Catfish Creek Canoe Company
Marketing-----Case study assignment

1.According to the passage, Catfish is a new brand, its target market:

Size: Canoes occupied about 32% of Canadian boats from Statistics Canada. The potential market was large, but it doesn’t talk about specific kinds of canoes such as Catfish’s canoes. So we can’t confirm the correct size.
Demographic: Income level is above-average income. It doesn’t mention specific occupation, but sell for professionals.
Geographic: Placing advertisements in canoeing magazines of the U.S. and Canada. The shop is in Ontario.
Buying patterns: We just can find direct from the shop to the customers and Web page.
Preferences& expectations: Not specific information. But the canoes are handcrafted cedar canoes and sell for premium.
Attitudes, interests and opinions: Professionals who has hobby of canoeing or other hobbies such as fishing, hunting and camping.
Volume Based: specializing in 16-foot Peterborough canoes.
Benefit based: It’s important to introduce his major benefit sought by customer. Every customer can receive a certificate with serial numbers and a guarantee for five years. It’s also provide features of products and information of process building the canoe.

2.No, he hasn’t. I think his target market still need information about:

Accurate market size. Aiming to his target market, instead of a wild range of whole canoes.
Period of ordering, manufacturing and receiving, etc. Now, Davidson only has some assumption of it.
How about the population density and environment around his market. If some similar company in the market area.

More specific information of price range and purchasing way. It’s important to analyze competitors and target customers.

3.No, he hasn’t. I think his competition still need information about:

First, Davidson only research the price