We are Summerfolk, an annual Music & Crafts Festival held on the shores of the Georgian Bay. We are celebrating 50 years this Aug 15-17, 2025, and we want to better understand our target market and the overall market, so we can uniquely position ourselves within our community.

We would like to collaborate with students to conduct market research.

This will involve several different steps for the students, including:

• Familiarizing themselves with our Festival and presenting organization's values, products and services.
• Researching our target market and market potential.
• Researching the industry and competitive landscape.
• Recommending strategies to improve our positioning, brand, products and services.

Bonus steps in the process would also include:

• Recommending strategies to differentiate ourselves from our competition.

By the end of the project, students should demonstrate:

• Familiarity with our Festival's products and services
• Understanding of our target market and market potential
• Understanding of our industry and competitors
• Recommendation of strategies to improve our company’s services

Bonus steps would include:

• Identifying our company’s competitive advantages

Final deliverables should include

• A final report.