MARKETING STRATEGY FINAL PROJECT
Creating Value Through Real Estate Development
In the northwest corner of the Odette lobby is a 12 x 21 space that is underused. This I, however, prime Odette real estate. Your team is being asked to develop a plan for enhanced use of that space.
The Odette School of Business has approximately 1600 BComm students, 60 MBAs and 300 Master of Management students. The school also houses 70 full-time faculty, many sessional professionals, and 20 staff members. Students, faculty and staff from other faculties also move through Odette.
The northwest corner of the Odette lobby includes a 12 x 21 space that is underused. It has seating for _________, and a trophy case that most Odette people do not stop and view. Given its main floor lobby location, this is prime real estate that can be used to better benefit Odette.
In general, a re-design/re-thinking of this space could be used to achieve one of two broad goals:
Student Life: The space could be re-purposed to enhance the academic or social life of Odette students. This could be focused on the full Odette student population or some subset of the Odette student population. In this situation, the benefit to Odette would be that the space would enhance academic or social life within the school of business.
Revenues: The space could be re-purposed to generate revenues for Odette by providing goods or services that could be sold for a profit. It would have to be something that is of value to the population that is in Odette on a daily basis (similar to the Tim Horton’s). In this situation, the benefit to Odette would be that the space would generate revenues that could be used to enhance academic or social life within the school of business or upgrade other parts of the building.
Deliverable: You must prepare a report or presentation that explains your proposal. This should include:
Summary of Strategy including the goal of your proposal
Target Market: Who will use the new space
Positioning: What will your target market think about the re-designed space when they see it or asked about.
Product: What good or service is the re-designed space delivering.
Price: What are individuals being asked to give up to receive this good or service?
Place: What does the re-designed space look like?
Promotion: How should the use of the re-designed space be explained to the potential customers? What signage is important?
Your report should also include a timeline.
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