The document proposes a marketing plan for a children's club called Keg's Casino and Club for Kids. It discusses the history and characteristics of children's clubs. The plan outlines the target market as children under 17. It proposes activities like gambling machines that teach money management, various sports, religious and academic clubs. The marketing plan discusses distribution to new neighborhoods if successful. Main competitors are identified as existing children's clubs. Potential problems and opportunities are outlined. A SWOT analysis is provided that examines the club's strengths, weaknesses, opportunities, and threats.
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Group 17MKTG-305Professor Newman9 December 2016Children Cl.docx
1. Group 17
MKTG-305
Professor Newman
9 December 2016
Children Club
Introduction.
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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
Strengths
· 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.
Opportunities
· 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
8. 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.
Conclusion
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
9. 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.
References
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
http://www.bgca.org/whoweare/Pages/History.aspx
Mktg305 Marketing Principles Group Project Assignment
How to SWOT
Identify the problems. Teaching cases are typified by the
presentation of a problem,
10. 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
11. 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:
company?
and threats in your
industry and its
environment?
into opportunities?
12. opportunities?
lement as a
result of the SWOT
analysis?
How to Perform a SWOT Analysis (Tim Berry)
four areas
sis 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
confirming your goals
and your marketing strategy.
Strengths
Strengths describe the positive attributes, tangible and
intangible, internal to the
organization. They are within your control.
13. ou have over your competition?
Strengths capture the positive aspects internal to the business
that add value or offer a
competitive advantage.
Weaknesses
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:
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.
Opportunities
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:
14. rket growth
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
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:
15. -frog” technology that may make
your products
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?
16. 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
17. spelling/grammatical errors. Chart is logically organized. There
is precise and complex
vocabulary used. Sentences are properly written. Your thoughts
are clear and thought-
provoking. 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
Learning
Objective
Unacceptable
(1)
Acceptable
(2)
Proficient
(3)
Superior
(4)
Identification of
central problems
in a complex
18. situation
Failure to
identify major
problems
involved in a
complex
business
situation
Identification
of problems
but not clear
on main and
related
issues.
Identification of
the main
problems but
not all relevant
issues and
other problems
that may be
related
Identification of
all major
problems and
relevant issues
involved in the
situation
Recognition of
multiple causal
factors involved
19. in a problem
situation
Failure to
identify any
causal factors
involved in a
problem
situation
Identified
causes, but
not clear on
main problem
and other
factors.
Identified the
main causal
factor but no
other relevant
factors
important for
problem
solving
Identified all
relevant causal
factors
involved in a
problem
situation
Correct usage
of theories,
methods and/or
20. principles to
Usage of
incorrect or
irrelevant
theories and
principles to
Ineffective
application of
relevant
theories,
Correct
Identification of
major theories ,
methods, and
principles to
Effective
application of
all relevant
theories,
methods,
address the
problem
address the
problem
methods or
principles.
21. address the
problem
and/or
principles to
address the
problem
Generation of
plausible
alternative
solutions to
solve the
problem
Failure to
generate
plausible
alternative
solutions to
solve a
problem
Generation of
plausible
alternative
solutions to
the problem
Generation of
plausible
alternative
solutions to the
problem that
are either
effective or
22. efficient.
Generation of
highly efficient
and effective
solutions to the
problem
Provision of
persuasive
reasons and
evidence in
support of
proposed
solutions
Failure to
provide
reasons or
evidence to
support
proposed
solutions
Provides
reasons or
evidences but
not
reasonable or
supported.
support
proposed
solutions
Provision of
reasonable
23. arguments and
evidence to
support
proposed
solutions
Provision of
strongly
persuasive
reasons and
evidence to
support
proposed
solutions
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.
24. 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
Valley.
What lodging, food, and/or activities would be successful for
the Millenniums in the
Coachella Valley?
information and justified
recommendations
inimum of 5 references
Mini Marketing Plan Outline
Guidelines:
-12 single spaced pages
– many headings and bullets
