Complete Case details are given below :
Case Name : Canadian Western Agribition: Beefing up the Growth Strategy
Authors : Tatiana Levit, Michael Taylor
Source : Ivey Publishing
Case ID : W15094
Discipline : Marketing
Case Length : 21 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In early June 2014, the chief executive officer of Canadian Western Agribition, a not-for-profit organization, is reviewing the results of its 2013 agricultural show, a fair that takes place every November in Regina, Saskatchewan. The week-long event includes the largest livestock show in Canada, an extensive agribusiness tradeshow, a large marketplace of home products, a rodeo competition, and entertainment and educational programs that have a focus on First Nations. After bouncing back from major financial problems three years earlier, Agribition had generated almost $4 million in 2013. How can management ensure that it will continue to grow as a world-class event? Which customer segment – rural, urban or international – should be targeted? How can more visitors, ranchers and breeders be attracted to pay the admission, entry and commission fees that account for 90 per cent of the organization’s budget? How can corporate sponsorship and government grants be increased? To maintain its status as one of the best beef shows on the continent, management must implement a marketing and operations strategy that will meet the needs and interests of many groups, a key element for growth and profitability.
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