EXECUTIVE SUMMARY

TIME CONTEXT:
Undated
VIEWPOINT:
Management of Blackfield Hawaii Corporation
Bob Cooper (Vice President of Blackfield Hawaii Corporation)
PROBLEM STATEMENT:
The management of Blackfield Hawaii Corporation was faced with the decision
concerning the most appropriate type of restaurant for its resort development. The
management needs to design a restaurant that would help Blackfield Hawaii
Corporation appeal to their customers.
Suggestion that had been offered to Bob Cooper for corporate development and
these are the following:
Moderately priced family restaurant with all three meals
A deluxe tablecloth restaurant
A fast-food restaurant
A lunch and dinner steak and chops restaurant
A specialty restaurant such as Italian restaurant
To establish a restaurant that will complement the existing resort and do not
replicate similar types.
STATEMENT OBJECTIVE:
1) What type of restaurant will be appropriate for local residents, traveler and hotel
and condominium occupants of Kauai?
2) What data must be gathered to make a decision on what type of restaurant that
will best fit the area and the company in terms of:
Geographic Segmentation: This permits the company to modify or change
the product, know the extent of their market reach, understand the cultural
differences of the region but most importantly have creative geographic
segmentation. By this we can identify what are the islands local food source.
Demographic Segmentation:
Psychographic Segmentation: This segregates the demographic more by
using social class, lifestyle, and personality profiles. A fact that occupants of
condominiums spent less in restaurants than was spent by occupants of
hotels, describes the lifestyles of different customer groups.
Behavior Segmentation: This segment is divided by buyers response,
attitude, knowledge, and use of the product.
Competitors:
Existing Competition
A. Coconut Palace
B. Fast food
Mexican outlet
Chinese outlet

 Hamburger outlet
C. Others
Steaks, fish, chops
Buzzs Steakhouse
J.J.s Boiler Room
D. Restaurants within hotels
3) What marketing strategy should be employed prior to opening?
BACKGROUND:
Tourism
Sees Kauai as a place with unique beauty and Polynesian atmosphere
Population weekend / short holiday vacation site
Independent travelers 55%, group travelers 45%
DEMOGRAPHIC:
Total population of 35,000
Ethnic makeup of resident population

13% 1%
28%
0%
18%
20%

19%

Japanese
Filipino
Caucasian
Hawaiian
Chinese
Mixed
Others

Strenght: The island has a unique beauty and Polynesian atmosphere.; The island
was also popular weekend or short-holiday vacation site for residents of Hanolulu
Weaknesses: Breakfast apparently reached market saturation; All restaurants
operated on a limited menu concepts; There is a little originality in food service
among table service restaurant; There is no specialty dish associated with each
restaurant and menus are quite similar
Opportunity: Kauai is situated twenty air minutes from Hanolulu.

How this become an opportunity They can tie- up or do partnership with airlines that
would help for the promotion of your new restaurant.
Opportunity: The resort is covered by hotels, condominiums, and shopping center
How this become an opportunity?: We can offer a menu that could provide specialty
dishes and offer variety of choices in the menu where price range will be affordable
to condominium occupants and shoppers as well as the hotel occupants
Threat: Several restaurants existed within Coconut Plantation Resort which were
located within hotels and within or adjacent to the shopping center; Coco Palms
Resort was only located less than two miles south from Coconut Plantation Resort
which was frequently mentioned by travel writers as an award winning restaurant
that featured Polynesian specialties
How to overcome the threat: Take advantage of the location of the resort wherein
hotels and shopping center is located at one place. Offer Polynesian specialties that
would motivate the travelers to stay in the resort rather than going or transferring
to Coco Palm Resort for dining. Make it a one-stop shop.
ALTERNATIVE COURSE OF ACTION
ACA 1: Establish a restaurant that offers Polynesian-Asian fusion specialty main dish.
Advantages:
-They will be the only restaurant in Coconut Plantation that would offer main dish
specialty.
-They are located near hotels, condominiums and shopping center that will offer
Polynesian-Asian dishes.
-Occupants of the hotel and condominiums dont have timw to travel less than two
miles to try Polynesian specialty dishes at Coco Palms Resort.
Disadvantage:
-They have to hire a good chef that could innovate Polynesian-Asian fusion cuisine,
but it would cost a higher salary for a skilled and talented chef.
-It would very difficult to find a chef specializing Polynesian and Asian dishes.
ACA 2: The structure and dcor of the indoor restaurant must have a PolynesianAsian atmosphere.
Advantages:
-The restaurant could still offer Polynesian-Asian atmosphere even during the rainy
days since it will be an indoor restaurant.
Disadvantages:
-It will be a high cost building structure as well as the decorations.
ACA 3: The restaurant must offer wide menu concept from Polynesian dishes to
different dishes in Asia. Every day the restaurant will offer specific menu concept
like Thai cuisine and each day the restaurant must offer on main specialty dish.

Advantages:
-There will be variety of choices of food for the guests so they will not get used to
the food offerings of the restaurant.
Disadvantages:
-Menu planning is very hard and time consuming for the chef.
ACA 4: The restaurant must tie-up with airlines for promoting the new restaurant.
Advantages:
-Customers will be aware of the restaurant and its offerings.
Disadvantages:
-The airlines might ask high demand for discounts or commissions to the restaurant.