Cape Breton Case Study

Executive Summary Cape Breton Boat Rentals is a boat rental company owned by Bruce MacLean and operated by his brother Malcolm Maclean. Although their reception was welcoming in the year 1988, their selling price could be said is at below the actually operating cost. To avoid the same situation in 1989, the MacLean bothers had to improvise and make aggressive decisions like for example tripling their advertisements. We will show possible ways and methods on how they would have improved in marketing concepts. We will go through the marketing characteristics, marketing mix and marketing concepts that were and should be applied. We feel Malcolm MacLean is stealing money from the business.

1.0 Introduction We are given a real life case study of Cape Breton Boat Rentals. In this case study we are required to read and examine the marketing philosophy, marketing characteristics and marketing mix that was used or should have been used for that company. We get to evaluate which marketing contents would be more suitable to apply in this business for it to be successful. We hope to learn more after using our lecture notes and knowledge into practice.
2.0 Question 1 Based on the marketing philosophy, the business concept used by Bruce MacLean in his boat rental business, Cape Breton Boat Rentals in 1988 is Marketing Concept. The meaning of this concept is, to satisfy its customers’ needs and wants while meeting the organisation’s goals. It is easier to meet the goals when the company’s customers are satisfied with their products. In this case, Bruce MacLean has chosen Munro Park as the site for his business. The reasons behind it were, Seaview Drive offered a good traffic location which is great for customers wishing to take the water craft away and Munro Park also has a good beach location, suitable for customers seeking to rent on-site. Bruce MacLean had fulfilled the first criteria of the Marketing Concept which is meeting customers’ needs and wants but did not