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Although this gives them great versatility to serve almost everyone for almost any type of event, it has impacted them financially resulting in a decrease of net income before taxes by $17,500 from 2005 to 2006). Therefore, Montreal VIP must redefine its target market and service offerings if it wishes to increase its profitability and ensure its place within this industry.
Montreal VIP has three main options which can help it attain its ultimate goal of achieving an increase in profitability from 2006 fiscal year and carve out a piece of the market within its industry. The first is to focus on the female market, the second is to go after the corporate market, and the last is to stay with its core strategy, the male market...
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