Page 13 - CIMA OCS Workbook February 2019 - Day 2 Suggested Solutions

SUGGESTED SOLUTIONS

We could also give consideration to varying the price according to the number of items
purchased, for example if a new chain of cafes is opening up and each requires a playground area
for its patrons to be built in various locations across Fawland, discounts could be offered. This
pricing strategy could not only increase demand but also save on transaction costs.

As far as the domestic market is concerned, in order to combat the slowdown in demand during
the colder, darker winter months, the price could be adjusted periodically to pique interest from
consumers looking to grab a bargain.

Place

Growth of the company is dependent on continuing the good relationship Trigg Adventure has
with specialist stores, large toy shops and department stores across Fawland. An idea would be to
have a fully erected example of one of our ‘towers’ including a couple of extension arms and
some accessories on site in stores where there is ample space (or perhaps in the forecourt if space
permits) in order to catch the eye of the consumer and increase interest. The domestic market is
however in maturity and so, alongside this, Trigg Adventure will want to take advantage of the
rapidly growing commercial market.

Other than adding to the number of locations of Trigg Adventure’s playgrounds, there is little the
company can do to vary ‘place’ in terms of where commercial customers access our products.
However, under ‘place’ we can also consider the channels through which customers buy our
products. At the moment, Trigg Adventure’s website sells products directly to the domestic
consumer and provides useful information to commercial customers in terms of our offerings.
Perhaps the link to the company website could be made more widely available, for example in
trade magazines.

Promotion

Although Trigg Adventure advertises extensively in parenting magazines and on billboards close to
schools and nurseries, there is opportunity for more brand awareness. For example, the company
could start advertising in specialist restaurateur journals to entice them to buy play equipment for
their outside areas, or perhaps they could explore advertising on social media, targeting both the
domestic and commercial markets.

There is scope for enhancing the company website in terms of providing customer reviews and
photos of sites where Trigg Adventure’s products have been installed so the potential customer
can get more of an idea of what they will be getting if they go ahead and place an order. This
should enable visitors to the site to be more confident that what is being claimed by the
marketing material is true.

If Trigg Adventure can accumulate contact details of both existing and potential customers, they
could use direct marketing via email to offer special promotions and/or further products in line
with the customers’ needs.

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