Surfside Leisurescapes
Executive Summary
This marketing computer program demonstrable for Steven Jentzen, the general manager of Surfside Leisurescapes aims to summation profits in the caustic ad valorem tax division of his company. This marketing plan lead increase net profits by 63% from $239,090 to $388,227. This plan overly calls for a total marketing budget of $62,500. The marketing plan consists of:
- Targeting quality-conscious home give birthers aged 35-55
- Selling besides one bourne of fervid tub; Jacuzzi
- Increasing average price of Jacuzzi hot tubs by 16%
- Changing the workshop layout
- Promotions through the AM 680 News station, the Food and Home Magazine, and the Newmarket Home Show
- liberal a $200 coupon to existing customers for every bracing customer referral
Surfside will target quality-conscious customers who will appreciate and shelter the high quality hot tubs that Jacuzzi makes. This target audience consists of albumin collar professional workers who be aged 35-55 years, own their own homes, and can afford to splurge on this luxury item. In 2004, Jacuzzi represented 61% of unit sales, 69% of revenue and 75% of gross profit, whereas Pacific accounted for 39% of unit sales, 31% of revenue and 25% of profit.
Jacuzzi has outperformed Pacific in all assessment categories. Since Jacuzzi is a well-recognized brand and is the hot tub chosen by more(prenominal) customers, Surfside will drop the Pacific brand and focus only on the Jacuzzi brand hot tub. The selling price will also be raised by 16% for this sassy target market who are willing to pay more for higher quality. The new prices still compare favorably to Sundance Spas and Coleman Spas, whom are Surfside’s closest competitors.
In terms of product display, the store layout will be changed to increase consumer exposure to the Jacuzzi hot tub division, since currently it is located in a remote recess of the store. The goal is to force customers who enter the...If you want to get a full essay, order it on our website: Ordercustompaper.com
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