When expanding, the Assemblage will be more focused on setting up locations with a high amount of traffic from our target 21-35 demographic but Manhattans density and role as an entertainment magnet allow for us to build our business.
The overall marketing objective is to build the brand and set up the expansion and penetration phase. The flagship Manhattan location supports that because of the ability and the diffusion value from visitors taking back memories of the Assemblage to their home cities, to which we will ultimately expand. On the broader level, disturbing in entertainment districts with high youth traffic will allow the Assemblage to best reach the target market.
As market penetration occurs, the brand will over time become linked to entertainment and good times in a manner that is consistent across all of our markets.
Altman, H. (1987). Whos gored by gouging? Nations Business. Retrieved May 15, 2010 from http://findarticles.com/p/articles/mi_m1154/is_v75/ai_4963234/
Bovay, K. (2008). When to use a product line pricing strategy. EZine. Retrieved May 15, 2010 from http://ezinearticles.com/?When-to-Use-a-Product-Line-Pricing-Strategy&id=1341523
No author. (2010). Pricing strategies. Marketing Teacher. Retrieved May 15, 2010 from http://marketingteacher.com/Lessons/lesson_pricing.htm.