Mkt521 Case1 Muktha
Swan’s Ice Arena Case Analysis
Mkt 521
Dr. Leslie Toombs
Texas A&M University- Commerce
June- 2014
Submitted by
Muktha B Ramesh
1. Strength
Swan Ice Skating Arena is the only indoor ice rink in a northern U.S city
The Arena runs successful hockey programs which makes the arena well known among sports enthusiasts
The Arena is a Hockey rink which can allow around 700 people in a public ice-skating session
Also the receipts a single session of public skating can yield is more than ten times that of a single hockey session
The most successful sessions are the Saturday and the Sunday afternoons, with an average of 200 people during winter sessions
The kids and families seem to enjoy and are fairly loyal groups
There is less competition in the locality as there are few outdoor arenas operated by city 's recreation department and the operation of these arenas depends on the weather conditions whereas Swan 's is a indoor arena
Weaknesses
Failure to market and advertise lead to the failure expected turnouts in 14 public skating sessions.
More staff people are needed to handle a public skating session— guards, a ticket seller, skate rental, and more concession help.
The net revenue from either use is about the same due to low turn outs and staff salary
There seems to be conflicts in how different age groups enjoy it as kids tend to race around and older patrons and dating couple find this disturbing
Opportunity
David takes notice of different public skating sessions attracting different kind of people, like weekend noon sessions attracting kinds and evening sessions attracting loyal customers etc. Based on observation on the turn outs, he can design the ice skating sessions.
Also more than a quarter of the patrons being young children dropped off by parents, there can be various social activities designed for children instead of trying to attract dating couples or adult crowd
Also ice-skating lessons can be conducted during weekends which may improve
Mkt 521
Dr. Leslie Toombs
Texas A&M University- Commerce
June- 2014
Submitted by
Muktha B Ramesh
1. Strength
Swan Ice Skating Arena is the only indoor ice rink in a northern U.S city
The Arena runs successful hockey programs which makes the arena well known among sports enthusiasts
The Arena is a Hockey rink which can allow around 700 people in a public ice-skating session
Also the receipts a single session of public skating can yield is more than ten times that of a single hockey session
The most successful sessions are the Saturday and the Sunday afternoons, with an average of 200 people during winter sessions
The kids and families seem to enjoy and are fairly loyal groups
There is less competition in the locality as there are few outdoor arenas operated by city 's recreation department and the operation of these arenas depends on the weather conditions whereas Swan 's is a indoor arena
Weaknesses
Failure to market and advertise lead to the failure expected turnouts in 14 public skating sessions.
More staff people are needed to handle a public skating session— guards, a ticket seller, skate rental, and more concession help.
The net revenue from either use is about the same due to low turn outs and staff salary
There seems to be conflicts in how different age groups enjoy it as kids tend to race around and older patrons and dating couple find this disturbing
Opportunity
David takes notice of different public skating sessions attracting different kind of people, like weekend noon sessions attracting kinds and evening sessions attracting loyal customers etc. Based on observation on the turn outs, he can design the ice skating sessions.
Also more than a quarter of the patrons being young children dropped off by parents, there can be various social activities designed for children instead of trying to attract dating couples or adult crowd
Also ice-skating lessons can be conducted during weekends which may improve
References: Peteraf, M. A. Competitor Identification And Competitor Analysis: A Broad-based Managerial Approach. Managerial and Decision Economics, Vol. 23, 157-169. Ghoshal, S., & Westney,D.(1991). ORGANIZING COMPETITOR ANALYSIS SYSTEMS. Strategic Management Journal, 12(1), 17-31 Ronen, B., & Coman, A. Focused SWOT: Diagnosing Critical Strengths And Weaknesses.International Journal of Production Research, 5677-5689. mind of marketing. (n.d.). : What is customer segmentation?. Retrieved June 23, 2014, from http://www.mindofmarketing.net/2007/05/customer-segmentation-why-exactly-does.html#.U6f_wfldVyU McCarthy, E. J., Perreault, W. D., & McCarthy, J. P. (2011). Basic marketing: a global-managerial approach (18th ed.). Homewood, IL: Irwin.