Company and Marketing Strategy:
Partnering to Build Customer Relationships
Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater.
"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner. "We just knew that weekenders coming to the lakes in our rural area represented an untapped market."
Today, thousands of visitors flock to Fun-Spot-families, children of all ages, even senior citizens who enjoy strolling through the gardens and arbor.
"There's something here for everyone," Gail Hart said with a smile. "Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!"
"Here's the funny thing," Ron chimed in. "We really don't know why we've been so successful! There is nothing else like Fun-Spot Fun Park in the area. We were just lucky."
"I think it's the ambience of the park," Gail added, "that has brought so many visitors. We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time."
Ron and Gail Hart admitted that making every visitor happy is a priority. "That has always been our philosophy," they said. "And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly."
Describe two critical factors impacting the strategic plan at Fun-Spot.
Would you consider Fun-Spot's mission statement to be market oriented? Explain.
At this point, how do Ron and Gail monitor Fun-Spot's business portfolio?
How might Ron and Gail implement a market penetration strategy at Fun-Spot?
In what way do Ron and Gail implement a product development strategy at Fun-Spot?
What are three possible emerging conditions that may cause the Harts to develop a downsizing strategy at Fun-Spot?
Who comprises Fun-Spot's target market?
If you had to select a primary market segment that is crucial to the success of Fun-Spot, who would it be? Why?
What role do service products play at Fun-Spot?