Sandy Shores Cottages: A New Marketing Plan for a New Owner

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Abstract

Sherry Noonan, a senior business student, was wondering whether she should make an offer to purchase Sandy Shores Cottages, a 2.4- acre property consisting of 19 rental units. The cottage property was located on Route 6 in the heart of Cavendish, a very popular tourist destination on Prince Edward Island, Canada. Before deciding whether to purchase the business, Sherry must carefully consider the marketing approach used by the current owners of the business, evaluate the strengths and weaknesses of the business, and consider areas for improvement. This analysis would then allow her to develop a new marketing strategy, and estimate future sales. In the most recent fiscal year, the cottage business had generated $221,236 in sales, and Sherry wondered if that was the best the business could do? What was the maximum amount of sales the cottage business could generate, and what was a realistic target level of sales for each of the next three years if Sherry implemented a new approach to marketing?

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