Fulton's Ice Land (Case Analysis) Case Study Example | Topics and Well Written Essays - 1000 words

Fultons Ice Land ( Analysis) - Case Study ExampleHowever, the Friday-Saturday evening sessions are less convenient and the daily noon time sessions have least(prenominal) attendance. Problem Recognition The current source of profit of the company is the hockey matches. Besides, the response for the weekend afternoon sessions is in addition good. However the Friday and Saturday sessions traffic is only nearly 50 to 100. The promotional efforts are ineffective because of mixed customer profile kids and teen couples. Section 2 Recommendations Target Market The main problem lies in indecision regarding target market profile. The company is trying to target young with child(p) market, whereas the traffic is most for kids. The highest turnout has been 200 with mostly kids and families, whereas the rink electrical condenser is 700. The company caters to northern US city with a population of 450000. As per the case there are no immediate competitors. Therefore company should allocate its resources to develop and mature the already existing segment instead of trying to attract another segment. If the company can build a strong imperfection salience in kids section, then it can improve its financial statistics as well as consider expansion in teen couple firmament later. Therefore the current target market estimate is Total Population 450000 % of Kids in U.S. - 20.2 (Central Intelligence Agency of United States, 2010) Potential Market 90900 Positioning ancient Positioning (for kids) The weekend public session mostly consists of kids who have been dropped off by their parents for several hours. Therefore, the concept of entertainment as well as adult supervision should be the promotional point. The security features should be highlighted and the rink should be seen as a secure recreational zone for kids, and such positioning testament help increase the consumer frequency during weekends. Secondary Positioning (for athletes) The secondary positioning can be do ne for athletes or sports loving personalities. Separate sports merchandise stands and constitutional food stands and expert skating trainings should be included for sports lovers. 4Ps Product The products should be mainly targeted towards kids consisting of kids movie merchandises. There can also be sports merchandise shops during the hockey programs. There should be a snacks bar offering organic and fast food. Special events, competitions, and DJ shows should be organized for kids. Mini rides can be installed. Other facilities may include wireless internet and more developed acoustic systems for entertainment. Price The price for frolic will be $2 an hour and the price the tickets for toy rides can be $2 per ride-lot cheaper than theme parks or gaming zones. Unique rank and file programs should be introduced. These will include discounts on the food and toy rides. Besides members would be allowed one free guest pass for special events. The membership cost (entry level + skates) can be $10 and there will be 50% discount on rides and food and special events. Th