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Fulton's Ice Land ( Analysis) - Case Study Example

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. 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 brand salience in kids section, then it can improve its financial statistics as well as consider expansion in teen couple sector 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 Primary 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 will help increase the consumer frequency during weekends. Secondary Positioning (for athletes) The secondary positioning can be done for athletes or sports loving personalities. Separate sports merchandise stands and organic food stands and expert skating trainings should be included for sport’s lovers. 4P’s 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 snack’s 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 gaming 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 membership 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 costs (entry level + skates) can be $10 and there will be 50% discount on rides and food and special events. Th ...Show more


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…
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