1. Does the target market iYellow has identified make sense in terms of their business format/offering? Are there other target markets the company should pursue?
2. Evaluate the marketing strategies employed to date. Do they make sense, and are there any improvements that could be made?
3. What other service or expansion opportunities exist for Yellow for the future, specifically in terms of global marketing?
4. What are some options for how to spend the marketing budget allocated for next year?
As of 2011, the iYellow Wine Club was active, with more than 7,000 members. Ange continues to be the driving force behind the business, whereas Pax has since moved on to other opportunities in marketing communications and education. The club still offers wine events, tastings, and tours and now offers wine classes through the newly developed iYellow Wine School.
