Swan’s Ice Arena Essay

948 Words Jan 17th, 2013 4 Pages
Swan’s Ice Arena

Q1:
Strengths Opportunities
 It is the only indoor ice rink in a northern U.S. city.
 Newly installed soft lights and selected music.
 The rink is big enough to have 700 people at one time.
 Offering ice skating program.  Winter is a popular season to skating.
 Holding some “social activity” as roller skating rinks do.
Weaknesses Threats
 Weather variability
 The program does not attract as many people as Swan think.
 Generating more cost and less revenue  The city’s recreation department operates outdoor rinks in the winter.
 Online games and networking makes more youth stay home rather than meet friends in weekend evening.

Profits come from customers. As long as Swan wants to make profits, he
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From the other perspective, he segmented the market into two kinds----hockey and public skating program. Hockey is charged $200 an hour (plus concession sales) for entire rink which is different from the public skating program. This is a multiple target market. We only focus on the public skating program.
If I were a marketing manager, I choose the multiple target market, but a little difference in public program. Swan already has 14 sessions which cannot be more specific. What he needs is more specific strategy for different sessions. Market segmentation is necessary and useful. Treat different market with different strategy is effective, although it may increase cost. When you find the right strategy for target customer, you will make more profit than you can imagine.
Q3:
As I mentioned in Q1, Swan will attract the teenager from other entertainment on weekend evening. That expands our competitor to several entertainment companies. But we will try to focus on the main competitor---- the outdoor rink.
We can see from the case that the competitor of Swan’s ice rink is outdoor rink build by the city’s recreation center. This situation is monopolistic competition. I have mentioned in Q1 that Swan’s will have an obese teenage session. Does the outdoor rink can imitate Swan’s rink. I don’t think so. First, the outdoor rink is for the people who want to play skating. The Swan’s has
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