Marketing Strategies For – 1

Frosted Castle Family Entertainment

Facility
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Table Of Content
1. Background - Situation-Catalyst-Resolution
Framework………………………………………………………………………………3
2. Identification of Alternatives……………………………………...……………………...4
3. Decision Criteria ………………………………………………………………………....5
4. Evaluation Of Alternatives………………………………………………………………..6
5. Recommendations Of Alternatives ……………………………………………….............7
6. Recommendations Details.………………………………………………………………..8
7. Implementation Plan with Timeline.……………….………………………………….......9
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Background - Situation-Catalyst-Resolution Framework
Due to low attendance of audience, Tan Nguyen needs to change, emerge and adopt new strategies in order to improve and
increase its profitability and market value.

Situation Catalyst

In spite of having 14 public skating The manager is considering to reduce and

sessions in ice skating schedule, it fails cancel some of the less attractive public
to attract people and generate sessions.
revenues.

Resolution

How can Tan Nyugen accelerate growth, increase its profitability and acquire new
customers?

Tan Nyugen must review his ongoing strategies and plans, and needs to build a
whole new plan in order to make profits.
Identification of Alternatives 4
There are 3 possible alternative strategies that Tan Nyugen must follow and implement in order to combat the current
problem to increase profits. They are -

Alternatives For The Problems

Alternative 1: Alternative 2: Alternative 3:

Maintain the Status Quo. Invest in Offer incentives on weekends
Advertisements and twice a month.
Marketing Promotions.
Decision Criteria 5
The chosen marketing strategies and identified alternatives must comply with the following questions to obtain more
profits and sales revenues including financial and non-financial means.

1. Will the new strategy help increase 2. Will the identified alternative 3. Will the adopted strategy help
sales profits and create awareness help retention of existing audience maintain and grow the number of
to acquire new customers? and maintain the level of satisfaction? audience throughout the year

5. Are the alternatives or strategy

4. Will the analyzed alternative build affordable and within the financial
the goodwill of the firm? means of Frosted Castle Family
Entertainment Facility?
Evaluation Of Alternatives 6
Investing heavily on ambience and promoting the business on rock music radio station, turned out to be
very disappointing. Therefore, Tan must consider these 3 alternatives/ solutions for rapid growth in sales
and profits.

Alternative 1: Alternative 2: Alternative 3:

Invest in Advertisements and Offer incentives
Maintain the Status Quo.
Marketing Promotions on weekends twice a month.

1.Will the new strategy help No. Maintaining the status quo Yes, advertising online through social Yes, offering special incentives like
increase sales/profits and create will not lead to increased sales or media attracts new customers which coupons, discounts help gain attention
profits as the services would be leads to increased sales and profits of new customers
awareness to acquire new customers? maintained at the same level
2. Will the identified alternative No. Customer satisfaction will not Yes, they have experienced the Yes, offering special incentives to
help retention of existing audience increase as there will be no facilities before, getting exposed to existing customers always help
and maintain the level of satisfaction? improvements made to the current promotions via online presence, will increase retention and satisfaction.
services and facilities. encourage them to visit more.
3. Will the adopted strategy help No, if Tan continues his ongoing
maintain and grow the number of strategy, he might get into debt and Yes, the image of the firm will increase Yes, discounts and coupons creates
therefore implementing new plan is as it will reach the right audience awareness as well as authenticity of
audience throughout the year (youth,couples) at the right time. the firm for new customers.
necessary.
4. Will the analyzed alternative build/ No, maintaining the status quo will Yes, online promotions helps create a Yes, audience prefers such incentives,
increase the goodwill of the firm? not increase the brand image, brand image and indirectly leads to and therefore this might help building
implementing a new plan is a must. more sales and profits. the goodwill of the firm.
5. Are the alternatives or strategy
N/A, There is no financial No, since advertising and promotions Yes, offering special incentives every
affordable and within the financial to reach on large scale requires more month twice is within the financial
means of Frosted Castle Family investment to be made
capital, this option is not affordable means of the firm
Entertainment Facility? 6
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Recommendations Of Alternatives.
Frosted Castle Family Entertainment Facility must consider focusing and upgrading customer
satisfaction/experience, investing on advertising and offering sales promotions.

Focus on customer experience and satisfaction.

By improving the internal environment and appropriate public sessions for skating to obtain the desired level of
satisfaction and experience.

Invest on Advertising and Marketing promotions.

Consider 360 degree view of target audience (youth, couples), on social platforms to understand the current
trends, preferences and attitudes for acquisition and retention.

Sales Promotions (twice a month).

Offering special incentives like coupons, vouchers, discounts and loyalty points to existing customers will help
retention and attract new customers.
Recommendations Details. 8
To achieve the identified and recommended alternatives/solutions, Tan must optimize his investments in building up their
market position and value through online presence and aim to increase more profits.

1. Tan must invest in advertising and marketing promotion strategies.

• Building up a strong online presence on various social media platforms helps gaining our target audience (youth, couples), by highlighting
the sessions, incentives and facilities.
• Online presence helps create awareness and authenticity to acquire new customers.

2. Tan must change the timings of the public sessions to increase the number of audience.
• According to the case, Tan must improve his Friday and Saturday public sessions.
• Instead of late evening sessions, Tan must offer early evening sessions like – 5pm to 8pm in order to increase the number of audience.

3. Tan must improve and strength his current market position by building up their goodwill.
• Tan must undergo his current strategy and compare with his competitors in order to focus and improve his plans.
• A comprehensive review of their competitors is required to adequately position the brand image.

4. Tan must prepare a financial model to maintain and increase profitability.

• Investing to increase the ambience and performance of the firm for better customer satisfaction and experience.
• A financial plan with current and future improvements is required.
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Implementation Plan with Timeline.
To achieve and increase the profit and continuous sales within the period of one year, Tan must implement
the plan assertively, beginning with immediate plan and then moving forward with a monthly actions.

Immediate Month 2 12 Months

Create awareness of the Frosted Castle Offering special incentives twice a Monitor the results and
on a large scale via online presence. month on weekends (discounts, improve the strategies
coupons) when necessary.

Month 1 6 Months
Introducing marketing Keeping track on success
automation tools for authentic and creating a strategy for
boosts and engagements. market expansion.