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Case Study example - Business Report: Media planning
Journalism & Communication
Pages 7 (1757 words)
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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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. ...
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