Price- Xpress is a new and emerging company. Initially the business will have penetration pricing to compete with more expensive and established dance studios. The price for renting the space for gatherings of any sort will also be at penetration pricing for the aforementioned reason.
Promotion- Xpress is a community oriented company that strives to give teenagers a place to creatively express themselves through dance. For promotions, the business will host cookouts and post fliers to gain customer attention. Xpress will also host a recital in which the teachers will perform. The goal of the recital is to prove to the customers that the teachers are well-learned in their respective form of dance and to excite the teenagers in attempt to make them want to dance with Xpress. The showcase is also to make Xpress seem fun as oppose to other dance studios that seem very strict.
Place- Xpress will hold classes and allow space rental in the building leased in south Miami.
Product (Service)
Introduction- Initially, Xpress will start with penetration pricing to compete with expensive and established studios. The business will hold showcases and other community events to promote the company. Sales will be low during the introduction period since the company is emerging. Xpress will offer dance classes in ballet, hip hop, and jazz during this phase. Space rental will also be available for a cheap rate.
Growth Phase- At the point of the growth phase, Xpress will have a small set of consistent clientele. The business will be a presence in the community and will be known by members of the community. Through word-of-mouth propaganda, the reputation of the business will be spread. Xpress will increase promotion efforts and host recitals for a very low price and will move to larger advertisements such as bus signs.
Maturing Phase- At this point, Xpress will charge clients with premium pricing. The business will be established and respected by all aspiring dancers as well as competing dance studios. There will be more types of dance classes offered and a new wing of the studio will be opened. There will also be more teachers available. The business will reach out to colleges that have a program for dance teachers. Xpress will serve as a place for the students to hone their skills. In return, colleges will pay Xpress for allowing students to hone their skills. Xpress will have advertisements in newspapers and still host community based events including recitals.
Declining Phase- During this phase, premium pricing will still be implemented. Sales will decline, but the business will still be known. Xpress will still be community based and have advertisements in newspapers. Colleges will not send as many aspiring dance teachers to hone their teaching skills. The original base of clientele has decreased at this point, but the business is still prosperous.
Withdrawal Phase- At this point, Xpress has lost its strong clientele base. Many of the students have grown out the dance studio and their are less teenagers interested in dance. The business has lost ties with colleges that have aspiring dance teachers. There are less classes available. Several of the teachers have left and there is a severe hole in the teaching staff. Current teachers are less innovative, and students are becoming less engaged. Newspaper and bus advertisements have become too expensive and there is a small audience at the recitals. The new wing of the building has been shut down due to the expense of utilities. Xpress has lost its strong presence in the community forcing it to close.
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