Ice-Skating Case

Introduction:

Ice-skating becomes a popular game in the United States. People who enjoy skating usually go to the frozen lakes or find the skating rinks which are artificial arenas. David Swan is one of the investors who own an ice rink in the northern of United States. Swan's ice arena is the only ice skating rink, which offers indoor activities in a northern city of more or less 450.000. He wants to increase the revenue. Swan needs to choose the marketing strategies that help to maximize the profit. Swan's mistake is that he doesn't give much attention to marketing his business in a good way that makes it difficult to achieve his objective, which is increase the profit.

SWOT Analysis:

Strengths

* Swan's ice arena is the only ice skating rink, which offers indoor activities in a northern city of more or less 450.000.

* Swan's ice arena has a successful hockey program.

* This rink could have as many as 700 people at the same time.

Weaknesses

* Need more employees to handle public skating sessions.

* Increase the costs because of the cost of managing the skating session for public and earn less revenue.

* Lack of the marketing strategies and advertising.

* This program doesn't attract many people as Swan hoped.

Opportunities

* Swan's ice arena could increase the profits by focusing on offering skating sessions for the public (Ice Skating Rink SWOT Analysis Plus Business Plan, 2010).

Threats

* The variability of the weather.

* People may prefer doing other activities which are outdoor according to the weather such as summer and spring seasons.

* Even when Swan's ice arena is the only ice skating rink in the city, there are another business in the city such as theaters and restaurant which could be the competitors.