Analysis of the Bowling Alley business

Junior (College 3rd year) ・Business ・APA ・3 Sources

At 145 Wallman Street in Colombus, Ohio's Kings Mall, there is a place of business called Kestrel Bowling. The company is open seven days a week. However, weekends see the highest attendance. Every weekend, the business draws new clients, filling the bowling alley on weekends. The company takes pride in being a welcoming environment for families. Additionally, because the establishment is housed within a mall, customers can shop there and eat there before or after visiting the bowling alley. As a result, it encourages customers to visit the bowling alley more frequently.
On August 22, 2012, King's Mall was formally opened to the public. Kestrel Bowling is one of the initial tenants of the mall. Since then, the business has been in operation at the mall. The business has seven employees. The employees include a business manager and ground staff. The vibrant business has fifteen bowling alleys hence the need for the staff capacity. 

The business faces numerous challenges and opportunities that are common among small businesses. According to Lamb, Hair & McDaniel (2009) in marketing, the business like all small businesses is constrained by its small size. Despite this, marketing remains as among the top priorities for the business. One of the key strategies that the business utilizes in marketing the bowling alley is to engage the public through social media. Social media provides a platform to reach out to current and potential customers. The firm has been active on social media especially given its low cost and extensive reach. In addition to social media efforts, the firm focuses on business branding to enhance its corporate image. The company uses in-store and in-mall marketing efforts to reach out to consumers of its services leveraging the brand promise (Kotler & Armstrong, 2014).


Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing.

Kotler, P., & Armstrong, G. (2014). Principles of marketing. Boston: Pearson.

Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Essentials of marketing. Mason, Ohio: South-Western.

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