National Hockey League a Retail Prospective Essay

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w 9B00M002 NATIONAL HOCKEY LEAGUE ENTERPRISES CANADA: A RETAIL PROPOSAL Elizabeth Gray prepared this case under the supervision of Elizabeth M.A. Grasby solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organizastion. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey…show more content…
Additionally, each NHL team employed its own marketers who were responsible for promoting the team and selling tickets to the team’s games. National Hockey League Enterprises National Hockey League Enterprises (NHLE) managed the promotion of the game, the licensing of NHL merchandise, and the exploitation of corporate marketing partnerships. NHLE was a large enterprise with job descriptions ranging from “Asia/Pacific Promotions” to “Grassroots Development”. NHLE was housed in downtown New York, New York, U.S.A. This document is authorized for use in educational programs at Manipal University Jaipur, TAMPI School of Business, until February 3, 2016. Use outside these parameters is a copyright violation. S 9B00M002 National Hockey League Enterprises Canada NHLE’s Canadian counterpart, the National Hockey League Enterprises Canada (NHLEC), was located in Toronto, Ontario, Canada. NHLEC was a relatively small operation under the managerial control of the New York office (an organizational chart is given in Exhibit 2). One of NHLEC’s primary strategic goals was to develop a distinct brand image. The ever-increasing number of licensees and retailers for NHL-branded merchandise was becoming too fragmented. Wakefield wanted the brand’s image to be presented consistently to consumers at the retail level. He believed this approach would, in turn, translate into increased sales

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