Event palnning Case Studies Essay Example | Topics and Well Written Essays - 1000 words

Event palnning Case Studies - Essay Example The product is golf shoes, the customers are the golf players at the establishment and the competition is the other competitive golf clubs in Ohio. The strategies applied in the sale of golf shoes at this expo revolve around pricing because of the nature of the event. The only formula of advertising that is valid is guerrilla publicising. A focus on brand identification is yet another strategy used to attract the local golfers and the tourist golfers. Guerrilla marketing involves the use of the ushers and concession workers to market the product. As the guests arrive at the expo, these personnel engage the guests in the products available at the shop and propose the purchase of a pair of golf shoes. Informing the clients that the product is only available at pro shops informs the golfers that the shoes are meant for serious golfers and this gives the product a certain air of quality. Setting a reasonable price for the sale of the product is essential in beating the competition and the creation of a huge profit margin. In this case, the manufactured goods are intended at targeting the golfers; therefore it has a particular business. Pro golfers are expected to want to purchase quality products. The products pricing aims at reaching the equilibrium point which in this case, is the price that the golfers are willing to buy at versus the price that the sellers have set. The smaller that this margin is, the higher the rate of success. There is the price that the company set so as to achieve a profit that will cover the cost of production. This goal must be attained for the sale to be considered a success. This, however, limits the level of compromise in the sale of the product considering that it targets a specific market (golfers). Success in the guerrilla marketing strategy may warrant the use of market pricing that is the pricing of products in relation to the business aspect. With the customers knowing that the golf shoes in the sale are quality