The Swan Ice Arena

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The Swan’s Ice Arena Analysis Oliver Aguilar Texas A&M University Marketing Management Professor Sonia Taneja The Swan’s Ice Arena is a skating/hockey with an average size rink. According to the case, management is trying to increase profits by changing some of the already existing services offered by the company and acquiring more equipment. We understand that any of these efforts are giving management the results expected, as the matter of fact; the results are more discouraging than encouraging. To analyze the case from the marketing point of view, we need to understand what is the definition of marketing segmentation, as an “aggregating process in order to clustering people with similar interests” (Perreault, Cannon & MacCarthy, 2011). With that in mind, we can identify that management is relatively unsure about what product to offer, as a result, the segmentation they performed is too broadly. Being unconscious of what the firm needs or pretends to offer as a product, is a mistake, and understandable but inexcusable one. After reviewing the case I have concluded that the product the firm should offer need to fall into one well defined, not very popular field: Healthy living activities/sports with free skating in a minimum percentage. I firmly believe that these two are more easily to analyze/identify in order to come up with the real tangible target markets. Like the milking stool, my case will rest on three legs. First, the SWOT analysis, after review the SWOT analysis for this firm we find under strengths what it is, in my opinion, the most important advantage of the firm, his unique selling proposition or USP, defined as the “factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition”.
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