2 Teachers Resources

Course Fit

The case analysis encourages students to conduct research into topics such as Indigenous businesses, unique marketing challenges, approaches to create brand identities, product selection, and the intricacies of tourism marketing. Students will suggest marketing strategies that can overcome these challenges and make GNG flourish 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
• Destination Marketing
• Retailing
• Positioning
• Consumer Behaviour
• Decision-Making Processes
• Marketing Communications

The analysis opportunities given through this case fit any 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 on the topics that can be covered through an analysis of this case.

Consumer Behaviour:

• 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
• Identify cultural influences on the behaviour of GNG’s customers

E-Commerce:

• Investigate the benefits of spending time and money to start e-commerce operations
• Research the objectives for an improved website
• Research opportunities to tie into other e-commerce operations
• Assess how e-commerce operations would fit with the Indigenous focus of the store
• Identify competitors in a potential e-commerce setting

Advertising:

• Determine appropriate information to be included on highway signage
• Identify suitable print publications for advertising
• Evaluate research on the effectiveness of radio advertising for local businesses
• Design an advertising plan and budget for social media ads
• Investigate additional directories that could be beneficial for GNG

Tourism Marketing:

• Suggest additional services that could appeal to tourists
• Identify triggers for travelers to visit roadside attractions
• Determine appropriate channels for marketing this tourist attraction
• Research the success of other tourism attractions with an Indigenous focus in BC
• Investigate current trends in tourism marketing

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:

• Using the website to sell higher priced items, providing customers, the opportunity to research before a visit
• Including references to the salmon products on the highway signage and in ads
• Pursuing a connection with the Rocky Mountaineer business that brings many tourists to Kamloops (e.g., as a day trip)
• Connecting with Sun Peaks to tie to the resort business in the summer and winter
• Establishing ties with other tourism attractions in the area
• Collecting contact information such as email, for example by using a guest book
• Tailoring the suggestions to the typical age of the customer (e.g., for social media ideas and for product recommendations)

Sample Instructions for Students

Considering the information given in this case study, your task is to apply marketing concepts to recommend a marketing strategy and approach for the Gift ‘n Gab Trading post.

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$ 5,000 per year

Components: Marketing channels, messages, timing/schedule, brand personality, target audience

The goal is to increase exposure for GNG by applying marketing concepts in various areas (e.g., consumer behaviour), keeping in mind the limited human resources available. Students should also focus on suggestions that create brand loyalty and form long term relationships for GNG.

All recommendations should be based on a detailed analysis of the target audience, including creating a persona. 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 product 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, or personal selling.