1. Marketing Strategy
Colloquy Grog Shop's strategy will be based on communicating Grog Shop's value to the targeted segments. This will be done through a variety of methods. The first method will be strategically placed advertisements. One place that will be used for advertisements is the Willamette Weekly, the liberal arts magazine that details all of the entertainment in Portland. This will be the main source of advertisements because the demographics of their readership are fairly similar to Colloquy Grog Shop's demographics. Another source of marketing will be done with strategic relationships with companies that have similar customer demographics. One prime example is the Multnomah Athletic Club. While the club's patrons are not necessarily overwhelmingly single, the rest of the demographics match up. The MAC is a fairly exclusive downtown athletic club that by virtue of the membership costs, attracts professionals. The strategic relationship with be mutually beneficial where both organizations will develop visibility for each other. The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the first time. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.
The mission of Shandalier is to provide a safe and aesthetically pleasing atmosphere; while being able to offer family fun at affordable prices.
1.2. Marketing Objectives
Maintain positive and consistent growth each quarter
Increase recognition among teenagers. If we can increase awareness among teens, we can work to keep them as adult consumers. Increase market share by 5% by December 2015
Increase name recognition
Increase consumer awareness of our commitment to the community.
1.3. Financial Objectives
A double digit growth rate for each future year.
Reduce the variable costs through efficiency gains.
Reach profitability within the first year.
1.4. Target Markets
Shandalier operates in the Mecklenburg County area targeting families with children ages 3-45 near the 28273 zip code. This area is nearest the competitor Carowinds. Mecklenburg County is a prosperous community with no theme parks in North Carolina. 2011 estimates put the population at 731,424 in 2012 the estimate population in Charlotte will increase approximately 7.5% .
Shandalier will position itself as a reasonably priced amusement park that has an innovative, effective system for allowing families of all ages to enjoy an exciting but yet thrilling experience. Shadalier's positioning will leverage their competitive edge: This system is a competitive edge because most amusement parks do not have a niche that they are concentrating on. While every amusement park has a certain "thriller" and that is why someone will choose one amusement park or another, the thriller is only surface deep. The business model of the establishment is to provide entertainment to create a social setting as well. Shandalier is distinguished by the fact that our business model concentrates on developing value for customers beyond exciting rides. Shandalier develops an effective, albeit inherently structured, social setting that encourages meeting like-minded individuals. Providing the rides and entertainment is the source of income, an ancillary part of the business model. Generating value for the customers is the main focus, if the customers are happy then the revenue will follow (assuming of course that proper marketing and financial controls are employed). Concentrating on the client's needs beyond providing thrilling rides are the...
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