個案資料
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Gracie Barra London
內容大綱
The owner and operator of the Brazilian Jiu-Jitsu gym Gracie Barra London (GBL) in London, Ontario, sets out to develop a comprehensive marketing plan to increase membership enrolment by 40 per cent. GBL currently has100 members, and the owner hopes to leverage the recent explosion of the Ultimate Fighting Championship and mixed martial arts to continue to grow his business. After operating GBL for six years on a part-time basis, he is ready to operate the gym full time. He has personal savings of $3,000 and a private investment secured for a potential gym expansion. Now he must decide which direction he wants to take his business and how best to market GBL.
學習目標
<ul><li>To expose students to ways in which a business with core values can expand its customer base in an increasingly competitive environment.</li><li>To let students practise their analytical skills by examining the business’s internal capabilities and its fit within the external environment.</li><li>To give students practice at analyzing the consumer and the competition and then drawing implications from this analysis that are relevant to the business decision.</li><li>To give students practice in selecting an appropriate target market (or markets) and then focusing on how best to attract this market (or markets).</li><li>To provide students with the opportunity to practise making comprehensive marketing decisions that fit with the capabilities of the business and cater to the selected target market. These decisions include pricing, product offerings and promotion methods.</li><ul>