The paper is a case study of a couple which wants to promote their services to their target market through different channels. The case study will analyze the background of the couple, the services that they are offering, their target market, their marketing strategies, the problems that they are facing and recommendations on how to face the problems. The paper will basically study the case, find out the problem and give recommendations on how to deal with the problem
The case is talking about a couple, Robert and Beverly Tang who is former dancing champions and they want to use their talent to make money by starting dance lessons. Their target market is the population of ages above forty.
These are mainly the boomers. Within the target market, they want to concentrate more on the women. They have invested a lot of money in starting up a dance class at the Ukrainian church and they need a further investment to promote their dance company called dancescape in the internet via three websites so that their dance lessons can be easily downloaded and they can easily interact with current and potential consumers of their services.
The company also seeks advice from Lina KO who works with the national public relations, a company that carries out research on boomers and also Robert herjavec who owns a computer company. Their opinions are important in the success of the company
The problem that Dancescape Company is facing is the poor marketing strategies that they are using. Robert and Beverly want build three websites that will help in marketing their company even though they do not have the $1.4 million required to build the three websites successfully.
Another problem is that they made a poor first impression to a potential investor in their business when Robert called Tim the investor Steve twice. This shows that they are not ready. Another problem that the company is facing is that they are using a lot of technology and internet to promote their services to a generation that is not so conversant with technology. Another problem that the couple is facing is that they are not using a revamp language that will appeal more to the boomers
The company has already released a dance tape which is already being sold and they are also holding dance lessons to the boomers in the Ukrainian church hall. They have already made their presentation to Tim Draper and this shows how serious they are about getting this website started for them so that the company can be marketed.
They have also given a dance lesson to their potential investor Tim so that he can have a feel of the service that he wants to invest in. This shows that they are on the right track and they are making progress
The company should convince Tim of the returns that he will get from the websites and that. They should carry out another demonstration and sales pitch to Tim and this time do it without any problems.
The company should also find other ways apart from the internet to market their services so as to reduce the use of internet. The company should also bring an element of being young in their lessons and videos and promotional messages so as to attract the boomers more by making them think that dancing will make them feel younger