Potential Market Segments for Participation in Axe Throwing at Splitting Edge
ABSTRACT: On the Batl Grounds website, the owners explain that “It’s been almost 13 years since the Backyard Axe Throwing League brought urban axe throwing to the masses, using the axe as a tool to bring people together.” Splitting Edge is a new axe-throwing business in the process of developing and implementing its first marketing plan. Axe throwing is expected to share similarities with other outdoor recreation activities, but little is known about its participants, their needs, and interests. Splitting Edge, as a new business, seeks to identify core elements of one or more potential target markets. Therefore, the purpose of this descriptive survey study was to understand what market segments associate best with Splitting Edge axe throwing to create an effective marketing plan to enhance its customer base.