Mktg305 Marketing Principles Group Project Assignment /Children Club

Group 17
Professor Newman
9 December 2016
Children Club
Keg?s Casino and Club for Kids is a great resort for families. It has the features of a Chuck E. Cheese or a John?s Incredible Pizza with a slight adult twist. Also for the following ages, 13 and up.

(Nawaf Zeriban?s part)
? History

For more than 150 years, clubs have been helping kids reach their full potential. The idea of children clubs emerged back in 1860. Boys & Girls Clubs of America had its beginnings in 1860 with three women in Hartford, Conn.: Mary Goodwin, Alice Goodwin and Elizabeth Hammersley, according to Boys & Girls Clubs of America. Believing that boys who roamed the streets should have a positive alternative, they organized the first Club. A cause was born. Young children always can make a difference that people do not notice. Looking at all ages and generations, there are some common places that attract certain ages to come together. Similarly, there are places for children where they gather for fun activities. Our marketing plan is based on building a children’s club that is quite different from other clubs.

? Characteristics

The idea is to build something unique in its own by adding activities that do not exist in other clubs. For example, our children clubs would include a gambling machine. The point from it is not to teach children how to gamble but rather to teach them the value of money and the value of easily losing and gaining it. Therefore, this gambling machines would contribute to the children maturity by teaching them lessons they are far from understanding at this age. The club would have different characteristics; in fact, it would combine characteristics of different children clubs available in today?s time. For instance, the club would have sports such as football and Ice Hockey. This would grant children a chance to engage in a physical sports and take care of their body. The club would also offer a religious sub club where children get to meet with others who are in same religions and different religions as well in order to give children this opportunity of getting to know more about other religions than theirs. Also there will be an academic sub club where students get to be treated as academicians. The academic club recognize children’s academic achievements or give children the opportunity to work in an academic area in more depth than offered in class.

? Distribution

Since our marketing plan is based on a children?s club, the idea of distribution is bigger than our simple club that is based originally in only one club. Had the marketing plan success and the idea of the unique club is welcomed by residents around the club, then it would grow to include the same type of club in near neighborhoods until we reach a mature market. We would call the distribution part as the new clubs that would open had the idea is successful.

? Competition
Competition is going to be intense since there are already the Boys and Girls Clubs of America available in the area. There are also the Scouting programs for kids which is close to idea of children clubs. Scouting offers some characteristics that are similar to our characteristics for the children clubs. For instance, Scouting offers all types of sports activities beside offering the academic achievement part of the children clubs that we are including in our children clubs. One of our main competitors is the Desert Kids club. The club offers evaluations & educational assessments learning disabilities and autism for kids. Those kind of specialty children clubs are to attract kids who are interested in certain areas even of those areas are included in our clubs, thus they are getting to be a main competitor. Another main competitor is the Coachella valley community trust kids club. Those clubs are already known for the residents of the valley and already serving kids of the surrounding areas.

? Problem

The problems that may be faced by our clubs are those of dealing with children themselves when introducing a new sub club in our club or dealing with regulations that may prevent us from teaching certain topics to children such as gambling. The idea of gambling is discussed further below in other section of the marketing plan. So we do not expect a smooth movement in creating and implementing all our ideas for the children clubs but rather such problems may emerge which would be dealt with accordingly.

? Opportunity

Our clubs also would focus on teaching children the value of volunteering and getting engaged with the community at early stage of life. This part would help children develop leadership skills, problem-solving skills, setting and achieving goals, working in teams, and communication skills. The administration of the clubs would always choose a project where students can engage and follow through all steps. They would then develop a sense of accomplishments, whether planting flowers or serving in a soup kitchen, children see the results of their hard work and have the satisfaction of knowing they are making a difference. Beside those opportunities there would be other opportunities that are not common for children?s age. For instance, teaching kids lessons about gambling such as the value of money and the value of gaining and losing it so quickly is one of the great ideas we are trying to integrate in our children clubs.

(Lu Shen?s part)
? Target market

The target market and product understanding is an important part of creating a marketing plan. There are various factors to consider when analyzing the target market such as demographic characteristics and the unique characteristics. The target market in this situation of a children club can choose to offer products such as coming up with sessions that involve playing music and dancing. Various types of music genres can be embraced when it comes to playing for children. Children be allowed to listen to music such as gospel music or secular music that communicates good attributes in children. The music should be well thought out and selected to ensure that it does not violate the law and regulations put in place but also ensure that the music can satisfy the children to make them enjoy. Children in the club can listen to the music and dance under supervision. This will help children have an interesting time and enjoy the services offered at the club. Dancing can also involve initiating a dancing competition where children in the club can team up and compete to win prizes so as to provide an incentive for people to participate. The idea of music and dancing conforms to the law and is advantageous because it also appeals to the children. The children will enjoy the exercises and still come back which means the target market will be secured.

? Demographics

Research is necessary to understand the market and the needs so as to focus on providing what they need. According to Shi et al. (2016), demographics include the age of the target market, the gender, geographical location and other factors related to it. Demographic characteristics determine the focus that a product has to focus on and the people the product intends to attract. The demographic target market, in this case, is children. This is mainly people under the age of 17 who are still under their custodians and are yet to be recognized as adults.

? Psychographics

To develop a product that appeals to children in a club setting can be a major challenge given the situation that law limits children in engaging in certain activities. As much as it is a challenge to find the right product mix for children in a club scenario it still is possible to find the right mix to satisfy the needs of children in a club.

? Geographic

Clubs are main places of recreation where people can meet and interact at a personal level and also get to partake in activities that they find interesting so as to encourage them to visit the place on a regular basis.

? Purchase Behavior

Children are by law restricted not to engage in alcohol drinking. A club for children that seeks to adhere to the law and give its members an interesting time should consider coming up with an idea of constructing a food court. A food court will be offering a range of dishes and drinks that children like to make them interested and keep them coming back to the club. The food court has to be selective and ensure that it offers food that is preferred by the children. A food court ensures that children will have an interesting time at the club. Researchers in the marketing field such as Dibb and Simkin (2016), argue that food is one of the things that is preferred across all the age demographic level. Investing in food is a sure way to ensure that children will enjoy. Some of the food that can be offered at the food court include fast foods like pizza which is a favorite with many children. Other products may be soft drinks, ice cream which children love and snacks such as potato crisps, biscuits, and candy just to enhance the idea of having a variety of products to satisfy the needs of the customers who in this case are children who are in need of having a good time.

? Communication

Video games have gained popularity among children in the recent years all over the world. The advancements in technology have helped to serve as an improvement that has motivated children to invest their time in watching and enjoying video games. This means that video games can help to appeal to children and help increase the customers at the club. The club can use video games to create some form of incentivized competitions where people will compete with the aim of winning a prize. The competition can be placed into different categories based on the age of children or rather customers at the club so as to ensure that every individual is accommodated in the plans of the club. To make it fun, there should be a judge regulating the activities who is concerned with coming up with the measures to determine the winners. Music can be played in the background as well to help steer the children to maintain happiness. The club should have such competitions mainly for such purposes. Through doing these activities the winners will always be motivated to play again while those who lose will come with a desire to win the competition thus keep playing.

Children in a club are out to have fun. Part of the reason why grown up people go to clubs is to engage in casino gambling, and a similar event can be introduced at the children’s level only that instead of playing for money the children club can play for other prizes. For instance, the club can come up with tickets that represent some form of prize like for instance a teddy bear, bike, toy car or other gifts that apply to children. Children are then allowed to play, and the one that wins claims the prize. There should be regulations to ensure that no form of monetary activity takes place at the table.

(Allison Turman?s part)
SWOT Chart

? Another fun place for kids to play at a decent price.
? May increase competition with other places mainly because it is a new fun place.
? Advertising. Both on and off screen.
? Another accommodation for somewhere to go. Weaknesses
? Moments of the year may be a slow time, such as the school year.
? Might have malfunctions in one of the machines or prizes.
? Some may not see a typical kid place with gambling machines.
? Focusing on the gambling machines: Can teach kids the value of money.
? Gives older kids a place to go and just hang out when there?s nowhere else to go. Allow them to branch out more.
? Arts and Crafts: Can embrace their creativity.
? Might win prizes that are cheaper than actual stores.
? If goes well with the technology prizes, the IPods, game consoles, Keg?s could partner up with the tech stores to embrace their product as well as Keg?s. Threats
? Could be out beat by competition.
? Prices could be raised due to competition prices.
? Tech stores could make their products cheaper so no one would want to win the technology prizes.

SWOT Actionable Recommendations:
Weakness #1: Times may be slow during the school year. Recommendation: Can put out promotion deals that would make kids want to come on the weekends.

Weakness #2: Might have malfunctions in one of the machines or prizes (technology). Recommendation: Find someone that knows the machines extremely well, and are close enough that the machine can be fix within a day or two.

Threat #1: Could be out beat by competition. Recommendation: Compare every element we have, to theirs. It?s possible that if we have the same elements, we could have the upper hand by raising the stakes. For example, the competition may have better prizes, so Keg?s would do some digging to see if we could afford updated and better prizes.

Threat #2: Prices could be raised due to competition prices. Recommendation: If reasonable, prices could be raised a bit higher, but still need to be aware of what a fair price would be to accommodate the consumer and Keg?s.

Weakness + Threat #1: The school year may be slow + could be out beat by competition = even though the school year may be slow, kids are still considering going to another club vs. Keg?s. Recommendation: Keep the promotions going, along with great service and entertainment.

In conclusion, the idea of a children club if well thought out and executed as discussed in the paper can be critical in appealing to the target market. The target market being children are under strict regulations which ought to be observed when selecting the product mix. A club should strive to have activities that accommodate everyone so as to keep each member entertained. This, therefore, means that the range of products discussed in the paper if rolled out at once in the club will be helpful in appealing to the different preferences that children may choose to engage in as a way of enjoying their leisure. All the activities and products mentioned requiring close supervision given that the clients or customers of the products are vulnerable and fragile to some extent. The children club idea, however, can be a massive success given that it will appeal to the selected customer base.

Dibb, S., & Simkin, L. (2016). Market Segmentation and Segment Strategy. Marketing Theory: A Student Text, 251.
Shi, T., Gu, W., Chhajed, D., & Petruzzi, N. C. (2016). Effects of Remanufacturable Product Design on Market Segmentation and the Environment. Decision Sciences.
B. (n.d.). Our History. Retrieved December 6, 2016, from

Mktg305 Marketing Principles Group Project Assignment

Identify the problems. Teaching cases are typified by the presentation of a problem,
or sometimes multiple problems, for the reader to systematically solve through the case
analysis process. After initially reading or skimming the case, you should read through
the case again for the purpose of determining what problems the main character
(principal) in the case is faced with solving.
Analyze the situation. After determining the problem faced in the case, you need to
analyze the situation surrounding the focal organization in the case. At the core of this
analysis is a SWOT analysis (SWOT is an acronym for strengths, weaknesses,
opportunities, and threats). Within the organization, what strengths and weaknesses
does the company have? Externally, or outside the organization, what opportunities
may be available to the organization and what threats could it face? If you are unfamiliar
with a SWOT analysis, you can find a wealth of resources on the topic through an
Internet search or at a library. Also note that other types of situational analysis
techniques may be available other than the SWOT analysis.
Generate potential solutions. The next step in the case analysis is the most creative
element, in which you generate a list of potential solutions to the problems faced in the
case. This is a brainstorming activity, although it is typical to narrow the list of potential
solutions to the two to four most reasonable options for solving the problem.
Evaluate potential solutions. After developing, and potentially narrowing, a list of
potential solutions, evaluate the advantages and disadvantages, or pros and cons, of
each. With each solution, what are its positive and negative characteristics and potential
consequences if implemented? Is the solution practical to implement? Effective
managers are able to analyze the virtues of each potential solution in the future, as well
as what pitfalls could occur.
Choose the optimal solution. The final step in the case analysis process is to choose
the best solution. Based on the advantages and disadvantages of the potential solutions
examined in the previous two steps of this process, which do you believe is the right
choice for the case principal and organization to take? Most important, you need to be
able to support and defend this choice. Be prepared to answer the question of why you
believe it?s the right choice and back up your choice with facts, data, or examples.
Potential Questions to Ask
A SWOT analysis will answer these questions:
? What are the internal strengths and weakness of your company?
? What are the external opportunities and threats in your industry and its
? Can any weaknesses be converted to strengths? Any threats into opportunities?
? How can your company take advantage of strengths and opportunities?
? What strategic changes can your company implement as a result of the SWOT
How to Perform a SWOT Analysis (Tim Berry)
? Bullet points may be the best way to begin
? Capture the factors you believe are relevant in each of the four areas
? The primary purpose of the SWOT analysis is to identify and assign each
significant factor, positive and negative, to one of the four categories, allowing
you to take an objective look at the business
? The SWOT analysis will be a useful tool in developing and confirming your goals
and your marketing strategy.
Strengths describe the positive attributes, tangible and intangible, internal to the
organization. They are within your control.
? What do you do well?
? What resources do you have?
? What advantages do you have over your competition?
Strengths capture the positive aspects internal to the business that add value or offer a
competitive advantage.
Weaknesses are factors that are within your control that detract from your ability to
obtain or maintain a competitive edge. Which areas might be improved?
Weaknesses might include:
? lack of expertise
? limited resources
? lack of access to skills or technology
? inferior service offerings
? poor location of the business
These are factors that are under the control of the business, but for a variety of reasons,
are in need of improvement to effectively accomplish marketing objectives. The more
accurately you identify weaknesses, the more valuable the SWOT will be.
What opportunities exist in your market, or in the environment, from which you hope to
benefit? These opportunities reflect the potential you can realize through implementing
marketing strategies. Opportunities may be the result of:
? market growth
? lifestyle changes
? resolution of problems associated with current situations
? positive market perceptions about your business
? ability to offer greater value that will create a demand for your services
If relevant, place timeframes around the opportunities. Does it represent an ongoing
opportunity, or is it a window of opportunity? How critical is the timing? If you have
identified ?opportunities? that are internal to the organization and within the control of the
business, you will want to classify them as strengths.
Threats include factors beyond your control that could place your marketing strategy, or
the business itself, at risk. You have no control over them, but you may benefit by
having contingency plans to address them if they should occur.
A threat is a challenge created by an unfavorable trend or development that may lead to
deteriorating revenues or profits. Competition ? existing or potential ? is always a threat.
Threats may include:
? competition
? intolerable price increases by suppliers
? governmental regulation
? economic downturns
? devastating media or press coverage
? a shift in consumer behavior that reduces your sales
? the introduction of a ?leap-frog? technology that may make your products
? obsolete equipment or services
What situations might threaten your marketing efforts? Get your worst fears on the
table. Part of this list may be speculative in nature, and still add value to your SWOT
analysis. The better you are at identifying potential threats, the more likely you can
position the company to proactively plan for and respond to them. You will be looking
back at these threats when you consider contingency plans.
The implications
The internal strengths and weaknesses, compared to the external opportunities and
threats, can offer additional insight into the condition and potential of the business.
How can you use the strengths to better take advantage of the opportunities ahead and
minimize the harm that threats may introduce if they become a reality?
How can weaknesses be minimized or eliminated?
What Weaknesses and Threats can be detoured?
Grading Analysis
Grading Scheme:
Knowledge: (20 Points)
Understanding of the past, current and future market needs. Analysis of basic
competitors, products, and opportunities.
Thinking: (20 Points)
Strengths, Weaknesses, Opportunities and Threats relate to your product. Analysis is
clear and thoughtful and is based on market needs competition and any other relevant
matters. A well-developed explanation of each shows what your product does well and
identifies both present and potential weaknesses.
Application: (20 Points)
A great deal of critical thinking is obvious. Appears that the group has carefully analyzed
their collected thoughts and has drawn appropriate conclusions. Unique overall plan
that is company and customer focused.
Communication: (20 Points)
Work is completed neatly, is well written, in outline format, there are no
spelling/grammatical errors. Chart is logically organized. There is precise and complex
vocabulary used. Sentences are properly written. Your thoughts are clear and thoughtprovoking.
The voice of the student as the writer is evident.
Target Market: (20 Points)
The Target Market is very well defined. An assessment of the market, demographics
and the economy are included. Expectations are to see unique characteristics from the
demographics and psychographics with references.
Total 100 Points
Problem Solving Assessment Rubric
Identification of
central problems
in a complex
Failure to
identify major
involved in a
of problems
but not clear
on main and
Identification of
the main
problems but
not all relevant
issues and
other problems
that may be
Identification of
all major
problems and
relevant issues
involved in the
Recognition of
multiple causal
factors involved
in a problem
Failure to
identify any
causal factors
involved in a
causes, but
not clear on
main problem
and other
Identified the
main causal
factor but no
other relevant
important for
Identified all
relevant causal
involved in a
Correct usage
of theories,
methods and/or
principles to
Usage of
incorrect or
theories and
principles to
application of
Identification of
major theories ,
methods, and
principles to
application of
all relevant
address the
address the
methods or
address the
principles to
address the
Generation of
solutions to
solve the
Failure to
solutions to
solve a
Generation of
solutions to
the problem
Generation of
solutions to the
problem that
are either
effective or
Generation of
highly efficient
and effective
solutions to the
Provision of
reasons and
evidence in
support of
Failure to
reasons or
evidence to
reasons or
evidences but
reasonable or
Provision of
arguments and
evidence to
Provision of
reasons and
evidence to
Scoring 5-9 Points 10-12 Points 13-15 Points 16-20
Mktg305 Group Project Case Fall 2016
Many products and services are purchased differently than just a few years ago. Each
generation has different challenges and technologies. The millenniums are the next
market segment for tourism. There are a few lodging styles to look at such as resorts,
budget hotels/motels, casinos, and boutique hotels. There are also many activities
such as theatre, music, pro sports, hiking, museums, restaurants, etc.
A family member of yours is looking to build a Millennium friendly vacation destination in
Coachella Valley (Palm Desert Area). They have already committed their life savings to
finance the project. Since they are not millenniums they are concerned the target
market may not like their ideas. You are asked to provide a Mini Marketing Plan with
your researched recommendations for a Millennium destination spot in the Coachella
What lodging, food, and/or activities would be successful for the Millenniums in the
Coachella Valley?
? Please provide a Mini Marketing Plan with referenced information and justified
? Follow the sample outline provided (no large paragraphs)
? Provide a minimum of 5 references
? Make sure content is clear and paper is visually pleasing.
Mini Marketing Plan Outline
? 6-12 single spaced pages
? 12 point font
? Outline format ? many headings and bullets
Target Market
Purchase behavior
Communication Style
SWOT Analysis Worksheet
STRENGTHS (to build on)

WEAKNESSES (to overcome)

OPPORTUNITIES (to explore)

THREATS (to minimize)

SWOT Actionable Recommendations:
Weakness #1 Recommendation:
Weakness #1 Recommendation:
Threat #1 Recommendation:
Threat #2 Recommendation:
Weakness + Threat #1 Recommendation:
Final Recommendations
Each Group Members participation level (rate 1-10)

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