The given case study highlights an organization Tropicana Fishing Lodge that focuses on the customers who are passionate about fishing and pursues it as a hobby. The distribution strategy that is best suited for the fishing lodge is the selective distribution. However, in the actual case study, the scenario is different (Barnett et al., 2016). In this method, the product or the service is evenly distributed in the lean season as well as at the peak season. However, in the case study, the scenario is different. The Tropicana Fishing Lodge has strict fishing seasons. According to the authorities of the lodge, it is impossible to carry out fishing from November to January. This is because during this time of the year, the heaviest showers occur. Hence fishing is not recommended.
Moreover, in the selective distribution method, small amount of retail outlets are opened an order to distribute the products in small amount. However, in the Tropicana Fishing Lodge, the boarders were passionate fishers, fishing for hobby. Thus, the selective distribution method is not practiced in the Tropicana Fishing Lodge. The promotion for the lodge is done mainly via an English newspaper along with the promotion with word of mouth (Jacobson, 2015). However, the other promotional tools such as social media, digital media could be successfully used. The theory of marketing mix mentioned also varies a lot from the actual case study. The promotion mix such as the personal seling and viral marketing has been highlighted in the theory (Kovács, Carroll & Lehman, 2013). However, in reality, the Tropicana Fishing Lodge does not use these. Only word of mouth and print media advertisement is used for promotions. Thus, the various theories such as the distribution strategies, promotional mix vary a lot from the actual case study. This gap could be mitigated y recommending the lodge to use these theories and implement them in reality. This is because the discussed theories are advanced versions of the ones used by the Tropicana Fishing Lodge (Moreira, 2017). The marketing mix is also mentioned as a theory that is not used in practice. Thus, the variation in the mentioned theory and the one used by the Tropicana Fishing Lodge highlights the gap between the theory and practice.
Marketing strategies are important for any business. This assignment highlights the distribution strategies and how it might be suited for the Tropicana Fishing Lodge. The selective distribution strategy has been selected as the best suited for the Tropicana Fishing Lodge. Moreover, a tactical plan has been included in order to increase the demand in the lean months, when fishing cannot be done. The lodge provides comfortable stay and a good recreational experience for passionate fishers. The implementation of the strategic plan would enable the lodge to have adequate customers even during lean season. Services such as heavy discounts and better promotional activities need to be introduced, to attract customers during the lean seasons. Enhancements of the promotional activities are also required to attract customers. Finally a gap between the mentioned theories and the things that are practiced at the Tropicana Fishing Lodge has been highlighted.
Barnett, A., Abrantes, K. G., Baker, R., Diedrich, A. S., Farr, M., Kuilboer, A., ... & Stoeckl, N. (2016). Sportfisheries, conservation and sustainable livelihoods: a multidisciplinary guide to developing best practice. Fish and Fisheries, 17(3), 696-713.
Jacobson, A. (2015). Marketing Alaskan Seafood: Strategies with Brand Identification, Differentiation and Promotions (Doctoral dissertation, California Polytechnic University).
Kovács, B., Carroll, G. R., & Lehman, D. W. (2013). Authenticity and consumer value ratings: Empirical tests from the restaurant domain. Organization science, 25(2), 458-478.
Moreira, M. E. (2017). Incorporating Customer Feedback. In The Agile Enterprise (pp. 161-173). Apress.
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