Game of Stones: Bringing new audiences to a 500-year-old Scottish Sport: CASE STUDY

TY - GEN

T1 - Game of Stones

T2 - Bringing new audiences to a 500-year-old Scottish Sport: CASE STUDY

AU - Marchant, Caroline

AU - Auxtova, Kristina

AU - Chamberlain, Evie

PY - 2018/8/5

Y1 - 2018/8/5

N2 - This case study explores the current status of a 500-year-old sport of curling in Scotland, focusing particularly on the Edinburgh Curling Club, opened since 1980 at Murrayfield in the heart of Scotland’s capital city of Edinburgh. The case considers how to diversify the membership of a very traditional sport. The challenge is to diversify membership without alienating traditional users, particularly the loyal senior members and to attract new members when competition for leisure time is intense in modern everyday life. Furthermore, the case contemplates strategies for increasing revenue outside of the winter season when the ice is drained. As an unusual sport, this case study is useful as it makes students research thoroughly and avoids them relying on their own personal knowledge of a sport. It can be used in two core ways: 1) as a basis for a marketing planning discussion and development, and 2) to explore the overall strategic situation of a historical sport in our busy modern lives.

AB - This case study explores the current status of a 500-year-old sport of curling in Scotland, focusing particularly on the Edinburgh Curling Club, opened since 1980 at Murrayfield in the heart of Scotland’s capital city of Edinburgh. The case considers how to diversify the membership of a very traditional sport. The challenge is to diversify membership without alienating traditional users, particularly the loyal senior members and to attract new members when competition for leisure time is intense in modern everyday life. Furthermore, the case contemplates strategies for increasing revenue outside of the winter season when the ice is drained. As an unusual sport, this case study is useful as it makes students research thoroughly and avoids them relying on their own personal knowledge of a sport. It can be used in two core ways: 1) as a basis for a marketing planning discussion and development, and 2) to explore the overall strategic situation of a historical sport in our busy modern lives.

KW - case study

KW - marketing strategy

KW - curling

KW - target audience

KW - Promotional marketing

KW - Marketing plan

KW - Sport

KW - Scotland

KW - Marketing mix

UR - https://www.thecasecentre.org/main/products/view?id=153853

UR - http://casecent.re/p/153853

M3 - Other contribution

SN - CASE-Reference no. 518-0077-1

PB - Case Centre

ER -