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Cooper's Ice Center

In: Business and Management

Submitted By tilemonkey
Words 1175
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Case Study #10: Cooper’s Ice Center

I. Case Information

-Company ▫Claude Cooper-Manager ▫Ice skating rink surface 85’ x 200’ ▫Social recreation location ▫Hockey & Figure Skating practice location

-Consumer ▫Hockey Team players ▫Figure Skating Teams ▫Children 8-13 ▫14 to young adults ▫Entire families

-Competition ▫Only indoor ice rink in northern U.S cities, ▫Other existing outdoor rinks open during winter; do not offer regular ice skating programs

-Market Environment ▫Economic: No Information ▫Technical: No Information ▫Social Culture: Midsize city with 450k population, social norm for families with children ▫Political Legal: No Information

-Product ▫All skate sessions becoming “kid sitting” when Friday and Saturday 8-10pm are targeting a market of 14 and older. ▫$3000.+ spent on lighting to create a more mature environment & $9000.+ spent on a live rock music disc jockey promoting sessions with disappointing results ▫Choice of music not liked by some ▫Facebook & MySpace not used to its fullest potential ▫Possible option of just booking hockey team usage of rink instead of public sessions

-Promotion ▫Friday & Saturdays possibly set an age group requirement 14 and over only ▫Investment of over $12,000 on lighting and live disc jockey to try and satisfy a 14 and over customer. ▫Set up facebook and MySpace accounts.

-Price ▫$5. Admission per person for 2 hour session ▫$1.50 skate rental ▫Concession sales available (no information on selection or pricing)

-Place ▫Active recreation location offering exercise or a sports experience.

II. Case Information and Market Concept

-Satisfy Customer Needs Target Markets are hockey teams and figure skaters during the summer with a location to practice their sport indoors. During winter…...

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