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Taffe's Ice Land Case Analysis

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Submitted By kieshra
Words 320
Pages 2
Introduction
Ty Taffe is the manager of Taffe’s Ice Land, the only ice skating rink within a community of 450,000 people. He currently has a successful hockey program that allows him to break more than even. However, he is trying to increase profits by changing his strategy and adding public skating sessions tailored to different customer groups to his every day schedule. (Perreault, Cannon, & McCarthy, 2009)
Analysis
By doing the SWAT analysis, we will identify the strength, weaknesses, opportunities and threats. (Perreault, Cannon, & McCarthy, 2009)
1. Strengths: Taffy’s ice skating ring is the only ice skating rink available all year, in a community of 450,000. His ice skating rink is the size of a conventional hockey rink surface and runs a successful hockey program, which allows him to break even so there are currently no losses with some profit.
2. Weaknesses: His business breaks even, there are some profits, but there should be more profits. He does not have a good public program to increase profit. His current staff cannot handle any possible public skating sessions; therefore he needs to hire more staff.
3. Opportunities: By successfully adding public skating sessions, his ice skating rink could become very profitable due to the increased revenue.
4. Threats: Making the ice skating rink available for public skating sessions does not guaranty that a large number of people show up. His current efforts to make the public skating session more attractive have failed and expenses have been higher than the revenues.

Target Market
Taffe’s Iceland is using a multiple target market. The multiple target market approach involves choosing two or more market segments and then handling each of them as a different separate target market to develop a marketing strategy. (Veneeva, 2006) In this case Taffe is segmenting the market into two segments, families/kids and young adults/young couples, and treating each as a separate target market....

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