Fulton's Ice Land Case Study

Case Study
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Fulton's Ice Land Case Study Contents Fulton's Ice Land Case Study 1 Contents 2 Introduction 3 Fulton’s current strategy 3 Recommendation 5 Reference 7 7 Introduction Fulton’s Ice Land is an indoor ice skating ring offering conventional hockey rink in the northern US city.


Therefore Fulton is trying to adopt some strategies which would increase its profits. Fulton’s current strategy To evaluate the current strategy of Fulton’s ice Land, the 4Cs of marketing is taken into consideration. The 4Cs includes Customer Value, Cost, Convenience and Communication (Crandall, p.57). Fulton’s Ice Land offers indoor staking with a conventional hockey rink surface. Steve operates the staking program and runs a successful hockey program which is accompanied by decent profits. Steve wants to expand his business so that he could allow 700 people at one time in the public session. Steve has 14 public staking session in his ice skating but unfortunately it has not attracted many customers. Out of which the public sessions hold on Saturday and Sunday afternoon has been the most successful, which has recorded an average of 200 people during the winter session. This session has mainly attracted the kids dropped by their parents for many hours and also attracted few family groups. But the public session operated on Friday and Saturday evening were the biggest disappointment for Steve. This session attracted the age group of 8-14 years and only a handful of young and teenage couples affecting the environment which Steve expected to create for the dating couples and the old patrons. ...
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