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The Young Studio: Learning the Language of Marketing
內容大綱
The Young Studio Expression Arts (TYS) was a tutoring business based in Dubai, United Arab Emirates. Founded in 2020 by a former school teacher, TYS had a number of service offerings and worked with a variety of markets. It never turned down a potential sale. However, after two years of business, its owner found herself struggling to expand in the market with limited resources. A business consultation identified a key issue: that the business did not have a market strategy or target market. After considering background information on the possible tutoring markets in Dubai and the possible ways to segment the market, as well as the first two years of market insights gained by TYS, its owner would have to decide: Who was her target market?
學習目標
After working through the case and the assignment questions, students will be able to do the following:<ul><li>Understand what inputs go into creating a marketing strategy.</li><li>Understand vision statements, objectives, strategies, tactics, and measures.</li><li>Create various possible segmentations and apply logic to selecting the target market.</li><li>Evaluate target market selection. </li><li> Understand and be able to create positioning statements.</li></ul>