Reference no: EM132814254
MKT 2288 Marketing Management - Lethbridge College
Work Integrated Learning (WIL) Project
Gem Limousine - Burlington Ontario.
Our class is participating in a partnership coordinated through Riipen with a working business called Gem Limousine located in Burlington, Ontario.
BENEFITS OF THIS PROJECT
By participating in this project with a real organization, you'll gain a better understanding of current issues faced by businesses, particularly with Covid-19. You'll see the complexity of developing real-life solutions and the value of focused creativity.
The best, most relevant reports will be selected to share with Gem Limousine, who will review and give feedback on what they find the most beneficial. Those chosen can add this project as work experience on their resume.
ABOUT COMPANY: Gem Limousine
Celebrating over 30 years of Luxury Ground Transportation for both corporate and private individuals. Specializing in Wine Tours, Craft Brewery Tours, Weddings, Special Event Transportation, and corporate services. A modern fleet ranging from Luxury Sedans, /SUVs, Mercedes Sprinters, and Limo Buses accommodating groups up to 20 passengers. Our goal is to raise the bar in professional ground transportation service. We strive to maintain the highest service standards in every aspect of our company. This includes the quotation and reservation process, the driving, and communication skills or our chauffeurs, through to the cleanliness and maintenance of our vehicles. We will continue to explore and use new technology for limo reservations, navigation, flight tracking, and accounting in order to provide the safest and most reliable service possible.
Instructions
As consultants you will provide direction to the owner of this business. The owner would like you're prospective on how to increase and promote the future direction of his business.
WIL Project Part 1
Problem/Opportunity Statement - after debrief from the owner.
SWOT Analysis of current situation
Target markets - Assessment of present and new target market segments.
WIL Project Part 2
Assess the marketing mix in relation to the scope of the project listed below. Detail must be provided on the existing product, price, place and promotion strategies.
Project Scope
We currently have Facebook, Instagram, Twitter, and LinkedIn pages. Prior to COVID we weren't very active on any of them. When we were in lockdown, we turned to social media to keep a constant safety message out there which also helped with brand awareness. We have been running some contests on social media to increase our engagement while trying to get more followers. Although the contests were creative the results have not been that great regarding adding new followers.
We are looking for a new digital marketing plan that will include the following:
• Increase our brand awareness in the millennial and Gen X segments
• Analyze our competitive landscape.
• Identify trends and opportunities in our target markets.
• Identifying individual buyer personas for the four main service offerings.
• Solving their top three pain points or problems through unique value and sales propositions.
• Ad creation designed to pull new leads from social platforms into an automated sales ladder using lead magnets, trip wires and re-targeting.
Requirements:
• Title Page.
• Double-spaced, paragraph format.
• Approximately 10-15 pages (including title page).
• Use APA style and formatting for all aspects of this project.
Attachment:- Work Integrated Learning.rar
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