested that he and his new friend purchase a high-country station and hunting-guide company that was for sale. Slater believed that the facilities, and their secluded and peaceful environment, would make an ideal holiday haven for this elite group. His Indonesian partner concurred. Slater, who was by now the companys managing director, developed a carefully tailored package of goods and services for the property. Architecturally designed accommodations, including a game trophy room and eight guest rooms, were constructed using high-quality South Island furniture and fittings to create the ambiance necessary to attract and satisfy the demands of their special clientele. Although New Zealand has an international reputation for being sparsely populated and green, Slater knew that rich travelers frequently complained that local accommodations were below overseas standards. Because the price (NZ$700 a night) was not a significant variable for this target market, sumptuous guest facilities were built. These were designed to be twice the normal size of most hotel rooms, with double-glazed windows that revealed breathtaking views. Ten full-time staff and two seasonal guides were recruited to ensure that visitors received superior customized service, in fitting with the restrained opulence of the lodge. The 28,000 hectares of original farmland that made up the retreat and backed onto the South Islands Mount Cook National Park were converted into a big-game reserve. All merino sheep on the land were sold, and deer, elk, chamois, and wapiti were brought in and released. This was a carefully considered plan. Slater, the former conservationist, believed that financially and environmentally this was the correct decision. Not only do tourists, each staying for one week and taking part in safari shooting, inject as much cash into the business as the stations annual wool clip used to fetch, but the game does less harm to the environment than sheep. Cattle, however, once part of the original station, were left to graze on lower river-flat areas. For those high-flying customers seeking less bloodthirsty leisure activities, Lake Pukati Lodge developed photographic safaris and other product-line extensions. Horse-trekking, golfing on a nearby rural course (with no need for hordes of security forces), helicopter trips around nearby Lake Tekapo, nature walks, and other such activities formed part of the exclusive package. While still in the early stages of operation, this retreat has already attracted a steady stream of visitors. To date, the manager has relied solely on positive word-of-mouth, publicity, and public relations to draw in new customers. Given the social and business circles in which his potential target market moves, Slater considers these to be the most appropriate forms of marketing communication. The only real concern for Lake Pukati Lodge has been the criticism of at least one New Zealand lobby group that the company is yet another example of local land passing into foreign hands, and that New Zealanders are prevented from using the retreat and excluded from its financial returns. However, this unwelcome attention has been fairly short-lived. Questions to be answered: 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 Lake Pukati Lodge? How difficult is it for Lake Pukati Lodge to undertake market research? Elaborate.