Course Fit

A lot of information is shared by the business owner in this case study. Students will analyze this information and conduct research into topics such as Indigenous businesses, unique marketing challenges faced, approaches to create brand identities and competitive advantages, services offered, pricing, marketing affiliates as well as marketing opportunities, and relationship building. Students will suggest marketing strategies that can overcome challenges from the past and keep BIE successful. By analyzing this case, students will be exposed to the following marketing topics

• Marketing Strategy
• Marketing Research
• Competitive Advantage
• Distribution
• Brand Identity
• Indigenous Business
• Strategic Alliances
• Affiliate Marketing
• Social Media Marketing
• Positioning
• Consumer Behaviour
• Decision-Making Processes
• Marketing Communication

A wide range of business courses can benefit from the information presented and discussed here. Analysis can be part of any advanced marketing course, whether graduate or undergraduate, assuming students have had exposure to basic marketing courses as well as specific marketing topics such as marketing strategy, marketing research, and consumer behaviour.

Suggestions for Use

The information in this case is suitable for specific assignment questions in multiple marketing areas. Instructors using this case may provide students with their own questions, based on the topic of their courses and the content they have covered before providing this case. Below are some suggestions on the topics that can be covered through an analysis of this case.

Consumer Behaviour:

• Apply decision-making concepts to BIE’s potential customers
• Determine steps an organization would go through when hiring BIE
• Apply attitude models to this situation and the B2B target audience
• Apply concepts of cultural values and reference groups to this case
• Identify cultural influences on the behaviour of BIE’s B2B customers
• Identify trends in corporate bookings of experiences and team building events
• Research how to affect the experiences and behaviours of event participants

E-Commerce:

• Research the objectives and components of an improved website
• Determine a priority list of expenditures, and justify by estimating the effect on the business
• Research opportunities to tie into other e-commerce operations based on target market
• Identify alternative uses and goals for the website given the target market and product
• Outline how to increase traffic to the website

Advertising:

• Recommend appropriate online advertising for BIE given target market and business size
• Design an advertising plan and budget for social media ads (e.g., Facebook, Google)
• Identify suitable print publications for advertising
• Evaluate research on the effectiveness of radio advertising for local businesses
• Investigate additional service directories that could be beneficial for BIE
• Determine advertising channels that best support word-of-mouth marketing

Services Marketing:

• Determine trends in services marketing
• Identify networks and cooperations BIE could join to attract business
• Evaluate additional services to be offered to the company’s B2B customers
• Determine appropriate channels for marketing to customers outside of the local area
• Identify the benefits BIE can communicate to potential customers
• Research extensions of the services provided
• Compare and assess BIE’s product with other event planners

Teaching Notes

Below, please find some select marketing ideas that students can be prompted to identify and research, especially if the case is used in a classroom setting:

• Using the website to create a brand and brand expectations in the B2B target market
• Including references to past events, popular speakers, or well-received themes
• Establishing a “members only” area on the website that connects past participants
• Analyzing the benefits of various media, such as websites, podcasts, email, and so on
• Connecting with companies outside of the local area, and marketing the local knowledge of a special Indigenous environment
• Establishing ties with tourism attractions in the area that can be incorporated into the event planning
• Specialize in a certain type of event, such as team-building involving Indigenous concepts and culture
• Including outdoor activities into corporate events
• Creating a very unique and limited “give away” for BIE-branded events

Sample Instructions for Students

Considering the information given in this case study, your task is to apply marketing concepts to recommend a marketing strategy and approach for Be Inspired! The goal is to research options that are available to BIE, to explain suggestions and recommendations, and to justify your chosen marketing approach. Research into trends, B2B markets, and cultural developments should be integrated. The emphasis is on justifying your choices by utilizing your knowledge of marketing theories and concepts, as well as supporting your choices with academic sources.

Time frame: 2 years

Budget: CA$ 3,000 per year

Components: Marketing channels, marketing messages, timing/schedule, brand personality, target audience

The goal is to increase exposure and contracts for Be Inspired! while also growing the brand. Establishing a reputation for quality events, integrity, and authenticity is more important for the owner than quick growth. Your analysis should apply marketing and consumer behaviour concepts, keeping in mind the limited human resources currently available; if applicable, expenditures for additional staff have to be justified. Students should also focus on suggestions that create customer loyalty and form long-term relationships for Be Inspired!

All recommendations should be based on a detailed analysis of the target markets and services provided. Key performance metrics should be recommended and justified. Benefits and challenges for any suggestions and recommendations need to be clearly stated. Students are expected to research marketing concepts, assess brand positioning, analyze competitors, research trends and local/national politics, and justify any service strategy modifications. Recommendations should integrate multiple marketing channels with a combination of mass communications—such as advertising or promotions—as well as personal communications—such as direct marketing or word-of-mouth referrals.