Consumer Behavior Project Skatetastic Skate Park Marketing Essay

Length: 5 pages Sources: 3 Subject: Business Type: Essay Paper: #54818606 Related Topics: Sports Marketing, Market Segmentation, Behavior, Weather
Excerpt from Essay :

Consumer Behavior Project

Skatetastic Skate Park Marketing Strategy

Product Overview:

Skatetastic is a new skate and BMX park that will be located in the city of Brookings, South Dakota. This skate and BMX Park offers two separate courses for customers to use, a concession stand for food and beverages, as well as instructors for scheduled lessons. This will be the only skate park within 50 miles of the city of Brookings, South Dakota. Since there is no nearby competition, this park will give both children and adults a space further their talent, skills and creativity on skateboards and bikes. Skatetastic's mission is to create the ultimate skateboarding and BMX outdoor facility in South Dakota, appealing to all age ranges and skill levels. It is Skatetastic's goal to make every customer comfortable and satisfied each time they visit.

Skatetastic has three main criteria that will make them successful. Most importantly is that Skatetastic will offer a service that no one else in the area offers, customers would have to drive over 50 miles to find another skate/BMX park. The second success criteria is that over time the park will maintain two high quality courses for their customers. The third success criteria is the onsite staff which will give customers quality customer service and paid lessons, ensuring that we will maintain our current customers and attract new customers.

Skatetastic will launch a three tier marketing strategy used to generate customers. The first tier is creating printed materials which will be distributed at local sports retailers and restaurants. The second tier is creating an online presence through the new Skatetastic web site. Lastly, the third tier is holding skateboarding and BMX competitions and free clinics throughout the year to generate excitement about the sport and spreading the word about Skatetastic's facilities.

In addition to the skateboard/BMX courses, Skatetastic will have a concession stand. All of the food and beverages will be pre-prepared, so a full kitchen will not be needed. In addition to food, cold and hot drinks will be available. It will have an automatic cappuccino machine which will be easy for the staff to use and maintain. This will generate extra revenue to the park as well as allow customers to stay at the park longer throughout the day.

Market Segmentation:

Skatetastic's customer market can be divided into two different market groups. They are beginners and advanced customers. The beginner customers that are new to or have only tried skateboarding/BMX riding. These customers will need individualized help and most likely will use the lessons available at Skatetastic. The second group, advanced customers are already experienced in the sport and will be able to use the courses without assistance from the instructors.

As noted above, the customer market will be segmented into two different market groups:

Beginners: Customers who have never tried skateboarding or BMX riding or customers are just beginning to learn. This group will generate new customers if their initial experience with Skatetastic is positive because they will tell friends and family. Skateboarding and BMX riding is something that anyone at any age can try.

Advanced: Customers who already know how to skateboard/BMX ride that want to use the courses for fun, to advance their own skills, or compete in competitions. Skatetastic will give these users two different courses to conveniently use their skills on.

Skatetastic's strategy is straightforward, it is to attract the experienced customers as well as grow interest in beginners to try skateboarding/BMX riding. To grow the business for the beginner customers, Skatetastic will provide great customer service and lessons as well as sponsor competitions locally. Skatetastic will attract experienced users by providing an excellent course at a convenient location, as it is the only skate park within 50 miles of Brookings, South Dakota.

Product Position:

In Brookings South Dakota, Skatetastic is the only skateboard/BMX park available in a...

...

The closest park outside of Skatetastic is in Sioux Falls, SD. Because of the low competition, Skatetastic has excellent product position. By offering two courses for customers as well as lessons and concessions, customers will no longer need to drive over an hour to find a park. Skatetastic's value to the customer will be high because it will over the same or better services as parks an hour away from the customers.

Distribution Strategy:

Skatetastic skateboard and BMX park provides services in and around Brookings, South Dakota. Skatetastic will launch a three tier distribution strategy used to generate business. The first tier is creating printed materials which will be distributed at local sports retailers and restaurants. The second tier is creating an online presence through the new Skatetastic web site. The website will be submitted to several search engines such as Google and Bing, so it can be easily found by potential customers. The website address will also be included on all the printed material created as described above. Lastly, the third tier is holding skateboarding and BMX competitions and free clinics throughout the year to generate excitement about the sport and spreading the word about Skatetastic's facilities.

Promotion Strategy:

Skatetastic's promotional strategy will contain the following promotion types:

1. Distribution of printed fliers or brochures at competition events. These will quickly get information about Skatetastic's park and services to those that are already interested in skateboarding and BMX riding.

2. Distribution of printed posters or fliers at local retailers and restaurants. This will give information about Skatetastic's park and services to a wider range or potential customers. Placing information in these highly trafficked areas will create a presence in the community.

3. Placements of advertisements in the local paper. This will give members of the Brookings, South Dakota community information about Skatetastic's park and services. Promoting among the community is important because they will be the largest customer base.

Through these promotional strategies, Skatetastic hopes to encourage new customers to try skateboarding and BMX riding. Additionally Skatetastic wants to attract experienced skateboarders and BMX riders by using these promotional activities. By communicating this information to potential customers, Skatetastic will be able to educate customers on skateboarding and BMX riding.

Customer Satisfaction and Commitment:

It is important that Skatetastic retains customers once they visit the park for the first time. Having satisfied customers will create high customer retention. The two courses on site will provide customers with the ability to have fun and practice their skills. In addition to courses that will want customers to come back each time, there are additional services. These additional services include a concession stand, on-site competitions, and on-site paid lessons from instructors.

Skatetastic's concession stand will have food and beverages will that is pre-prepared, so a full kitchen will not be needed. In addition to food, cold and hot drinks will be available. It will have an automatic cappuccino machine which will be easy for the staff to use and maintain. This will provide customers with easy access to food and drinks while they are using the park which will give them higher satisfaction. The manager's contact information will be posted on site so customers can report any problems or complaints.

The availability of on-site competitions will allow the experienced customers access to participate in local competitions. Customers will be satisfied because they will be able to practice and compete in one place. At each event participants and those watching the events will be given the opportunity to complete surveys on what they liked and what could be improved at future events. Instructors of the on-site lessons will be given annual bonuses based on their customer's feedback, which will encourage them to do their best every day.

Appendix: Skatetastic Skate Park SWOT Analysis

Strengths

Weaknesses

Brand Strength

Distribution Channels

Lack of Current Customer Base

Reliant Upon Low Competition

Opportunities

Threats

New Service Introduction

Low Competition

Weather Conditions

Strengths:

1. Brand…

Sources Used in Documents:

References

Anonymous. "Park Costs -- General Information." SPAUSA: Skate Park Association of the United States of America. November 20, 2011. Retrieved from http://spausa.org/park-costs.html

Coyne, Kevin. "The Customer Satisfaction Survey Snag." Business Week. June 19, 2009. November 20, 2011. Retrieved from http://www.businessweek.com/managing/content/jun2009/ca20090619_272945.htm

Wilson, Ralph. "The Web Marketing Checklist: 37 Ways to Promote Your Website." Web Marketing Today. April 19, 2011. November 20, 2011. Retrieved from http://www.wilsonweb.com/articles/checklist.htm


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