Causey farm
I. Introduction:
The Causey Farm is an Irish farm which belongs to the Murtagh family since a thousand years ago. Tom and Lilly Murtagh are Irish famers who had 8 children. They had just one son who took the farm after his parents retired. It was hard to work alone so he decides with his sisters to create a new concept. They decided to offer a range of different activities (e.g. teambuilding, Halloween, Christmas, Hen Party) targeting a wide range of visitors. The family is very proud that they are able to grow their activity in spite of the economic crisis.
In this case we will analyze the marketing strategy of the company and we will help them to increase the number of foreign student groups to their farm.
II. Evaluation of the marketing mix within the ‘international students” market segment:
1. Product:
The farm proposes different services. A service is any activity or inviolable service which a first part can offer to one second and which does not cause an ownership transfer.
Four characteristics of a service are: Intangibility, inseparability, variability, perishability.
The farm proposes activities for adult like team-building and hen party. The farm also offer activities for children like summer camp that children learn to cook, to feed pets and to learn about the famer’s lifestyle. Moreover, periodical events are organized for Halloween, Christmas.
This year, they try to attract more Irish and foreign student groups. They proposes to learn how to milk a cow, how to back the bread and how to playing the bodhran (drum).
2. Price:
To set a price it is necessary to take into account several factors:
- Competitor’s products price
- Existing products price
- Elasticity: it is necessary to take into account the economic crisis because the demand can decrease.
- Psychological Price
- Cost price: e.g. ingredients to make the bread
The prices are different according to the period of the year (October – April or May-September), which program
The Causey Farm is an Irish farm which belongs to the Murtagh family since a thousand years ago. Tom and Lilly Murtagh are Irish famers who had 8 children. They had just one son who took the farm after his parents retired. It was hard to work alone so he decides with his sisters to create a new concept. They decided to offer a range of different activities (e.g. teambuilding, Halloween, Christmas, Hen Party) targeting a wide range of visitors. The family is very proud that they are able to grow their activity in spite of the economic crisis.
In this case we will analyze the marketing strategy of the company and we will help them to increase the number of foreign student groups to their farm.
II. Evaluation of the marketing mix within the ‘international students” market segment:
1. Product:
The farm proposes different services. A service is any activity or inviolable service which a first part can offer to one second and which does not cause an ownership transfer.
Four characteristics of a service are: Intangibility, inseparability, variability, perishability.
The farm proposes activities for adult like team-building and hen party. The farm also offer activities for children like summer camp that children learn to cook, to feed pets and to learn about the famer’s lifestyle. Moreover, periodical events are organized for Halloween, Christmas.
This year, they try to attract more Irish and foreign student groups. They proposes to learn how to milk a cow, how to back the bread and how to playing the bodhran (drum).
2. Price:
To set a price it is necessary to take into account several factors:
- Competitor’s products price
- Existing products price
- Elasticity: it is necessary to take into account the economic crisis because the demand can decrease.
- Psychological Price
- Cost price: e.g. ingredients to make the bread
The prices are different according to the period of the year (October – April or May-September), which program
References: http://www.causey.ie/ http://www.valuebasedmanagement.net/methods_booms_bitner_7Ps.html http://www.thetimes100.co.uk/theory/theory–the-extended-marketing-mix-(7ps)–319.php