Fulton's Ice Land (Case Analysis)

Case Study
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Fulton's Ice Land (Case Analysis) TABLE OF CONTENTS Section 1: Evaluation of Current Strategy 3 Section 2: Recommendations 5 Positioning 5 Cost 8 Total Frequency 8 Revenue 8 Section 4: Specific Problem- Attitude towards business 9 References 9 Section 1: Evaluation of Current Strategy Analysis of Four C’s Consumer The current consumer profile that Fulton’s Ice Land is catering to can be segmented into three categories: Kids with an average age range of 8-14, Teenage Couples, Athletes Costs There are two types of programs- Hockey Programs and Public Skating Programs.


However, the Friday-Saturday evening sessions are less convenient and the daily noon time sessions have least attendance. Problem Recognition The current source of profit of the company is the hockey matches. Besides, the response for the weekend afternoon sessions is also good. However the Friday and Saturday sessions traffic is only around 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 adult market, whereas the traffic is most for kids. The highest turnout has been 200 with mostly kids and families, whereas the rink capacity is 700. The company caters to northern US city with a population of 450000. As per the case there are no immediate competitors. ...
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