Strategic Marketing Decisions: A Case Study on Consumer Engagement

This assignment delves into the intricacies of developing and implementing effective marketing strategies within business environments. Drawing upon seminal works in marketing management, relationship marketing, and integrated communication, students are expected to critically analyze how businesses leverage these strategies to enhance market presence and consumer engagement. The focus will be on understanding the dynamics between strategic planning and execution, brand awareness, and their collective impact on market outcomes. Through case studies and theoretical insights from authoritative sources, participants will explore the multifaceted nature of marketing strategy formulation and its implications for competitive advantage in a globalized marketplace.

Running head: MARKETING STRATEGY AND PLAN
Marketing strategy and plan
Name of student
Name of University
Author note

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MARKETING STRATEGY AND PLAN
Table of Contents
Introduction......................................................................................................................................3
Question one: What is the problem or the key issue related to the case study case and defining
the marketing related problem statement.........................................................................................4
Question two: Analysis of the environment by using an active SWOT matrix to determine the
strengths and weaknesses of Sugar Bowl 500.................................................................................5
Question three: Defining the major segments and conducting researches for assisting in the
development of an effective marketing strategy..............................................................................8
Question four: Outlining the SMART objectives for the organization and explaining your
proposed marketing mix strategy for the organization..................................................................10
Question five: Discuss the various implications based on the implementation of the proposed
strategy...........................................................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

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MARKETING STRATEGY AND PLAN
Introduction
Sugar Bowl is one of the most popular business organizations, which has started to
innovate its business after the closure of Westlake for providing better customers’ experiences
and meeting the expectations of the customers as a whole. The transformation process will be
managed by identifying the issue related to the case study at first, i.e., the issue of staffing and
furthermore identify the strengths and opportunities of the organization to sustain in the
competitive business environment with convenience. Researches will be done as well for the
various market segments to develop a proper marketing strategy and ensure that the needs and
preferences of customers in various market segments are met properly (Armstrong et al. 2015).
The SMART objectives will be demonstrated here for assisting the company to focus on the
achievement of marketing mix outcomes as well as ensure gaining sustainability and competitive
advantage in business.
Question one: What is the problem or the key issue related to the case study case and
defining the marketing related problem statement
Sugar Bowl is a popular and established bowling alley where people can enjoy the sport
of bowling and ten pin bowling. There are long wooden lanes prepared for managing the
movement of balls and hit the right area for distorting the things that have been targeted at. Sugar
Bowl is a modern bowling alley that holds automatic and mechanical pinsetters and can structure
the pins within quick time to which the balls will be thrown at. This bowling alley has become
one of the most predominant business for the middle class family and have been prominent in the
urbanized areas all over the world (Baker 2014). One of the major issues faced was the staffing
crisis, which meant lack of workers within the organization and increase in the level of turnover
of employees.

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MARKETING STRATEGY AND PLAN
According to the financial reports, the company has earned huge amounts of profit, still
due to the various social and environmental factors; there has been decline in sales and
emergence of marketing related issues in business. One such issue could be the decrease in
popularity of the weekly league bowling teams and even the bowling individuals have grown
older. The costs of managing health and safety and management of utilities have gone higher and
this has resulted in generating marginal revenue from the limited food and drink menu at
Westlake. Though bowling often works as a good game that can be enjoyed by many, still there
are various other forms of entertainment that have given stiff competition to the bowling game
(Berthon et al. 2012). The time for families has decreased and due to the over scheduling of time,
kids also cannot spend enough time to play bowling game at Sugar Bowl, US. From the case
study, it could be understood that after the opening of the bowling lounge, though enough profits
have been generated, still Shelby Givens, the present owner of Sugar Bowl has sacrificed a lot.
She had not been getting enough time to relax and enjoy with their friends and families and even
faced issues to concentrate on what was needed to be achieved in her personal life (Best 2012).
The organization needed further renovation, which was made possible by Givens through
assessment and prediction of the projected costs of company startup and incidentals. The
forecasting techniques showed that $600000 would be needed and she managed to raise $200000
from her families and friends and remaining $400000 as loan from the SBA bank. The loans
were taken considering the term of 5 years and an interest rate of 8 percent. There were various
symptoms regarding the resolving of marketing related problem of staffing crisis like the loan
where the home of Givens was provided, i.e., a condominium in Raleigh as loan collateral. Based
on the needs and objectives that are needed to be accomplished, it could be understood that the
entire management of business renovation would take a time of 9 months to one year (Blakeman

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MARKETING STRATEGY AND PLAN
2014). To reduce the staffing crisis and even enable the bowling game to survive in the
competitive family entertainment, the employees of Westlake, which was soon to be closed
would be appointed as workers of Sugar Bowl. This would increase the working hours and
deliver higher quality services, furthermore attracting more clients and increasing the sales
revenue as well. With the renovation, the organization would be transformed into a bowling
lounge along with the availability of other facilities like full time food and bar facilities
(Christopher, Payne and Ballantyne 2013).
Question two: Analysis of the environment by using an active SWOT matrix to determine
the strengths and weaknesses of Sugar Bowl 500
The marketing environment is analysed for Sugar Bowl to determine the marketing
opportunities and streng5ths and even the threats and weaknesses that are faced by the company.
The SWOT analysis would not only help in making assessment of the strengths and weaknesses,
but could also allow for assessment of negatives and ensure that the threats could be overcome as
soon as possible with ease and efficiency. By using the SWOT matrix, the responses of
individuals who have been part of the bowling game will be understood and this will enhance the
potential of Sugar Bowl to understand the scopes for business growth and development too
(Ferrell and Hartline 2012).

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MARKETING STRATEGY AND PLAN
The SWOT analysis determines the strengths, weaknesses, opportunities and threats of
the organization Super Bowl in United States. From the SWOT analysis tool, it could be
understood that the strengths of the organization include use of advanced technologies that had
upgraded the existing technological equipments and machineries. The human resources are
managed properly along with the advantage regarding size has further helped in overcoming the
staffing issues that were faced earlier (Fifield 2012). To manage production and delivery of
liquor and other alcoholic beverage items, the licensing and country permit have been done
properly as well. The entrepreneurial leadership skills of Givens and proper budget control have
also controlled the costs and streamlined operations with ease and efficiency. The buildings and
machineries are managed properly along with the management of sales and marketing
techniques, which resulted in improving the efficiency of the organization and even made the
organizational functional within a couple of months only (Gilligan and Hird 2012). The new
improvements and transformation processes would bring more hours of relaxation and
StrengthsEnhancedtechnologyandupgradingofequipmentscreatedarobustbowlingarenaSizeadvantagesandpropermanagementofemployeesExpansionofbusinessbyincludingbarandfoodfacilitiesPorperliqourlicensingandcountrypermittodleiverwiderangeofalcoholicbeverageitemsSWOTanalysis

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MARKETING STRATEGY AND PLAN
enjoyment for the customers, attract more customers and deliver high quality services that could
fulfill the demands and preferences of the customers quite easily.
Weaknesses
The major weaknesses of the company include the most important issue of staffing crisis
and the quality if food items that are provided alongside the alcoholic beverages are not up to the
mark. The company also suffers from the issue of high employee turnover rate. There have been
high debt burden and inefficiency of work as well that has not only resulted in deteriorating the
business organization but also has made many customers unsatisfied (Hollensen 2015). The
popularity of weekly league bowling teams decreased, because of the ageing population, which
created issues for the bowling business to attract sufficient amounts of customers. The costs for
managing health care and utilities of the organization have increased as well, which is another
weakness of the organization (Huang and Sarigöllü 2014).
Opportunities
There are various scopes and opportunities for business expansion and this has enabled
Givens to develop a lively and plush bowling arena along with better food and bar facilities too.
There are better scopes and opportunities with plans of improving the existing 16000 square feet
interior and restructure the entire area so that people can both enjoy the bowling game as well as
enjoy a casual dining experience and socialize with people. The loan amount taken from banks
and an additional $100000 would further help in managing the startup costs and incidentals
efficiently. The new markets emerged consist of customers who have been provided with new
offerings other than the accessibility to the bowling game (Kumar et al. 2013). This would also
enhance the scopes for the shareholders to make investments and improve the organizational

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MARKETING STRATEGY AND PLAN
efficiency. The previous organization on which Givens was working for was closed and she
preferred to focus on Sugar Bowl by managing availability of full bar, table services and tapas
style menu of small plates and contemporary finger foods that go well with the alcoholic
beverages (Leonidou, Katsikeas and Morgan 2013).
Threats
The major threats included the competition by rivalries in the bowling arena sector by
organizations such as High Rollers and other organizations. The needs and preferences of the
clients change from time to time and not understanding their expectations can lead to decrease in
sales revenue too. The costs and revenue structures are volatile and the high turnover of staffs are
also considered as other threats faced by Sugar Bowl (Mihart 2012).
Question three: Defining the major segments and conducting researches for assisting in the
development of an effective marketing strategy
Bowling leaguers
There are mainly four major customer segments being identified for the bowling
organization such as Sugar Bowl (Wedel and Kamakura 2012). One of the key market segments
is the bowling leaguers. This segment consists of the professional bowling enthusiasts who
participate in different bowling leagues in various locations. Thus, it will be huge marketing
opportunity for the sugar bowl due to the reason that, they can position their bowling arena as
one of the probable venue for the bowling leagues (Ruihley and Greenwell 2012). Secondary
research will be more effective to conduct on this market segment compared to the primary
research. Moreover, qualitative research will also be helpful. This is due to the reason that,
primary data will be difficult to collect from these types of professional and thus gathering of

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MARKETING STRATEGY AND PLAN
secondary data will be more effective and viable. On the other hand, qualitative research will be
more beneficial due to the reason that, in the case of the professional bowlers, individual
criterions will be valued more compared than the mass-market trend. Thus, it is important to
identify the distinctive criterions of them, which is only possible with the help of qualitative
research.
Young adults
Bowling is being considered as recreational and entertainment activities and thus, it will
have more market opportunities among the young customers. However, in this case, primary and
quantitative research will be more beneficial for sugar bowl (Pierce and Sawyer 2013). This is
due to the fact that, it is important for the organization to determine the requirement or trend of
the overall young customer segment along with identifying the amount and growth rate of the
market. Thus, primary research will help to identify the trend of the target market along with
garnering the authentic feedback. On the other hand, initiation of the quantitative research
techniques will be beneficial due to the reason that, it will help to identify the numbers and
numerical in determining the trend and size of the market (Miles 2013).
Senior citizen
The market segment of senior citizen is mainly consisting of population above the age of
sixty years. This market segment will majorly be the continuation of the existing customers
rather than induction of the new customers at this age. Thus, the research should also be done
and designed in view of the loyal customers from many years (Katsifou, Seifert and Tancrez
2014). In this case, both qualitative and quantitative research will be beneficial for sugar bowl.
This is due to the reason that, it is important for them to determine the positive or negative trend

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MARKETING STRATEGY AND PLAN
in the growth of this target market. Initiation of the quantitative research will be helpful in this
case. On the other hand, it is also important for the organization to determine the change in the
taste and preference pattern of the customers in the long run. Thus, initiation of the qualitative
research will be beneficial and effective in determining the preference pattern of the customers
(Morgan, Katsikeas and Vorhies 2012).
Question four: Outlining the SMART objectives for the organization and explaining your
proposed marketing mix strategy for the organization
The SMART objectives for the organization have been illustrated below:
Marketing mix strategy is used to overcome the issues by making an assessment of the
products and services delivered, price of those, place where the organization is found and the
marketing and promotional activities managed by the organization.
Products
SMART

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MARKETING STRATEGY AND PLAN
The most important product or service offered by Sugar Bowl is the general bowling
service and additional prizes and rewards offered for hitting more than 8 pins at a time. Sugar
Bowl has also introduced the new bowling league experience for the young adults so that they
can enjoy a relaxing and fun time and have good quality food at the same time. The companies
has also sponsored local leagues and even fund other league teams to compete (Mullins, Walker
and Boyd 2012). Not only alcoholic beverages are offered but also good quality foods like pizza,
hamburgers, juices, eggplant parmesan, etc. so that the customers can enjoy bowling and
snacking. Drinks include beer and wine and other seasonal food specialties are offered during
various seasons. With the effective liquor license and country permit, beer and a wide range of
alcoholic beverages are also offered to run a full service bar and restaurant facility alongside the
bowling arena. To increase the product line, Shelby Givens is also planning for making the entire
bowling area available for various events, birthday parties and special occasions. On a particular
day of every month, a live band performance with the inclusion of DJ is managed with a theme
night for attracting the local teenagers and enhance the brand image and identity among the
customers effectively (Parente and Strausbaugh-Hutchinson 2014). Group rates and special
events for the community organizations and business organizations are also arranged and have
been regarded as major services provided by Sugar Bowl.
Price
The prices of the products and services delivered by Sugar Bowl have been displayed on
a list present at the entry to the bowling arena. Customers could also look out for the prices of
products and services by searching relevant data and information related to the company, menu
of food items and drinks available on the internet. The prices are mostly fixed though seasonal
offers are provided. Discount coupons are provided on additional purchases of food and

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MARKETING STRATEGY AND PLAN
alcoholic beverages as well. Prices have been set in such a manner, so that it fulfills the
expectations of the customers. The rental cost of the lane is $40 per hour with $10 per hour for
each person. It is quite cost effective and will definitely create a positive mindset among the
customers, thereby influence their buying behaviors too (Perreault Jr, Cannon and McCarthy
2013).
Place
The location of the organization is Raleigh’s Greenway Trail in the country United States
and it is a good place for the customers to enjoy bowling. With the closure of Westlake, the
company has been expanded, which has helped in creating a better and improved bowling lounge
area along with accessibility to bar and restaurant facilities as a whole. The lack of competition
in the area has provided enough scopes for the organization to sustain in the business
environment and attract more customers from time to time with convenience and ease. The
location is suitable, because the weather is good here and with the business expansion, people
have been visiting this place to enjoy their bowling game and have good quality food and drinks
(Wood 2014).
Promotion and marketing strategies
The promotional activities are managed to mainly attract the young adults and older
graduate students who need some time to relax and enjoy freely by playing the bowling game.
The online techniques including use of advertisements and emails online have helped in
generating brand awareness. The involvement of social media has also enhanced the brand name
and identity and delivered better value and ability to track the online traffic. During the Grand
opening, the company has managed to introduce a Public relations stunt for grab the attention of

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MARKETING STRATEGY AND PLAN
customers and even providing th9em with free Sugar Bowl T-Shirt when they make a strike by
hitting the pins at once (Armstrong et al. 2015). The online web site management and featuring
of the organization on television, newspapers and radios have further boosted the brand
awareness and created interest among the customers to make purchases consistently.
Question five: Discuss the various implications based on the implementation of the
proposed strategy
The marketing strategy can only be successful for Sugar Bowl depending upon the brand
image and reputation along with the quality of bowling faculties and other entertainment
activities such as food, drink and music. Sugar Bowl is a new company and its marketing
strategies have been exceptional. During its opening only, the company has managed to create a
publicity stunt related for managing public relations and for each successful strike taken by the
customers, they have been rewarded with a free T-Shirt as well. This is an effective marketing
strategy for developing long term reputation and good brand image and keep the customers
satisfied as well. The company has also maintained a proper database where all the individuals in
the blowing leagues are present (Baker 2014). The database is maintained daily and further
additions of inquiries, bowling league newsletters and participants will be done. The database
will be used for managing regular contacts and prepare research reports based on the various
market segments. The company has also expected to recruit a major league of bowlers from the
local and professional bowling associations to influence more people to take part in the bowling
game and this facilitated the enhancement in customer base as well (Best 2012).
Sugar Bowl considers the penetration pricing strategy as effective by setting lower prices
for the products and services offered at first and then increase the prices afterwards. This is an

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easy way to attract customers and even stay ahead of the competitors. The customers get
influenced and visit the company and with the good quality of services delivered, they will like
to visit the company gain, which can be a turning point for Sugar Bowl to achieve success in
business (Blakeman 2014).
Conclusion
The topic focused on the most important concepts of marketing strategy and plan
considering the case study of Sugar Bowl, which had been introduced recently. The major issue
faced was the staffing crisis based on which the analysis of environment was done with the use
of SWOT analysis tool. The most important segments on which the research was done had been
bowling leaguers, young adults and older individuals. The SMART objectives were prepared and
according to that the marketing mix strategy helped in understanding the marketing strategies
developed to gain profit and competitive advantage in business for Sugar Bowl.

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