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Subject category: Marketing
Authors:
Lourdes Perez (TBS Barcelona)
Published in:
2019
Version:
7-Dec-2018
Revision date:
04-Feb-2019
Length:
34 pages
Data source:
Field research

Abstract

Swing Maniacs (SM) is a dance school founded in 2010 by Jordi Mundet and Jana Gruliochova to provide a meeting point for anyone who wants to join and exciting dance community and share their passion for swing dancing. 'Swing jazz' or Swing was originated in the late 1920’s in Harlem, New York, and gained great popularity in the 1930's across the United States and Europe. Swing is as well-known for its music as its progressive and unique dancing accompaniments, which have since developed into different styles being the main one, the 'Lindy Hop'. In 1997, Swing found a permanent home in Barcelona, currently considered as one of the main cultural hubs for swing dance and lindy hop in Europe. SM is the main Swing school in Barcelona and also has an important presence in Madrid. The case explores the challenges that Jordi Mundet, director of SM, is confronted with in 2018: the acquisition and retention of students, ensure the consistent quality and standardized experience between different locations, improve the profitability of the 820 square meters of facility in use at its main studio in Barcelona. In addition to these commonly found issues in service firms, SM also needs to address somewhat more specific issues. Lindy hop is danced with a partner and dance students change partners all the time during classes and in social dancing. The fact that there are more women who dance than men has an impact on the business of swing dance schools.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Services marketing and management; Service business; Service concept; Service company; Marketing strategy: Service marketing; SME (Small and medium enterprises); Arts and culture; Leisure and entertainment

Setting

The events covered by this item took place in 2017-2018.

Geographical setting

Region:
Europe
Country:
Spain
Locations:
Barcelona; Madrid

Featured companies

Company name:
Swing Maniacs
Employees:
11-50
Turnover:
EUR 1.5m
Type:
Privately held
Industry:
Arts and Entertainment
Other keywords:
SME, Service firm, dance school, swing dancing
Company name:
BCN Swing
Employees:
2-10
Turnover:
EUR 50,000
Type:
Non-profit
Other keywords:
Association, Not-for-profit, Swing dancing

Featured protagonist

  • Jordi Mundet (male), Swing Maniacs founder and director

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