Case Name :      Surfside Leisurescapes

Authors :           Elizabeth M.A. Grasby, Karin Koopmans

Source :             Ivey Publishing

Case ID :            907A20

Discipline :        Marketing

Case Length :    12 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The hot tub division of Surfside Leisurescapes (Surfside), a backyard-living retail store, has consistently failed to meet sales expectations. The general manager must develop a comprehensive marketing plan to boost the division’s profitability in a highly competitive environment. Students are asked to analyze the profitability of Surfside’s product lines and make recommendations on promotional alternatives to generate increased interest in the products and the store. The analysis involves identifying the specific marketing challenge and analyzing the industry, hot tub consumers, the competition and Surfside’s capabilities.