Miniature Golf Case Analysis
Executive Summary
John and Sandra want to start a miniature golf business in Windsor. open a video rental store and specialize in alternative, classic, and unique videos. They think it will be profitable because there are not many stores offering such movies in the Kitchener-Waterloo area. However, there are some problems to overcome, such as cost, location, selection, and the price to charge. They have to do more research on the area's demographics. They also have to try to convince both Mike's parents and the bank for loans for their startup costs. Mike's parents and the bank want them to prepare a well-thought out, detailed marketing plan in order to get the money, so their immediate goal is to develop a marketing plan that would enable them to get the money for their business.
Challenges
John and Sandra Brown have to cope with the following challenges:
1) The rental market in the Kitchener-Waterloo area is close to being saturated.
2) There is no single distributor offering the alternative videos, and the
distributors are hard to deal with.
3) The location that John and Sandra have chosen is not as well known as they
expected.
4) The cost is quite high to purchase the videos.
5) Their major customers, university students, do not know their store location.
Alternatives
John and Sandra have come up with the following alternatives for their video store:
1) develop a thorough, specific marketing plan
2) Avoid dealing with distributors
3) Stick to the niches they have chosen
4) Patronize video resellers
5) Buy used anime.
6) Expand stock after one year to include Chinese films.
Recommendations
In determining the appropriate marketing mix, the following is suggested:
1) There is nothing unique about many of the titles that John and Sandra want to
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