Case Study "Scouts Canada" Essay

789 Words May 3rd, 2014 4 Pages
Question 1
Using the full spectrum of segmentation variables, describe how Scouts Canada could segment its market place.

Scouts Canada is a Canadian organization; therefore the organizations segmentation strategy is primarily geographic. The company focuses on the Canadian market, including all provinces and territories of the country.

Based on what the organization wants to accomplish Scouts Canada should dedicate their marketing strategies to study and segment the market based on demographics (age, family size, life cycle) and psychographics.

Demographic Segmentation fragments the market into categories according to different demographic factors, usually with regards to the wants and needs of multiple consumer groups. The
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In doing so they also created more volunteering spots as to provide easier access and increase opportunities. They also increased their appeal to younger members by providing potential for leadership growth. In addition they had the uniforms redesigned by Joe Fresh, an innovative Canadian designer. Also they intensified their environmental campaign and centric values by planting trees, promoting recycling, and other projects. To further promote their new image they published a simple and effective scouts manual, detailing new information, as well as designing a new logo and bilingual motto to appeal to the countries two official languages. Finally they fabricated new print advertisements that highlighted health issues such as obesity, and “quirky” ads, which captured the public interest.

Question 3
What steps did Scouts Canada take to reposition its offering?
An initial aspect that Scouts Canada has reconstructed is their experiences, with the hopes of expanding their potential scout member range.

The case study stated that members would start when they were very young and lose interest after a few years. So one of the things Scouts Canada had to do was find a way to retain them past those few years. The reason why Scouts Canada faced its loss of potential members was because they failed to understand their market segments. They could not tailor their product or ‘membership’ so that it
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