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Fulton's Ice Land - Case Study Example

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Fulton's Ice Land

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. Later Steve limited this session for people of age group above 14 years so to get a better environment for the young crowds. In order to make the skating fun and relaxing Steve installed few lights and music which encourage people to skate to the beats of the music and couples to skate together. Steve basically tried to attract the couples and was successful. Steve hired a local radio disk jockey which attracted many young crowds and couples. Steve realized that it was hard changing the attitude of the people and most of its customers on the weekends belonged to age group of 13 and less. Thus Steve’s effort to attract the teenage and couples did not generate a positive response. Steve’s motive of expanding his public skating program was assumed to attract as many as 700 customers in a public session instead of limiting the use of ice to 12 to 24 players per hour. Steve plans to charge $200 an hour plus concession sale, the two hour public skating would be charged at a rate of $5 per person which would yield up to $3500 for two hours plus a higher concession rate. By operating a large public skating session Fulton expected to earn a profitable turnover. Fulton’s evening session on Friday and Saturday were rated at $5 per person and $1.50 for skate rental. Steve has invested more than $3000 in lighting and about $9000 in promotional activity mainly promoting the rock music radio station which proved to be a failure. Steve operated 14 sessions out of which the public session on Saturday and Sunday were the most successful. The people could choose a session as per their convenience. The kids and families usually arrived more on Saturday and Sunday during the winter. Fulton Ice Land is situated in the northern part of USA, which is attracted by many Ice Skating rinks; therefore Fulton’s introduction of 14 public sessions would be convenient for the people to choose as per their timings and enjoy the winter with families and friends. Steve used radio as a means of communication in promoting its new offerings, which did not deliver a desired result. Steve spent almost $9000 in promoting the session over rock music radio ...Show more

Summary

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…
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