Course Fit

Analyzing the marketing challenges presented in this case encourages students to conduct research into topics such as Indigenous businesses, unique marketing challenges, approaches to create strong brand identities, product selection, and tourism marketing. Students will suggest marketing strategies that take into consideration the factors outlined, to help Quaaout Lodge grow and succeed into the future. By analyzing this case, students will be exposed to the following marketing topics:

• Marketing Strategy
• Marketing Research
• Competitive Advantage
• Brand Identity
• Brand Loyalty
• Indigenous Business
• Tourism Marketing
• Positioning
• Consumer Behaviour
• Decision-Making Processes
• Marketing Communications

The analysis opportunities given through this case fit any intermediate and 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. Below are some suggestions for topics that can be covered through an analysis of this case.

Consumer Behaviour:

• Apply Maslow’s Hierarchy of Needs to this case
• Apply decision-making concepts and steps to this case
• Apply attitude models to this situation and target audience
• Apply concepts of cultural values and reference groups to this case
• Identify suitable subcultures to be targeted
• Assess the significance of the cultural component
• Identify cultural influences on the behaviour of the lodge’s customers

E-Commerce:

• Determine key performance indicators obtainable from web metrics
• Assess consumer behaviour on the website
• Research the objectives for an improved website
• Recommend website modifications based on values and objectives
• Research opportunities to tie into other e-commerce operations
• Evaluate and accommodate the use of mobile devices for bookings

Advertising:

• Identify and evaluate suitable print publications for advertising
• Evaluate research on the effectiveness of radio advertising for Quaaout Lodge
• Design an advertising plan and budget for social media ads
• Investigate the necessary return on investment for a dedicated social media planner
• Investigate the costs and value of brochures
• Identify trends in road-side advertising
• Suggest incentives for referrals and word-of-mouth advertising

Tourism Marketing:

• Suggest additional services that could appeal to tourists, locals, corporate, and wedding guests
• Determine appropriate channels for marketing this accommodation option
• Determine trends that affect what activities and surroundings tourists choose in BC
• Research the success of other tourism attractions with an Indigenous focus in BC
• Investigate current trends in tourism marketing
• Assess the intersection between the tourism industry and the wedding industry
• Assess the benefits of working with tourism boards

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:

• Actively encouraging referrals with discounts and incentives
• Working with the tour bus companies to create value for extended guest stays
• Strengthen the connection to local artists and Elders to support the culture department
• Establishing ties with other tourism attractions in the area
• Establishing new opportunities for outdoor activities
• Using contact information, such as email, for direct marketing
• Expanding winter activities and promotions
• Targeting pet owners in promotions
• Communicating and utilizing the lodge’s environmental awareness
• Incorporate new trends in food, culture, and fine dining
• Address trends in wedding planning and design

Sample Instructions for Students

Considering the information given in this case study, your task is to apply marketing and consumer behaviour concepts to recommend a marketing strategy and approach for Quaaout Lodge. Please note that the goal is not to find out what was actually done but to research options, explain your decisions, and elaborate on your chosen marketing approach. 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$ 25,000 per year

Components: SWOT, competitive analysis, marketing channels, marketing messages, timing/schedule, brand personality, target audience

The goal is to strengthen Quaaout Lodge’s position in the tourism market, building on its strengths, unique aspects, and history. Restrictions and limitations should be considered when evaluating recommendations. Students should also focus on suggestions that create brand loyalty and form long-term relationships for Quaaout Lodge.

All recommendations should be based on a detailed analysis of the target audience(s). 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, and justify any long-term strategy modifications. Recommendations should integrate multiple marketing channels with a combination of mass communications—such as advertising, promotions, or events—as well as personal communications—such as direct marketing, word-of-mouth referrals, or personal selling.