Subject category:
Marketing
Published in:
1997
Length: 21 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.
Share a link:
https://casecent.re/p/22769
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
This case traces the Rose of Tralee festival from being a carnival when established in 1958 to becoming Ireland''s biggest festival event. The festival''s centrepiece has always been the selection of the annual Rose of Tralee, which is televised live nationwide. The festival peaked in 1990 when 250,000 people visited the town during festival week, contributing IR£15 million to the economy. Since then visitor numbers have reduced to 200,000, revenue has stayed the same despite inflation, the TV audience is declining, a major sponsor withdrew in 1995, and the organisers reported the first deficit the following year. In 1996 the first full-time CEO was appointed with the task of reversing this decline. The case incorporates the concepts of defining the business, the target market and competition, and of managing a ''product'' in the decline stage of its life cycle while being cognisant of a variety of ''stakeholders'' needs. This case contains colour exhibits.
Location:
Industry:
Size:
2 full-time plus volunteers
Other setting(s):
1997
About
Abstract
This case traces the Rose of Tralee festival from being a carnival when established in 1958 to becoming Ireland''s biggest festival event. The festival''s centrepiece has always been the selection of the annual Rose of Tralee, which is televised live nationwide. The festival peaked in 1990 when 250,000 people visited the town during festival week, contributing IR£15 million to the economy. Since then visitor numbers have reduced to 200,000, revenue has stayed the same despite inflation, the TV audience is declining, a major sponsor withdrew in 1995, and the organisers reported the first deficit the following year. In 1996 the first full-time CEO was appointed with the task of reversing this decline. The case incorporates the concepts of defining the business, the target market and competition, and of managing a ''product'' in the decline stage of its life cycle while being cognisant of a variety of ''stakeholders'' needs. This case contains colour exhibits.
Settings
Location:
Industry:
Size:
2 full-time plus volunteers
Other setting(s):
1997
Related