In early June 2014, a non-profit organization is reviewing outcome of its agricultural show conducted in 2013.
The week-long event contains the biggest livestock show in Canada, an extensive agribusiness tradeshow, a large market of a rodeo competition, house products, and amusement and educational programs that have a focus on First Nations.
After bouncing back from important financial problems three years earlier, Agribition had created in 2013. How can management ensure it will continue to grow as a world class event? Which customer segment - international, urban or rural - should be targeted? Can more visitors, ranchers and breeders be brought to cover the entrance admission and percentage fees that account for 90 per cent of the organization's budget? How can government grants and corporate sponsorship be increased? To keep its status among the best beef shows encompassing the continent, a promotion and operations strategy that'll satisfy the needs and interests of many groups, a vital component for development and profitability must be implemented by direction.
PUBLICATION DATE: April 02, 2015 PRODUCT #: W15094-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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