Philosophy

Problem Statement – Luke Atkins is evaluating how to raise money for charity through the concept of creating calendar featuring both male and female students in London Ontario. The main decision Luke is facing is the feasibility of the calendar project itself. Assuming the project is feasible, the secondary decision he must make relates to different aspects of the marketing mix, which includes the offering (distinctive competency), pricing, promotion and distribution strategies.

Situational Analysis Qualitative – (SWOT)

Strengths Opportunities Weaknesses Threats

Atkins has strong entrepreneurial experience dating back to his high school days this is a clear strength - high motivation and strong community values. The main value proposition could be that calendars with seductive pictures could offer a unique product and this combined with charity could create a unique competitive advantage for Atkins. With the value proposition being a calendar based on sex Atkins return on investment is not clear. If he cannot secure models for free, he will have to pay them, which will drive up operating costs. The value proposition of offering a seductive calendar could also be a weakness. Both in the community and it is possible that some charities might not want to be associated with a product that is selling sex.

Financially, Atkins has been successful in the past with charitable calendars, which raised $10,000. Utilizing space could generate more revenue from advertisers. A major weakness seems to be the lack of time, If Atkins wants to get the calendar out by the start of the semester many decisions need to be made quickly such as securing models, format, and the charity Much of the marketing mix elements are still undecided. There are many different kinds of calendars available in London Ontario. If Atkins is only trying to under his competition by $5 to $8, competition could easily cut prices.

Socially if done correctly tying fund raising to a charity will help with...