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Posted: October 14th, 2022
WIL PROJECT
Program Name: Business Management
Program Code: CPL-5559-BMAT-0084-V2
WIL PROJECT
Week 5
VLO 3: Utilize the concepts and business applications of computer information systems.
VLO 6: Analyze a marketing situation and develop appropriate advertising recommendations and
sales promotion strategies.
VLO 12: Complete all work according to relevant and accepted business ethics and within the
scope of corporate responsibility.
Bob is moving forward with his plan for the Be Well kiosk. He is in the process of determining
the right product and snack line and pricing strategy for his new venture.
Based on his own observations on college campuses, Bob believes that many students bring
their own lunches instead of buying on-campus options. Bob is not sure where this trend
comes from, since he does see a high number of students frequenting the Be Well store and
buying protein bars and other snacks. He wants to determine the best pricing and options to
appeal successfully to his target market. Bob needs your help to determine product pricing.
Bob would like to offer the snack menu options from the original Be Well location as they are
quick, priced reasonably, and his current student customers like them. He would also like to
offer grab and go salads to keep with the health and wellness theme. He would like you to
recommend what else he should offer at the kiosk.
1. Complete a SWOT analysis of the existing food options on college campuses in the target area.
2. Prepare a status-quo and a penetration price strategy for Be Well as a healthy on-campus food
option for the international students in North-Eastern Toronto.
3. Complete the price strategies analysis with sensitivity analysis and a recommendation to support
the launch of Be Well.
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