Project Scope

We require a marketing plan and launch strategy for a new souvenir product line as well as market research to support this sector in Whistler, British Columbia, Canada. Our 2020 expansion also will include product development and marketing for retail products to be sold online and to guests at the end of a safari.

Tourism is a competitive market and consumers have many activities to choose from in Whistler, BC. Our seasonal (summer) tour operation has clients from all over the world that come to us through several different channels. The new product strategy will differentiate our company and increase revenues. We are interested in innovative ideas.

Project

Analysis of all four marketing mix elements; product, price, distribution, and promotion for a Bear themed product line. We would like to see student team analysis of our products as they compare to competitors in our market-place to better understand our consumer needs and wants. We face competitive pressures and see a pattern of competitors mimicking our marketing and strategies. We would like to know why and how can we further differentiate.

A competitor analysis of local tour operators would be of great value. Direct competitors are important though, all activities in the resort act as competition in how our customers spend their time and money so we would like to do something different by selling souvenir items.

We are aligned with a strategy that explores "the retailing concept, the competitive environment, your customer, the consumer decision-making process, your marketing strategy, value chain/distribution channel, your customer relationships, your current strategic plan, your retail trading area, and your merchandising strategy."

The plan can include but not limited to:

• Go-to-market strategy for new products
• Develop new branding or communication strategy
  
• Pricing or service structure changes
  
• Customer personas or market analysis
  
• Promoting a new retail products
• Increasing brand awareness with a digital marketing strategy
  
• Identify key differentiators in attracting customers
  
• Increasing revenue or market share for an existing product/service.
  
• Identifying new market segments and opportunities.
  

Deliverables

We are open to any format of deliverable that best compliments the instructor’s assessment needs and the learning outcomes of the course. Word document, PowerPoint or other media is welcome. This will lead to insights and recommendations that address the needs of your organization.