...Executive Summary The Nation Hockey League has seen increasing success as well as ample controversy, coming off of a great season in 93-94. The league hit a huge dilemma in the next season when a lockout happened and the season was cut in half, this brought about serious talk of where the industry was headed and the next steps necessary to get there. The issue lies in the overwhelmingly large fan bases of the other major American sports coupled with the lack of hockey exposure in America. Much of the population finds themselves cemented into a certain sport and even more specifically a certain franchise, unfortunately not many find this sport to be hockey. With hockey being the least televised sport, only very recently hitting the television channels people don’’t see it in the same league as football, basketball and baseball. It is looked at as more of a big brawl on ice than a competitive, respectful sport, something needs to be done. With the elder population being too well established in other sports the target demographic comes down to the youth of the country. Targeting young adults, teens as well as children seems to be the most viable option. The proposed way of doing this will be to bring hockey leagues to the hometowns of the kids, making it more appealing and accessible as well as establishing a fan base from early on in a person’s life. Other methods of increasing hockey exposure and revenues are looked at however setting up leagues is the proposed solution. To do...
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...Marketing Plan For: Worcester Bruins ECHL Professional Hockey June 2014-July 2019 Submitted to: Michael Leamy, Professor May 20, 2014 Prepared by John Dunn Table of Contents 1.0 Executive Summary 3 2.0 Situational Analysis 3 2.1 Market summary 3 2.2 SWOT analysis 4 2.3 Competition 5 2.4 Services 5 2.5 Keys to success 6 3.0 Marketing Planning 6 3.1 Target market 6 3.2 Positioning 6 3.3Marketing mix 7 4.0 Implementation and Control of the Marketing Plan 8 5.0 Summary 10 6.0 Appendix: Financial Analysis 10 7.0 References 14 1.0 Executive Summary On November 2004, after 11 strong seasons of minor league hockey at the DCU center in Worcester, MA the city’s team, the Worcester Ice Cats announced that they would be moving to Peoria, Illinois. During this time, attendance averaged around 7,000 fans per game and provided an economical and fun night out for adults and kids alike. After a brief hiatus of two years, San Jose moved their affiliate to the city however the results were not like past years. As ticket prices rose and the product on the ice declined with several non-playoff seasons, attendance averages dropped to just over 4,000 (figure 1) and the cost of sending players across the country weighed heavily on the parent club. Although there have been bumps and struggles, Worcester remains a strong market for a professional hockey team, especially one with ties to a local NHL club such as the Boston Bruins. Boston’s current...
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...Taffe’s Ice Land Case Analysis Taffe’s Ice Land is clearly already sustaining itself by breaking even. Ty just needs to develop a plan that focuses on his current strengths, which is what is currently working for Taffe’s Ice Land and target those to increase them. The SWOT analysis is a powerful tool to determine everything. His current strengths are definitely the hockey sessions and weekend hours. Ty has been able to successfully manage this and kept the business up and running. Hockey sessions should continue to be held in order to continue breaking even, however Ty needs to work on the schedules. One of his weaknesses is the fact that he can’t handle huge amounts of clientele because he needs to have the business well staffed during these peak hours. Labor costs are one of the most expensive costs in a business. A major external opportunity is that children are constantly dropped off by parents and Taffe’s Ice Land is the only ice skating rink in town. Just the fact that he is and continues to be the only ice rink in town, gives Taffe’s Ice Land a great advantage. The only threat that Ty has encountered is the scheduling of the public skating sessions. Ty still hasn’t been able to figure out how to make it work so he can increase his profits. Since his strength so far has been running the hockey sessions, Ty should continue to offer them, but also on a more programmatic way. This will allow him to continue offering the hockey clinics and figure skating...
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...Introduction Retail can be defined as the sale of physical goods, merchandise and any services to the consumers for their personal, family or household for direct consumption. In most of the retail industry, every sales transaction involves the final consumers. Retail industry is categorized as the service factors which made a positive impact on the economic growth of Malaysia. In Malaysia, the retail sector is strictly regulated by Ministry of Domestic Trade and Consumer Affairs (MDTCA) through the committee of retail trade. The growth of retail industry is always having a direct positive relationship with the economic growth. The phenomenon can be easily explained as when economic slowdown, the retail industry is expected to face challenges as the consumers begin to reduce and limit down their expenditures which will eventually reduce the retailer’s revenue and profit. For example, in an economic recession, fewer consumers will think about buying a pair of new shoes to avoid an extra financial burden. In addition, the increasing price of basic commodities will cause the retailers to face cost pressures which reduce their profit margin. Background of NIKE Company Nike Company is one of the largest retailers that involved in Malaysia’s retail sector. It involves in the athletic footwear retail industry as its primary main focus is on supplying sportswear. It is the leading retail marketer of sport apparel, athletic shoes and a major manufacturer of sporting equipments...
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...Strategic Business Analysis - Tim Hortons 1 EXECUTIVE SUMMARY 3 2 TIM HORTONS MISSION AND VISION STATEMENTS 3 2.1 Mission Statement 3 2.2 Vision 3 3 HISTORY 3 3.1 Tim Hortons Brand 4 4 PAST STRATEGY 4 4.1 Merger with Wendy’s International lnc. 4 5 CURRENT STRATEGY 5 5.1 Brand Recognition 5 5.2 Unique Business Model 5 5.3 Market Expansion into the U.S. 6 5.4 Co-Branding – Cold Stone Creamery 7 5.5 Community Involvement (Children’s Foundation) 7 5.6 Coffee Partnership - Working within the Industry Value Chain 8 5.7 Measures Of Performance 9 6 FUTURE STRATEGY 9 6.1 Five Key Points for 2010-2013 Strategic Plans 9 6.2 U.S. Market expansion 10 6.3 Market Leader in Canada 10 6.4 International Strategy 11 7 CONCLUSION 11 8 APPENDIX 12 9 REFERENCES 12 1 Executive Summary A strategic business analysis of Tim Hortons’ restaurant chain was conducted and action plan is recommended. We are the Vice President of Marketing and Chief Financial Officer and presenting this report to the shareholders of Tim Hortons. This report includes a review of Tim Hortons’ past strategies by focusing on its origins from the beginning to the establishment of their valuable “Brand” reputation in Canada. We will perform an analysis of the past, present, and future strategies of the business. 2 Tim Hortons Mission and Vision Statements 2.1 Mission Statement: Our guiding mission is to deliver superior quality products...
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...I. OVERVIEW OF FERRIS STATE ATHLETICS a. Internal Environment Ferris State Athletics currently has fifteen different sports teams with seven being male teams and eight female varsity sports teams. The male sports are ice hockey, football, basketball, cross-country, track and field, tennis, and golf. The women’s sports are basketball, cross-country, golf, soccer, softball, tennis, track and field, and volleyball. All the teams except the hockey team are Division II teams playing in the Great Lakes Intercollegiate Athletic Conference (GLIAC). The hockey team currently plays in the Western Collegiate Hockey Association (WCHA) of NCAA Division I. There is a home venue for all Ferris’ sports teams in Big Rapids for example Top Taggart Field, Jim Wink Arena, Ewigleben Ice/Sports Arena, FSU Soccer Field, Katke Golf Course, FSU Racquet Center, and FSU Softball Field. The Ferris State Athletics logo is a bulldog with the school colors Crimson ("Ferris Red") and Gold ("Ferris Gold"). The Athletic Department is led by Athletic Director, Perk Weisenburger a Michigan native and previous Associate Athletics Director for External Operations at University of Nevada. Weisenburger is assisted in his duties by Associate Athletic Director, John Coles. Coles hired in 2008, is also a Michigan native and was previously employed by Big Rapids High School as the Activities and Athletics Director/Assistant Principal. (Staff) The athletic department is located in Ewigleben Sports Complex...
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...Table of Contents 1. Executive Summary 3 2. Current Business Operations 3 3. Plan to turn FHGCC into an All-year-round Facility 3 The Building 4 The Simulator 4 The Software 4 4. Strategic Focus and Plan 5 Mission 5 Goals 5 Competencies and Competitive Advantage 5 5. Situation Analysis 5 SWOT Analysis 5 Industry Analysis 6 Competitor Analysis 7 Customer Analysis and Target Markets 7 6. Marketing Program 7 Price Strategy 7 Promotion Strategy 8 7. Sales Forecast 8 8. Implementation 8 Marketing Organization 8 Marketing Activities 8 9. Evaluation 9 Appendix A – Non Member Revenue Projections 10 Appendix B – Income Statement 11 Appendix C – Golf Courses Available on E6Golf Software 13 Appendix D – Marketing Budget 14 Appendix E – Marketing/Activities Plan 2014 – 2015 15 Bibliography 16 1. Executive Summary The following plan outlines the marketing strategy and tactics for introducing virtual golf to Fox Haven Golf and Country Club (FHGCC), a golf course currently operating in High Level, AB. This is the only golf course in the High Level area, the closest other courses being in La Crete and Fort Vermillion, both over an hour’s drive from High Level. FHGCC will build and open a 10 room Virtual Golf Centre at its current location. FHGCC will target this new venture at its current membership of approximately 120, while opening its doors to new golfers and those wishing to remain active over the long winter months. 2. Current Business...
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...1.0 Company Profile Amway is one of the global largest direct selling companies which found by Rich DeVos and Jay Van Andel in 1959 (Amway, 2012). Amway manufactures and sells a wide range of products, for examples, nutritional supplements, skin care products, cosmetics, personal care products, and household cleaning products. However, Amway also sells other products such as jewelry and accessories, fragrances, and home appliances on behalf of other companies by Crocodile, B.U.M., Calvin Klein, and Philips (Amway, 2012). The headquarters of Amway is located at Ada, Michigan, US. Amway operates in more than 80 countries across the Americas, Europe, Asia, and Africa (Amway, 2012). 1.1 Objectives of audit the marketing communication used The objectives of audit the marketing communication tools that used by Amway is to analyze the ability and effectiveness of the tools, to examine the messages and contents used to target the audiences are correct, to understand whether the tools are under control, and to identify which tools are most effective to used by Amway to target its audiences. 2.0 Marketing communication used Marketing communication is a process of creating messages and dialogues of product offerings to the target audiences (Keller, 2001; Kitchen and Burgmann, 2010). Amway uses a range of marketing communication tools such as advertising, sponsorship, public relations, and social media to promote and advertise its brand and products to its target audiences and...
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...2. Increasing competition in developing economies Amidst heavy competition to be a market leader in developing economies, there are quite a few issues to be noted. a. Losing market share in China – Li Ning. It is worth noting that Nike does not have a Chinese online website store to facilitate customers to come online and learn/buy Nike’s products. b. Price sensitivity – Developing markets are generally price sensitive markets. Nike’s premium and high quality brand image doesn’t sync with the expectations of the customer. In other words, the differentiation strategy might not bring as good results as it had brought in the USA. 3. Significant reliance on IT and sophistication in managing supply chains. Nike is heavily dependent on information technology systems across our supply chain, including product design, production, forecasting, ordering, manufacturing, transportation, sales, and distribution. Nike’s ability to effectively manage and maintain our because the product design and innovation forms the backbone of the company. Nike success 1. The key reasons for the success of Nike are associated with its global brand promotion. Due to its extensive advertising campaigns the Nike’s brand is known in almost every household worldwide. 2. Nike (now, called the unofficial sponsor!) has generated the most buzz online in the lead up to the World Cup. Much greater than Adidas, it’s arch-rival and official sponsor. Coca Cola, Sony, Visa and other FIFA partners are lagging...
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...Aqua Bay Marketing Plan for Softubs Jamie O'Shaughnessy Table of Contents EXECUTIVE SUMMARY 4 PURPOSE 5 SCOPE 5 SITUATIONAL ANALYSIS 6 COMPANY 6 About 6 Mission Statement 6 Corporate Social Responsibility 6 COMPETITORS 7 St. Lawrence Pools 7 Beachcomber 8 Comparison Chart of Competitors 9 CUSTOMERS 10 Market Segments 10 Target Market – “KEY FINDINGS” 10 Market Share 11 Customer Needs 11 Retail Channel 11 Consumer Information Sources 11 Frequency and Quantity of Purchase 12 COLLABOTATORS 13 CLIMATE 14 STEP Analysis 14 Social 14 Technological 14 Economic 14 Political 14 SWOT Analysis 15 Strengths 15 Weaknesses 15 Opportunities 15 Threats 15 OBJECTIVES AND ISSUES 16 MARKETING STRATEGY 17 Unique Selling Proposition 17 Competitive Advantage 17 Customer Promises 17 USP 17 MARKETING MIX 18 Product 18 Price 18 Promotion 19 Place 20 Promotional Objective 20 Promotional Strategy 20 Strategic Summary – “KEY FINDINGS” 20 TACTICS 21 Personal Selling 21 Frequently Asked Questions 22 Print 23 Signage 23 Emails 25 BUDGET 26 Monthly Budget (DIRECT COSTS) 26 CONTROLS 27 Customer Feedback 27 Annual Sales 27 Profitability 27 Journal 27 Sales: Prospects 27 * attached documents *Positioning Graph for Softub *Customized Print Advertisement for Softub *Letter to Softub Sales Representative EXECUTIVE SUMMARY Aqua Bay Ltd is a local pool store looking to increase...
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... A-41, MCIE, MATHURA ROAD, NEWDELHI- 110044 TEL(011) 26991300, 51560000 E-MAIL: delhi@raifoundation.org WEBSITE: www. raifoundation.org TABLE OF CONTENTS • INTRODUCTION • PEPSI PROFILE 1. BIRTH PLACE OF PEPSI 2 INDUSTRY STRUCTURE 2. PURCHASE AND CONSUMPTION PATTERN • COMMON TERMS USED IN PEPSI-COLA SYSTEM • THE HIERARCHY OF MARKETING DEPARTMENT • JAIPURIA & PEPSI • CORPORATE CITIZENSHIP • PEPSI 10 STEP CALL • PUNCHLINES • PUNCHLINES • SWOT ANALYSIS S. T. P. ANALYSIS • MARKETING MIX • BIBLIOGRAPHY INTRODUCTION Pepsico is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snacks business of Frito-lay North America and the beverage and food business of Pepsico Beverages and foods, which includes Pepsi Co Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America) and Quaker Foods North America. Pepsi co success is the result of superior products, high standards of performance, distinctive competitive...
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...Business Environmental Audit Critically assess the strategic Direction of the Nike brand William Hanrahan (060953199) ACE1004 Introduction to Management Contents 1.0 Executive Summary 2.0 Introduction 3.0 Nike 3.1 History 3.2 The Market 3.3 Industry Analysis 3.4 Trouble Ahead for Nike? 3.5 Nike Advertising 3.6 Brands of Choice 3.7 Nikes other Brands 3.8 Targeting New Markets 3.9 Financial Performance 4.0 External Market Drivers 4.1 Political Drivers 4.2 Economic Drivers 4.3 Socio-Cultural Drivers 4.4 Technological Drivers 4.5 Environmental Drivers 4.6 Legal Drivers 4.7 Charity Work 5.0 Competitive Environment 5.1 Porter’s Five Forces 5.2 Competitor Analysis 5.3 Nike vs. Fake Goods 5.4 Stakeholders 5.5 Stakeholder Mapping 6.0 The Brand 6.1 Competitive Advantage 6.2 The Swoosh 6.3 Routes to Competitive Advantage 6.4 Ansoff Matrix 7.0 Conclusions 7.1 Swot Analysis 8.0 Recommendations 8.1 Reflection 9.0 Portfolio of Information Sources 9.1 Primary Sources 9.2 Secondary Sources 1.0 Executive Summary Nike was founded in 1972 by Philip Knight and Bill Bowerman. Bowerman is well known in America as the University of Oregon coach. He brought jogging to America, built an unrivalled track and field program at that university, and taught his athletes to seek the competitive advantage everywhere - in their bodies, their gear and their passion. The Marketing men at Nike would like us believe that the brand is more than a product, it is an experience that we are buying into. Wherever...
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...KRAFT’S BUDGETING AND STRATEGY A case study Presented to CASE STUDY IN PRODUCTION AND OPERATION MANAGEMENT BUDGETING AND STRATEGY A KRAFT FOOD INTRODUCTION The company has its origin as National Dairy Products Corporation (National Dairy), formed on December 10, 1923, by Thomas H. McInnerney. The firm was initially set up to execute on a rollup strategy in the then fragmented United States ice cream industry. Through acquisitions it expanded into a full range of dairy products. By 1930 it was the largest dairy company in the United States and the world, exceeding Borden. McInnerney operated the Hydrox Corporation, an ice cream company located in Chicago, Illinois. In 1923 he went to Wall Street to convince investment bankers there to finance his scheme for consolidating the United States ice cream industry. He initially found "hard sledding" with one banker saying the dairy industry "lacked dignity." He persevered and convinced a consortium including Goldman Sachs and Lehman Brothers to finance a rollup strategy. As a result of his efforts, National Dairy Products Corporation was formed in 1923 in a merger of McInnerney's Hydrox with Rieck McJunkin Dairy Co of Pittsburgh, Pennsylvania. The resulting firm was then listed on the New York Stock Exchange with the offer of 125,000 shares having been The firm grew quickly through a large number of acquisitions. As it is typical...
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...consumer purchase decision has been studied. The different approaches of influencing market positioning of the company and product through promotion have been discussed herein. The methodology incorporated includes both primary and secondary research data, pertaining to directly and exclusively collected information and views from Dove users and employees and results or analysis from credible magazines, online portals, discussion forums, journals etc. respectively. The data sampling has been thereon used to ascertain outcomes and derive results and presenting a better view of the entire branding-promotion-consumer cycle. Keywords: Branding, consumer buying behavior, brand management, Nike CHAPTER ONE - INTRODUCTION Chapter One introduction mainly concern with the background study of the project focusing to the study of the case. The concern also given to the research aims and objectives of the research as well as research question which comply with the dissertation. The focus also given to the research methodology which determines the ways of deriving the data collection and its methods for analysis where primary and secondary research being taken under consideration. The parallel focus given to the significance of the study being taken under consideration and finally ends with conclusion of the chapter one. 1.1. BACKGROUND “People get consciousness all the...
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...University of the Fraser Valley A Marketing Analysis on Tim Hortons Company Diana Beedassy 200105312 Business 120 Mr. Richard Simon April 2, 2012 Table of Contents Cover Page...............................................................................................................................................1 - 2 Table of Contents…………………………………………………………………………………………………………………………………….3 Introduction and History………………………………………………………………………………………………..………………....4 - 5 SWOT Analysis……………………………………………………………………………………………………………….………………….6 – 7 Business Articles………………………………………………………………………………………………………………………………………8 Target Market…………………………………………………………………………………………………………………………………9 – 10 Tim Horton’s merging with Wendy’s Inc………………………………………………………………………………………………..11 Tim Horton’s as a convenient product……………………………………………………………………………………..…………...12 Channel of Distributions …………………………………………………………………………………………………………..…………...13 Promotional Strategies……………………………………………………………………………………………………………….…….....14 Socially Responsible Behaviour……………………………………………………………………………………………………..15 – 20 Recommendations – Part A (SWOT) ……………………………………………………………………………………………..21 – 22 Recommendations – Part B …………………………………………………………………………………………………………. ..23 Recommendations – Part C……………………………………………………………………………………………………………24 – 25 Gross Annual Sales & Market Share………………………………………………………………………………………………26 – 27 Appendix 1 – Timeline……………………………………………………………………………………………………… …………………..28 Appendix...
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