You are to assume the role of the manager at SUNSHINE ICE CREAM PARLOR, a popular ice cream parlor in a tourist destination. The owner wants you to develop marketing strategies that will bring in customers during inclement weather.
SUNSHINE ICE CREAM PARLOR is in a tourist city that has 20,000 residents, but over 500,000 people visit the city during the months of May through October. Due to the climate of the area and the small number of permanent residents, SUNSHINE ICE CREAM PARLOR is only open from May 1st to October 15th and is closed during the off-season.
Last year, during most of the month of May, the area experienced extremely wet and cold weather. While tourists still came to the area, they did not want to eat ice cream treats. SUNSHINE ICE CREAM PARLOR sales seem to depend on warm weather.
The owner wants to have a plan in place for next year in case of extended inclement weather. The owner wants you to create marketing strategies that will entice tourists and local residents to visit SUNSHINE ICE CREAM PARLOR during rainy, cold days. The owner wants you to explain the strategies and how they will be communicated to the target markets.
