4 15 Part 3: Case Study (25 marks) Read the case study and complete the analysis Dale's Sport Pursuit, D. Wesley Balderson, University of Lethbridge (Reproduced from Balderson (2014) Canadian Entrepreneurship & Small Business Management (9th Edition). McGraw-Hill Ryerson 18 21 24 Dale Jorgensen has developed a new board game for sports enthusiasts similar to Trivial Pursuit except that the questions are about sports. The game involves asking questions about various players, teams, statistics, and records in all of the major North American professional and amateur sports. As the participants answer the questions correctly, they move around the board, which is patterned after a racetrack. The first participant to cross the finish line is the winner. Dale has made a few prototypes of the game in his home and is now in the process of developing the marketing plan. Dale currently works for a national sporting goods chain in Toronto as a retail sales associate. Dale is now 38, and he would like to turn this idea into the type of business that would allow him to leave retailing and be his own boss. Dale has an extensive background in athletics, having played major junior hockey for three seasons and participated in amateur baseball until he was 16. He enjoys attending professional sporting events, and most of his good friends meet often to discuss various sports. He has tested the prototype of this fame with these friends and they have indicated to him that he has the makings of a million-dollar product if he can market it effectively Assume that Dale has come to you for guidance in developing the marketing plan for his product. As Dale has little experience in marketing or managing a business, he wants you to help him develop a marketing strategy for Sport Pursuit Question 1 (4 marks) Complete a SWOT for Dale's Sport Pursuit. Please label the boxes 27 > 30 33 14 15 Assume that Dale has come to you for guidance h developing the marketing plan for his product. As Dale has little experience in marketing or managing a business, he wants you to help him develop a marketing strategy for Sport Pursuit Question #1 (4 marks) Complete a SWOT for Dale's Sport Pursuit. Please label the boxes 17 18 20 21 23 24 26 27 > > 29 30 - 2 33 11 12 14 15 Question #2 (2 marks) Identify a key Issue/problem that Dale must address 17 18 0 21 24 ! 27 30 od ons pleach -- 18 21 Question #3 (9 marks) For the problem listed above, develop 3 alternatives to solve the problem, and list the pros and cons of each alternative. ALTERNATIVES PROS CONS 24 27 30 33 13 > Question 4 (5 marks) What is your recommendation to Dale (based on Ihe alternatives isted above)? Justify your recommendation 14 15 -- 17 18 20 21 23 24 26 27 Question #5 (5 marks) If Dale wanted to export the product, briefly discuss some things that he should know about each country he planned to market to. 29 30