Economic Scan SWOT Competitor Forces Marketing Position Strategies

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Maple Leaf Sports and Entertainment

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Economic • 2008 Recession • Generation Y are not as financially independent • MLSE has a monopoly over the Toronto sports market

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Socio-Cultural • People, especially young kids, are less active • Population lives in urban areas • Segmenting fan based on geographic area • Hockey is Canadian • Aging population • Watching the Leafs game is a cultural phenomenon

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Technological • Social media – more people are connected online than ever before • Consumer is in control • More opportunities to watch games

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Political-Legal • Bad press about Toronto’s Mayor Ford • Continuously changing hockey rules • Politics between the NHL and the Player’s Association (salaries, etc. ) • Incidents in Vancouver with rioting

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Strengths • It is the most profitable team in the NHL • Loyal fans, Toronto Pride • Presence on every media platform • Positioned themselves as prestigious

Economic Scan Strengths SWOT Competitor Forces Marketing Position Strategies Objectives Target Market • Hockey Night in Canada • Have their own channel • Brand recognition

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Weaknesses High ticket prices for games Instability with coaches and GMs Team doesn’t always do well In the growth stage of team – don’t have as many elite players as they once did • Seen more as a business than a sports team • •

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Opportunities • Could put more money into the team – get better players • Use social media • Increased affiliation with the community and Canadian brands • Have the opportunity to reach fans all over the world, beyond GTA

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Threats • Constantly changing rules in the NHL • Not as many kids playing hockey • More awareness of injuries in the sport • Seasonal product • More competition from other teams • Threat of loosing loyalty • Rivalries between teams

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Competitor Forces

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Marketing Position

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Strategies • Winning games • High ticket prices • New merchandise each season – Ex. Winter Classic jerseys • Maintain online presence through their social media channels • Contests and affiliated promotions with corporate sponsors • Charity involvement in the community

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Objectives • Increase profit by 10% in the next fiscal year • Increase market share by 20% in the next fiscal year • Increase brand awareness

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market Trevor – The TML Fan

Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market