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Business Report: Media planning - Case Study Example

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Business Report: Media planning The Village Surf Shoppe is one of the top players in the surfing business in the United States of America. It is located in Garden City near Grand Strand in South Carolina. It is in the “Myrtle Beach retail trade area” (Village Surf Shoppe, 143) situated on the eastern coast of the country land outlining the North Atlantic Ocean…
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Download file to see previous pages SWOT Analysis Strengths Village surf has held itself with firm loyalty towards the avid surfers since 1969. It is a genuine surf shop packed with all kinds of material required for a true surfing experience; “surfboards and beachwear among the others. The prices of the products are set to fit the budget of the middle class that earn an annual income of less than $28,000. The location is on the western coast of the Atlantic Ocean. The place is a simple structure made of cinder block with beach images hand painted on the walls, made for being the surfers’ hang-out and also a comfortable place for non-surfing tourists. Village Surf Shoppe is the only shop in South Carolina sponsoring team riders. To move ahead of personal selling and sales up gradation through word-of-mouth, the shop has used guerilla marketing as its primary media vehicle. The innovative tactics and elements of surprise lurking in this marketing strategy strikes the purchaser at a personal level, which makes the marketing campaign more successful than traditional methods. To build product awareness, Village surf stickers and branded t-shirts have gone a long way. Besides, it holds surf competitions quite regularly, which attract serious surfers from different places. Weakness Village Surf Shop is faced with local competition from Waller Bear’s, Surf City and Eternal Wave. Both Waller Bears and Surf City are within ten miles from the Village Surf Shoppe. Waller Bear’s offers skate merchandise besides surfing goodies. The shop area is tightly packed with merchandise. So it might be a trouble for the visitors to go around the shop with few friends or even locate a particular item form the lot. In today’s world the internet plays a major role in deciding the fate of a business enterprise. However, the Village Surf Shoppe does not seem to have a very strong website. The website does not provide enough information about the products it offers. A person would not find much information about the services that are available by going through Village Surf’s website. Opportunity There are more than five million surfers across the world and the market for this sport is growing at a rapid pace. Although it is a favorite choice for the surfers in the southeast, market for this surf shop is also growing inland in Columbia and Charleston in South Carolina and Charlotte in North Carolina. Hence it is not any more necessary to be an inhabitant of a beach town to be a serious surfer. The sports lovers are willing to drive for one to three hours in order to reach a surf shop. This provides unprecedented opportunity for the surf shop to expand its business. The target group is the population belonging to the age group of 18 years to 24 years. These men and women are young and energetic, and surfing is a healthy outdoor activity that provides a very good taste of adventure for these people to savor. The adventure loving young population also spends lots of time surfing the internet. Blogs and chat rooms help in the promotion of this sport via discussion among the like-minded people and serves as a strong medium of attracting potential customers in the Village surf. Village surf’s advertising slogan is “Hardcore since 1969”. Television programs, films and documentaries have assisted the growth of the market for surfing. Some reality shows like the one named Surf Girls have been ...Download file to see next pagesRead More
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