Springfield Nor Easters Case Analysis

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The Springfield Nor’easters Maximizing Revenues in the Minor Leagues CONSUMER PROFILE ANALYSIS Summary Springfield was the third largest city in Massachusetts, which is located 90 miles west of Boston. By 2008 only a few large manufacturers remained and Springfield had lost many higher-wage-earning residents, resulting in a 3.6 percent drop in average wage income since 1990. Given its size and the fact that the greater Boston area was home to world-class teams, Springfield residents were rarely exposed to professional sporting events. The Springfield area itself offered few spectator opportunities for sports fans. Despite its fame as the birthplace of basketball and as home to the Basketball Hall of Fame, which is a major tourist attraction,…show more content…
This is a team that is being newly created, so they have no fan base to speak of. Sometimes a team will move, so at least the new market they move into has heard of them. The management, with over a year before the team plays its first game, will need to create a large hype over the new team and make it very exciting for the community to have them there in order for the team to succeed. This can be done however, with creative marketing through the local college and media outlets. The other main weakness facing this new team is a potential lack of interest. Based on the survey results acquired by the team, only 38% of the local community would consider themselves “baseball fans”. On top of this, 72% of the local community has not been to a professional sporting event in the last year, and 83% have never been to a minor league game. This could end up being a major issue for the Nor’easters if they can’t get some excitement going and stir up a…show more content…
A major opportunity is that the area is seemingly going through a renaissance, with many young people moving in and many small businesses opening up. This resurgence of the local economy could potentially be huge for a small team as they could position themselves as partners of the local business community and offer up their facilities for events in the community such as the chamber of commerce. There is also a local college, which presents a huge opportunity to the Nor’easters. College students love cheap things to do, and a $10 ticket to a baseball game (where beer is served, unlike college games) is major motivation for a night out. If the Nor’easters can get a reputation as a fun place for college students to go out for a game, they will have great success. The team can also benefit from the collective knowledge of other team General Managers, who have given them valuable information on how to make a minor league team succeed. Some of their tips include making themselves an entertainment business rather than just a baseball team, hosting events such as kids day with bounce houses and becoming a staple for the kids in the local community. The opportunities are great for the Nor’easters and they could potentially see great success if they capitalize on these

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