Nhl Case Stufy

The National Hockey League

Samiya Islam Aroni

Student number: 1000129951

University of Toronto Mississauga - MGT353

Wednesday, October 22 2014

Content

Executive Summary 3

PEST Analysis 4

Value Proposition 4

3C’s Analysis 5

Company 5

Competitors 5

Customers 6

Strategy 7

The grassroots 7

The televison 7

Market research 8

Tactics (4P’s) 9

Promotion 9

Product 9

Price 9

Place 9

Appendix A 10

Bottom of Form

Executive Summary

The National Hockey League, a professional ice hockey league founded in 1917 as a non-profit entity. They host annual seasons for 8 months from October to May and the champions of each season are awarded by the Stanley cup. It has a strong fan base in Canada, but very little fan following in the U.S. Therefore, the primary goal of the NHL is to grow the fan base. The COO of NHL, Stephen Solomon suggests that television should be used as the growth driver, and the COO of NHLE, Rick Dudley proposed that nurturing a young, grassroots fan base. To take decisions they have conducted market research through the telephone in Canada and the United States to 1784 people between the ages of 12 to 55 years old.

Trough the research we found that a mass market is available in Canada as it is already viewed as part of the culture by many, but a very niche market is available in the U.S as football and baseball dominate the sporting industry. However, introduction of technologies such as the goal-camp and promotion have increased the number of followers.

NHL’s main customers are the males between 18 and 34 years old and secondary customers are boys between 6 and 17 years old. The organization believes to make the experience more enjoyable and also believe the market is underexposed. Their main competitors are the NFL, NBA and MLB.

To grow the fan base, grassroots approach can be very cheap and entertaining but it will consume a lot of time and maintenance to grow and nurture it. On addition, according...