Sample Essay

Product: The service that is offered is of bowling and high quality pins and balls are used by the organization. The gutter is made up of top quality substance. Emphasis is laid on customer satisfaction and customers are valued the most in this bowling alley. The environment is positioned in such a way that it gives a classy look and the customers would feel privileged when they go TP Bowling.

Price:

The price that should be set for the single game of bowling is AUD 45.99. The price is set so high because the target market is upper class and it’s a niche in the entire market. The approach of setting that is used for setting the price so high is because the organization wants to skim the market. That is reason why a skimming pricing strategy is used by the organization. The demand of the product is inelastic and change in the price would not affect the demand because TP bowling offers high class facilities and top notch equipment to its customers.

Place: TP bowling would start its operations from top locations of Melbourne. The bowling alley would be located near the Yarra River. Food oriented facilities would be supplied by the local suppliers and all the other recreational facilities will be offered in the bowling alley.

Promotion: A pull strategy would be used by the organization and a multi-pronged activity would be used by the organization. The organization would use Television and internet as the major sources of promotion and they must also engage in certain brand activation activities like organize trade shows and etc.

Therefore, from the marketing mix it can be clearly said that TP bowling is intended for people who belong to upper class of the society and that is the reason why the price set for the services are too high.

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