Lake Superior Lodge 
Lake Superior Lodge Report
Neeraja
Shanker, Luciano Lu, Bradley Silveira
Presented to: Chris Maziarz
Table of Contents Executive Summary
Foundation
Identify the Problem
Stakeholders
Decision
Analysis
Internal
External
Consumer Analysis
Competitor Analysis
Alternative Marketing Strategies
Recommendation
Expected Results
Implementation
Marketing Mix
Product
Place
Price
Promotion
Timeline Implementation
3
4
4
4
4
5
5
6
6
7
7
8
9
10
11
11
11
11
12
14
Appendix
15
Exhibit A – Decision Criteria
Exhibit B – Competitive Analysis
Exhibit C – Perceptual Map
Exhibit D – SWOT Analysis
15
15
16
16
Financial Exhibits
17
Exhibit E – Marketing Budget
Exhibit F – Marketing Share
Exhibit G – Current Pricing Structure for On & Off Seasons
Exhibit H – Future Pricing Strategy for On & Off Seasons
Exhibit I – Current and Projected Occupancy Rates with Room Rentals
Exhibit J – Breakeven Analysis in sales/day (2012)
Exhibit K – Income Statement
17
17
17
18
18
18
19
Works Cited
19
2
Executive Summary
Lake Superior Lodge is a limited accommodation service owned and operated by Bill and
Beth Leland, located on the North Shores of Lake Superior. The Lodge has been operating for 9 years, although it has yet to be profitable. This report focuses on the key factors to solve Lake
Superior Lodge’s problem of not turning a profit, as well as dealing with the low occupancy rates.
The recommendation is to renovate our rooms while partnering with Clearwater Grill and keeping the Bottle Shop on top of changing our current promotional and pricing strategies.
Renovating the rooms to update them makes us more desirable to our target market of: seniors, local students, and guests within the medical field. Partnering with Clearwater Grill is to allow our guests to enjoy a fine dining experience through price promotion, and the Bottle Shop will be an added benefit. Currently, the Lodge has limited promotional activities and possesses
Neeraja
Shanker, Luciano Lu, Bradley Silveira
Presented to: Chris Maziarz
Table of Contents Executive Summary
Foundation
Identify the Problem
Stakeholders
Decision
Analysis
Internal
External
Consumer Analysis
Competitor Analysis
Alternative Marketing Strategies
Recommendation
Expected Results
Implementation
Marketing Mix
Product
Place
Price
Promotion
Timeline Implementation
3
4
4
4
4
5
5
6
6
7
7
8
9
10
11
11
11
11
12
14
Appendix
15
Exhibit A – Decision Criteria
Exhibit B – Competitive Analysis
Exhibit C – Perceptual Map
Exhibit D – SWOT Analysis
15
15
16
16
Financial Exhibits
17
Exhibit E – Marketing Budget
Exhibit F – Marketing Share
Exhibit G – Current Pricing Structure for On & Off Seasons
Exhibit H – Future Pricing Strategy for On & Off Seasons
Exhibit I – Current and Projected Occupancy Rates with Room Rentals
Exhibit J – Breakeven Analysis in sales/day (2012)
Exhibit K – Income Statement
17
17
17
18
18
18
19
Works Cited
19
2
Executive Summary
Lake Superior Lodge is a limited accommodation service owned and operated by Bill and
Beth Leland, located on the North Shores of Lake Superior. The Lodge has been operating for 9 years, although it has yet to be profitable. This report focuses on the key factors to solve Lake
Superior Lodge’s problem of not turning a profit, as well as dealing with the low occupancy rates.
The recommendation is to renovate our rooms while partnering with Clearwater Grill and keeping the Bottle Shop on top of changing our current promotional and pricing strategies.
Renovating the rooms to update them makes us more desirable to our target market of: seniors, local students, and guests within the medical field. Partnering with Clearwater Grill is to allow our guests to enjoy a fine dining experience through price promotion, and the Bottle Shop will be an added benefit. Currently, the Lodge has limited promotional activities and possesses
Cited: Maamoun, Ahmed, Lake Superior Lodge: It’s Not Always About Location, Location, Location, No. 4/11, Pp.1-7, © Richard Ivey School of Business, 2014 19