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Allswell Productions: A Tough Act to Follow
內容大綱
The founder and executive director of Allswell Productions (Allswell), an amateur musical theatre company based in London, Ontario, and her team had seen tremendous success with their inaugural production, and they needed to determine what show to stage next. With a wide assortment of theatregoers in the London area, she needed to refine her target market and plan a production for the next season. She had to determine which show to stage, in which theatre space to stage it, how to price the tickets, and how to promote the show.
學習目標
This case is best suited as the first case in an introductory marketing unit within an undergraduate business class. The case provides an opportunity to apply a marketing framework that includes product or service, price, promotion, and placement. The case stresses the importance of fit between these decision points in a very obvious manner and thus makes a great example for students and instructors to come back to throughout their introductory marketing unit. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Learn about a young performing arts business without an established brand or defined target market.</li><li>Face decision points pertaining to service, price, placement, and promotion.</li><li>Discuss cost classification and the importance of selecting an appropriate volume index for quantitative analysis.</li><li>Perform break-even analysis.</li></ul>