Swan's Ice Arena

Nguyen Pham

MKT 521

01/29/2013

SWAN’S ICE ARENA

Swan’s Ice Arena has known as a place for hockey’s activities for 450,000 people in the city. When David Swan decided to increase the revenues for the business by reaching the public section besides the contract with the hockey, he doesn’t want limit his revenue of $200 for 2 hours anymore, but he wants the profit up to $3500 by reaching more consumers in the city. The consumers for the public skating are mostly kids and teenagers, and they have only free time to come on Saturday and Sunday’s afternoon, while the rest of the time still requires high costs without making any profits. Considering the situation, David decided to invest and focus to another target is young adult in the city for his evening section. Unfortunately, as consumer’s view of pubic skating as a very common place for all age’s activities from kids to teenagers, it is really difficult to change their views especially for all young adults in a short period of time. Teenagers under 13 still come as a the main customers for the ice rinks, while young adults still see Swan’s Ice Arena as a place for kids and teenagers, not as a place for young adults chilling place.

Based on the situation of the Swan’s Ice Arena, we can see the effects of the direct and external environment market into Swan’s marketing plan. Since Swan’s Ice Arena is the only ice rink in Northern U.S, it has few competitors and it has a strong position in the market to get the control of the majority of consumers. However, the fact that ice-skating is just only an unnecessary entertainment activity, so it depends much more on the customer’s preference choice and their discretionary in spending as well. Swan’s Ice Arena needs a strategy to meet customer’s perceived of low cost in an excessive activity. Moreover, there is also a lot of external factors which is David or marketers cannot take control over such as the high-low season. For example, more costumers will come during...