In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads.
The company was poised for growth, and its own owners, Laura and Alan Falk, were contemplating signing a deal with Groupon, the online coupon company, to see if a Groupon deal would help the ExperienceFLX bring in new customers.While the outlook of marketing ExperienceFLX's company to a brand-new customer base through Groupon was really appealing, the Falks found that designing a deal that fulfilled Groupon's conditions while still letting ExperienceFLX to make money and without endangering their relationships with place winery associates was a real challenge.
The Falks had to determine whether a Groupon deal functioned well for them, and if so, how to manage Groupon redemptions by their customers in ways that made financial sense.
PUBLICATION DATE: July 15, 2013 PRODUCT #: 814010-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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