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F1 Experience Case Study

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F1 EXPERIENCE CASE STUDY

Business Description
The F1 experience is about an indoor kart racing center and its main aim is to attract and give customers an exhilarating rush of adrenaline and excitement through the use of high speed go-karts. The location of this center will be close to the mall which is very good for business and will be able to get the news about about the F1 experience and through that will be able to attract more customers. The F1 experience will feature new developed kart that is different from their competition. Products and services the F1 experience will be providing includes arrive and drive racing, arcade games, corporate outings/private events, concessions, league racing, retail novelty shop, youth kart racing camps, advertising packages and television entertainment.

Marketing
Location is very important and this location is really good. It proves that Whisler did his marketing homework. Since Indianapolis is home of the Indy 500, racing capital of the world, it is definitely the perfect location due to all the advantages it provides like a lot of motor sport influence on the people of the city. It also has approximately 5million visitors a year who bring in about $1.5billion in revenues. Another reason why location is good is massively trafficked mall which is next door. The center is located directly behind the mall, which is Indiana’s largest mall and home to over 11million customers per year. There is a lot of money in this location which means his sales projections can be met. During his research he found out that indoor karting appealed to a broad demographic through evenly spread percentages in the categories of age, education and income. He also carefully developed an advertising campaign to help promote the F1 experience.

Operations
This mainly describes the location and how it benefits the F1 experience, the size and weaknesses of the location as well thereby giving a clear and concise idea of what changes are needed to be made. The most important part of the operations part are the people involved in the design, function and operation of the center. It has the regular work schedule of any work week with added benefit of no cost. The F1 experience will be open year – round with the only closings on Christmas and thanksgiving. Further details of operating cost and profit margins are listed clearly and concisely at the end of the segment

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