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5.1.1 Name THREE aspects that will determine the target market for the Springbok Game Lodge - NSC Hospitality Studies - Question 5 - 2017 - Paper 1
Question 5
5.1.1 Name THREE aspects that will determine the target market for the Springbok Game Lodge. 5.1.2 Determine whether promotion was used as a marketing strategy and ... show full transcript
Worked Solution & Example Answer:5.1.1 Name THREE aspects that will determine the target market for the Springbok Game Lodge - NSC Hospitality Studies - Question 5 - 2017 - Paper 1
Step 1
Name THREE aspects that will determine the target market for the Springbok Game Lodge.
Answer
The target market can be determined by various factors:
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Demographic Factors: This includes marital status, age, and family size, which influence the type of accommodation and services needed. For example, families might prefer larger rooms, while couples might look for more intimate settings.
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Psychographic Factors: These involve lifestyle preferences and interests, such as those who seek adventure (game drives) versus relaxation (spa and sauna).
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Product-Related Factors: The specific offerings such as the type of activities available (game drives, tennis) and the unique location (midway between Cathcart and Queenstown) play a crucial role in attracting the target market.
Step 2
Determine whether promotion was used as a marketing strategy and give a reason for the answer.
Answer
Yes, promotion was used as a marketing strategy. The advertisement specifically states a promotional offer: 'Pay the single midweek rate of R600 and your friend/partner stays free when sharing with you.' This strategy effectively attracts potential customers by providing an incentive for group bookings.
Step 3
Name ONE disadvantage of using promotion as part of your marketing mix.
Answer
One disadvantage of using promotion is that it might devalue the brand. Frequent promotions can create a perception that services are not worth their regular price, leading customers to wait for discounts rather than booking at full price.
Step 4
Describe TWO requirements of the packaging of the snacks.
Answer
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Size Appropriateness: The size of the container should accurately reflect the quantity of the snacks inside to avoid misleading the customer.
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Usability: Packaging should be easy to handle, which implies that it should be lightweight and convenient, allowing customers to enjoy their snacks without hassle.
Step 5
Identify FOUR aspects that the Springbok Game Lodge could have included in their business description.
Answer
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Business Address: Clear information on the location of the lodge.
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Branding: A strong brand identity that reflects the unique experience offered by the lodge.
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Type of services provided: Detailed descriptions of accommodations, meals, and recreational activities available at the lodge.
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Target Market: A clear identification of the target audience to attract the right customers.
Step 6
Explain how the Springbok Game Lodge may contribute to job creation and give TWO examples.
Answer
The Springbok Game Lodge can contribute to job creation in several ways:
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Direct Job Creation: This includes positions such as lodge receptionists, room attendants, and tour guides, all vital for the smooth operation of the lodge.
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Indirect Job Creation: The lodge supports local suppliers and service providers, such as linen manufacturers and food suppliers, which also creates additional jobs in the community.
Step 7
Step 8
Explain the interrelationship between sales and marketing and the finance department.
Answer
Sales and marketing are responsible for generating revenue by attracting and retaining customers, while the finance department manages the budget and ensures that resources are allocated effectively. Marketing efforts aim to create awareness and drive sales, which in turn provides the finance department with revenue figures to analyze and strategize for future expenditures. When both departments collaborate, they can optimize budget allocations leading to better marketing campaigns and improved sales performance.
Step 9
Identify THREE duties of the security staff.
Answer
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Monitoring and Patrolling: Security staff are responsible for monitoring the premises and ensuring that guests are safe at all times.
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Access Control: They manage who enters and exits the lodge, ensuring that only authorized personnel can access certain areas.
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Emergency Response: The security team must be trained to respond effectively to emergencies, including first aid and evacuation procedures.
Step 10
Name THREE entrepreneurial opportunities that are available in the hospitality sector.
Answer
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Culinary Ventures: Opening a restaurant or café that specializes in local cuisine or themed dining experiences.
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Tour Guide Services: Creating a business that provides guided tours of local attractions, wildlife, or cultural sites.
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Event Management: Offering services for organizing and managing events, such as weddings, corporate retreats, or team-building activities in unique locations.