個案資料
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Fleetway Bowling Centre
內容大綱
The owner/operator of Fleetway Bowling Centre in London, Ontario, is faced with making a decision on whether to introduce a new computerized software program that could combine bowling with the game of bingo. If he decides to go ahead with Bingo-Bowling, he needs to develop a complete marketing plan to introduce this game to the public. In particular, he must decide whom to target (league/recreational bowlers), what media to choose and whether this opportunity would be financially attractive for Fleetway. Lastly, he wondered how to market the game to a group with weak representation at Fleetway: The University of Western Ontario student market.
學習目標
The objectives of this case are to: introduce the dimensions of a thorough consumer analysis and show how that helps to develop a marketing strategy; evaluate market research and to design additional research.