Product details

Following independence in Bophutatswana in 1977, Sol Kerzner constructed his multi-million dollar empire which became globally known as ''Sun City'' - a huge resort for the upper classes who wanted to gamble and spend in a tax free environment. Sol Kerzner, with a personality of an opportunist and having a tolerance for risk classified himself as a ''small'' business man. Kerzner, creative and ingenious as he was, saw a big opportunity in the large market provided by wealthy white people with an aristocratic lifestyle in South Africa. With the aim of making Sun City known internationally, Kerzner''s primary objectives should be to clearly identify a target market, and then to assimilate a marketing plan to increase the level of tourism. Sun City must be exclusively exposed to the elite consumer and not mass-marketed. Moreover, due to target market of various nationalities, alterations in the promotional approach will be necessary.