Abstract
Swan’s Ice Arena is a place for people to enjoy ice activities. Due to the reason that David who is the manager of Swan’s Ice Arena wants to increase the revenue, he plans to expand his public skating program. It will not limit the number of customer to 12 to 24 people; instead, it can meet 700 people’s need. The revenue changes from 200 to 3500 due to the increasing number of consumer. But the problem lies in that the target market is consisted of the teenagers and kids. They are free only on Saturday and Sunday afternoon. So it leads to the low revenue and high costs of the left time. By considering how to change the situation, he made a decision to focus on another target market of young couples. To attract the groups, he
So he then uses multiple target market. From my point of view, I think the combined target market is the best approach in promoting the situation. By focusing on different group and do research on the preference of different group, the manager can classify these groups with different ages and attract a wide range of people there.
Conclusion
Totally speaking, Swan’s Ice Arena should set up a plan to evaluate the market and evaluate the opportunities to its company. During the process, the manager should implement and control the plan. For example, Swan’s Ice Arena should do the research to evaluate the difference between customer’s preferences of different age. Jehoshua Elishberg states that many judgments made by consumers involve outcomes characterized by several attributes
CASE ANALYSIS OF SWAN’S ICE ARENA 5
(dimensions)( Jehoshua Elishberg, 1980, P60). By targeting the market and positioning its goal and objectives, managers can put the plan into practice. It is necessary to make a strategic plan. Strategic planning in an organization can involve making decisions on allocating resources such as capital and people(Amin Hosseini-Nasab3., Abbas S. Milani& Hasan Hosseini-Nasab, 2010, P24). Just send different age group with different member cards which show the available time to come in regard of their preference. Creating new programs for