case study - final · 2018-02-07 · microsoft word - case study - final.docx author: courtney...
TRANSCRIPT
!"#"$ % & ' ""
CASE STUDY: Marketing at Skydive the Beach and Beyond
!!!
"#!$%&'()*#!"&(+*'!!""#"$%&$'()#*+',-*.%$#&/',++#0*.'
!()*+",%+'"+-./0"'1%2*3'+"2%45'-*3&"%-"650/*7'"-)'"8'%,)"-.#1.'$1"-)'"%,9.*+*-*:3":;"<.+-4%=*%"650/*7'">4:.?@"<=="
;*&.4'+"%3/",:22'3-%40"7%=*/"%+"%-"A%4,)"BC!D@!
,-./0123!"4$5627/-.8!E)%-"*+"+50/*7*3&F"!"E%-,)"-)*+"7*/':";:4"%3"*3+*&)-"*3-:"-)'"*3/.+-40G")--?+GHH7*2':@,:2HIJDK!CBC"
L7'4"!MCNCCC"-%3/'2"+50/*7'+"O'4'",:3/.,-'/"*3"<.+-4%=*%"*3"BC!P@"()*+"O%+".?"Q@JR":3"-)'"?4'7*:.+"0'%4@"S3"-:-%=N"*3,=./*3&"+:=:"+50/*7'+N":7'4"PBDNCCC"+50/*7'+":,,.44'/"*3"BC!P@"
T:3+*+-'3-"&4:O-)"*3"-%3/'2"+50/*7'"3.2U'4+"V4';'4"-:"W*&.4'"!X"+):O"-)*+"*3/.+-40"*+"+-4:3&"%3/"&4:O*3&"O'==@""
SKYDIVE THE BEACH COMPANY BACKGROUND: 650/*7'"-)'"8'%,)"%3/"8'0:3/"V6(8X"O%+";:.3/'/"*3"E:==:3&:3&N"Y6E"*3"!III@"()'"U.+*3'++")%+"&4:O3";4:2"%"+2%=="U'%,);4:3-":?'4%-*:3N".+*3&"%"+*1Z+'%-'4"T'++3%N"-:"%"U.+*3'++".-*=*+*3&"!J"%*4,4%;-"%,4:++"!!"/4:?"[:3'+"<.+-4%=*%ZO*/'@"
S3"-)'"!III";*3%3,*%="0'%4"-)'"U.+*3'++",:3/.,-'/"!NMKQ"-%3/'2"+50/*7'+";4:2":3'"=:,%-*:3"O)*,)")%+"&4:O3"-:"M!NBM!"-%3/'2"+50/*7'+"<.+-4%=*%ZO*/'"*3"-)'"BC!M";*3%3,*%="0'%4@"W*&.4'"B"*==.+-4%-'+"-)'"0'%4"U0"0'%4"&4:O-)"*3"-)'"3.2U'4":;"-%3/'2"\.2?+"2%/'"U0"-)'"6(8">4:.?":7'4"-)'"=%+-"M"0'%4+N"%3/"-)%-"-4'3/"*+"'1?',-'/"-:"&4:O@"
"IDR":;"-)'",:2?%30]+"4'7'3.'",:2'+";4:2"-%3/'2"\.2?'4+N"O*-)":3=0"DR";4:2"'1?'4*'3,'/"+50/*7'4+"V^;.3"\.2?'4+_X"%3/":-)'4"4'7'3.'@"
()'"6(8"&4:.?":?'4%-'+"%";=''-":;"!J"%*4,4%;-"O*-)"7%40*3&"?%++'3&'4",%?%,*-0N"*3,=./*3&"K"-.4U:"?4:?"%*4,4%;-"O*-)"%")*&)",%440*3&",%?%,*-0"%3/"=:O'4",:+-"?'4"-%3/'2"-)%3"-)'"+2%=='4"%*4,4%;-".+'/"U0"2%30":;"-)'",:2?'-*-*:3@"
6(8")%+"*3"'1,'++":;"BCC"'2?=:0''+"%3/",:3-4%,-:4+"%,4:++";:.4"+-%-'+@"
"
"
2#/3.*'45'61$%7'!3"$.%7#%&'6%&8*9':;<8#=*"
2#/3.*'>5'61$%7'?3"#&*""'6%&8*9':;<8#=*"
B"#"$ % & ' ""
BUSINESS EXPANSION: 6(8]+"&4:O-)",%3"U'"-4%,5'/"7*%"-)'";:==:O*3&"-*2'=*3'G"
"
"
RECENT DEVELOPMENTS: • L3"-)'"BK"A%4,)N"BC!DN"650/*7'"-)'"8'%,)"=*+-'/":3"-)'"<.+-4%=*%3"6-:,5"`1,)%3&'@"
()'0"%4'"-)'";*4+-"+50/*7*3&",:2?%30"-:"/:"+:"*3"-)'"O:4=/@"6)%4'"?4*,'+",=:+'/":3"a%0"!".?"DMRN"O*-)"%"2%45'-"7%=.'":;"b!!M"2*==*:3@"
• >:*3&"?.U=*,")%+"'3%U='/"6(8"-:"%,9.*4'"-)'*4"2%\:4",:2?'-*-:4N"<.+-4%=*%"650/*7'">4:.?"V<6>X@"()'"%,9.*+*-*:3"-%5'+"-)'"/4:?"[:3'",:.3-"-:"!J"3%-*:3O*/'N"%3/"-)'",%?%,*-0"-:"/:"*3"'1,'++":;"!CCNCCC"-%3/'2"\.2?+":3"%3"%33.%="U%+*+@"
• ()'4'"O'4'"%"7%4*'-0":;"4'%+:3+"U')*3/"-)'"4%-*:3%='";:4"-)'"%,9.*+*-*:3G"o `3%U='"-)'"6(8"&4:.?"-:":;;'4",.+-:2'4+"%"-4.=0"3%-*:3%="'1?'4*'3,'N"O*-)"-)'"
%U*=*-0"-:"\.2?"%-"2.=-*?='"+*-'+"%,4:++"<.+-4%=*%@"o <==:O";:4";%+-'4"&4:O-)"-)%3"-)4:.&)"'+-%U=*+)*3&"&4''3;*'=/"+-%4-Z.?"+*-'+@"o `3%U='"6(8"-:"-%4&'-"-)'"cda"2%45'-@"o 62::-)":.-"2:3-)=0"4'7'3.'"7%4*%3,'+"/.'"-:"+'%+:3%=*-0"V-)'"Y:4-)"
c.''3+=%3/"/40"+'%+:3":;;+'-+"-)'"+:.-)'43"+-%-'+"O*3-'4"+'%+:3X@"o <==:O+"-)'"6(8"&4:.?"-:"-%5'"%/7%3-%&'":;",:3+*/'4%U='"',:3:2*'+":;"+,%='@"
"
2#/3.*'@5'A.1-'B1&*'710%$#1&"'+1.':6?'%&8'!:C'
P"#"$ % & ' ""
MARKETING PROCESS:
"
"
! 0,1/41,7-49!4-4930,08"6''"ec.'+-*:3+]"+',-*:3"%-"-)'"'3/":;"-)*+"/:,.2'3-@""
! :425;1!2;0;42$<8!T:3/.,-*3&"A%45'-"f'+'%4,)"*+"%",:3+-%3-"?4:,'++"%-"6(8@"T:2?%3*'+"2.+-"*/'3-*;0"-)'*4"*3;:42%-*:3"3''/+N",:==',-"-)'"/%-%"%3/"-)'3"%3%=0+'"-)'"/%-%@"6(8"&%-)'4"U:-)"$4*2%40"%3/"6',:3/%40"a%-%N"%;-'4"O)*,)"-)'0"%3%=0+'N"*3-'4?4'-"%3/"2%5'",)%3&'+"-:"-)'*4"?4:,'++'+"-:",:3-*3.%==0"*2?4:7'"%3/"/'7'=:?"-)'"-%3/'2"+50/*7'"?4:/.,-@"
='>?@'#!.@(@8!
• T:2?'-*-:4"<3%=0+'+@"• T.+-:2'4"6%-*+;%,-*:3"6.47'0+@"• T.+-:2'4"a'2:&4%?)*,+@
!0*A%)B@'#!.@(@8"
• 6-%-*+-*,+";4:2G"o <.+-4%=*%3"$%4%,).-'"W'/'4%-*:3"V<$WG"OOO@%?;@,:2@%.X@"o T*7*="<7*%-*:3"6%;'-0"<.-):4*-0"VT<6<G")--?GHHOOO@,%+%@&:7@%.X@"
"
! ;014"9,0<,-6!:425;1!7"C;$1,D;08!650/*7'"-)'"8'%,)]+"2%45'-":U\',-*7'+"+-'2";4:2"-)'*4":7'4%=="?.4?:+'N"O)*,)"*+"-:"U'"4&E('@+>@FE!)&?G*'!H!*I('*?*!*IJ*'>*)A*@"
L-)'4"2%45'-":U\',-*7'+"*3,=./'G"
• A''-"%3/"'1,''/";*3%3,*%="0'%4"\.2?"3.2U'4"-%4&'-+@"• S3,4'%+'"*3-'43'-"+%='+@"• S3,4'%+'",.+-:2'4"+'47*,'"+-%3/%4/+@"• A%1*2*+'"';;*,*'3,*'+@"
"
" ! ,.;-1,K3!1426;1!:425;108""
M"#"$ % & ' ""
"
6(8")%7'"*/'3-*;*'/";*7'",:4'",.+-:2'4"&4:.?+N"%+";:==:O+G"
"
5 | P a g e
MARKETING STRATEGIES:
→ PRODUCT:
Actual Product: STB’s actual or augmented product might include:
• Tandem skydive. • Video & photo package. • Merchandise. • Customer Service. • Trusted brand. • Packaging.
STB “package” their tandem skydive by surrounding the product with a consistent use of their brand such as branding their parachutes in company colours, sign-‐writing vehicles with the company logo and imagery, and ensuring staff are dressed professionally in company uniform.
Core Product: STB’s core product is the tandem skydive, however also includes the following:
• Tandem skydive. • Tandem night skydive. • Learn to Skydive Courses (Accelerated FreeFall Course
or “AFF”). • Licensed/experienced skydivers (“fun jumpers”).
→ PRICE: Pricing methods include:
• Cost-‐based pricing: skydiving is an extremely expensive activity! Costs associated with insurances, planes, av-‐gas, equipment etc. must be covered in the cost of the product in order for the business to remain viable.
• Competition-‐based pricing: competitor analysis helps to keep STB’s finger on the pulse.
Price points differ across the company’s locations, check out www.skydive.com.au/prices to see how they vary according to location and state.
6 | P a g e
Pricing strategies include:
• Price penetration: for start-‐up locations; during the low season. • Promotional pricing: Winter Specials, last-‐minute Christmas Specials, Earlybird
Promotions.
→ PROMOTION:
STB utilise a variety of the methods in the promotional mix:
• Advertising: online, print and outdoor advertising including tourist publications, Google Adwords and billboards.
• Relationship Marketing: Social media, with an emphasis on Facebook (see www.facebook.com/skydivethebeach) and engaging customers and building relationships via competitions, great imagery, video content, cheeky banter and giveaways.
• Sales Promotions: Coupons and drop zone promotions.
• Publicity & PR: Celebrity skydives and interesting,
news-‐worthy stories” (see www.skydive.com.au/skynews)
• Opinion Leaders & Word of Mouth: If you have a great skydive, you tell all your family and friends, and maybe they will book in too! That is Word of Mouth marketing – it’s invaluable as it’s FREE! You just have to create an experience that will have customers raving (in a good way!). Social media such as Facebook and TripAdvisor reviews help to facilitate this process.
7 | P a g e
→ PLACE:
Direct:
• Website – online checkout and booking process (see www.skydive.com.au and click on “Book Now”).
• Telephone Call Centre. • Drop Zone sales.
Indirect:
• Travel Agents. • Online gifting sites (eg. Adrenalin, Red Balloon).
→ PEOPLE, PROCESSES & PHYSICAL EVIDENCE: People: Delivering the ultimate customer experience almost 100% relies on STB’s people. Customers have direct contact with Skydive the Beach employees every step of the way, from making a booking, to checking in, getting geared up, trained, meeting their instructor, the bus driver, pilot, ground crew and so on. A skydive for most people is a once-‐in-‐a-‐lifetime experience, it is also an expensive experience, therefore expectations in regards to customer service are high.
Processes: Delivering a high quality product in a timely manner is critical, therefore processes must be fine-‐tuned to ensure maximum efficiency.
Physical Evidence: Providing quality physical evidence to a customer is critical, especially when safety is such a key aspect of the tandem skydive experience. Having a clean and tidy drop zone is imperative in creating the ultimate customer experience and making a customer feel like they’re in safe, trustworthy hands.
8 | P a g e
→ E-‐MARKETING: eMarketing is a key component of STB’s marketing strategy, and includes:
• Email: Regular eNewsletter blasts, communicating new promotions, competitions, latest news and cool videos to their database.
• Website: Providing information about the skydive, facilitating a fast, easy-‐to-‐use online booking process.
• Search Engine Optimisation (SEO): Having a good SEO strategy means STB remain in the top organic rankings in Google.
• Social Media: Social Media is an important strategy at STB, as it appeals to their largest target market of 18-‐29 year olds. STB primarily focus on Facebook, TripAdvisor, YouTube and Instagram.
• Google Analytics: Allows STB to analyse website data and learn more about users and their online behaviour.
→ GLOBAL MARKETING: STB are not a global company, however they cater to a global audience via:
• Web pages in a variety of languages, including Chinese, Japanese and Korean. • Translated legal documents that customers are required to sign prior to
participating in a skydive.
→ IMPLEMENTATION, MONITORING & CONTROLLING: STB ensure all marketing activities conducted have clear objectives and targets. They then monitor them continuously throughout the campaign period and revise along the way as necessary.
ADDITIONAL RESOURCES:
Students can find additional resources at the following websites:
• www.skydive.com.au • www.apf.com.au • APF How to Skydive video: https://vimeo.com/96571020 • YouTube channel:
https://www.youtube.com/channel/UCXXHTrxgloolukSES8fvSvA • Flagship Facebook page: www.facebook.com/skydivethebeach • IPO information: http://www.smh.com.au/business/skydive-‐the-‐beach-‐ipo-‐
ready-‐to-‐launch-‐20150308-‐13tpqd.html • ASX information: http://www.asx.com.au/asx/research/company.do#!/SKB
9 | P a g e
QUESTIONS:
1. What is the company’s biggest source of revenue, and at what percentage? __________________________________________________________
2. How many aircraft does the company own, and why are they cheaper to run than other competitor’s aircraft?
______________________________________________________________________________________________________________________________________________________________________________
3. Skydive the Beach is now a publicly listed company. Name 3 reasons why the company
decided to list on the stock exchange? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
4. Using the information provided in this Case Study, conduct a SWOT Analysis for STB:
Strengths Weaknesses
Opportunities Threats
10 | P a g e
5. At what stage in the Product Life Cycle do you believe Skydive the Beach to be and why? ____________________________________________________________________________________________________________________
6. What are the five main customer groups that Skydive the Beach target? ______________________________________________________________________________________________________________________________________________________________________________
7. How does Skydive the Beach package their tandem skydive product? ______________________________________________________________________________________________________________________________________________________________________________
8. Name the two pricing strategies Skydive the Beach use: ____________________________________________________________________________________________________________________
9. What do you think are Skydive the Beach’s most effective Promotional Strategies and why?
______________________________________________________________________________________________________________________________________________________________________________
10. Why do you think it’s important for a company like Skydive the Beach to display positive elements of Physical Evidence?
____________________________________________________________________________________________________________________
11. Name 3 key aspects of Skydive the Beach’s eMarketing strategy: ______________________________________________________________________________________________________________________________________________________________________________
12. How does Skydive the Beach cater to a global market? ____________________________________________________________________________________________________________________
13. Extended response: Examine the Skydive the Beach website (www.skydive.com.au) and evaluate its effectiveness as a marketing tool (complete on a separate page).