Step 1:
Customer Analysis:
Target market 1: Demographics | age | Middle aged:35-49 | | gender | Male ;female | | Family life cycle | Married with or without children | | income | Over$70,000 | | occupation | Professional; managerial; self-employee; sales; | | education | College graduate; university graduate | | Home ownership | Own home | Psychographic | lifestyle | Structured; assured | | personality | Gregarious; extroverted | | hobbies | Love to drink wine; play golf; read magazine and newspaper; | Behavioral | loyalty | strong | | Benefit sought | Nutrition; entertainment | | usage | medium user of wine tasting course | | occasion | Regular user | Geography | region | Southern Ontario | | population | Over 4,000,000 | | Density | Urban | | Climate | cold |
Target market 2: Demographics | age | Middle aged:30-39 | | gender | Male ;female | | Family life cycle | Single without children | | income | Over$60,000 | | occupation | Professional; managerial; self-employee; sales; wine-related occupations | | education | College graduate; university graduate | | Home ownership | Own home; rent home | Psychographic | lifestyle | Structured; assured | | personality | Gregarious; extroverted; | | hobbies | Love to drink wine; play golf; read magazine and newspaper; | Behavioral | loyalty | strong | | Benefit sought | entertainment | | usage | medium user of wine tasting course | | occasion | Regular user | Geography | region | Southern Ontario | | population | Over 4,000,000 | | Density | Urban | | Climate | cold |
Step 2:
SWOT Analysis
Strengths:
1. Paul Hersford has wide knowledge about wine. 2. Paul Hersford already had 10 rounds of wine tasting seminars. He has experiences. 3. Price is reasonable, even have room for rising. 4. Paul Hersford teaches a different variety of wine in each seminar. 5. The banquet hall of a large and varied wine cellar is a good place for the seminar.
Weakness:
1. The seminar didn’t provide the knowledge which the clients wanted. 2. Paul Hersford didn’t use his knowledge to satisfy his clients. 3. The seminar that Paul Hersford provided hasn’t unique qualities to attract customers. 4. Paul Hersford didn’t do marketing research before starting his seminar. 5. Now he has a low cash flow because no customers return to his seminar.
Opportunities:
1. Wine tasting is becoming a more familiar business in Canada; 2. The Ontario is the best place for wine tasting instructor because there are three regions which produce various wines. 3. People in Ontario loved their wine and increasingly wanted to know more about it. 4. The
