The National Hockey League
Samiya Islam Aroni
Student number: 1000129951
University of Toronto Mississauga - MGT353
Wednesday, October 22 2014
Executive Summary 3
PEST Analysis 4
Value Proposition 4
3C’s Analysis 5
The grassroots 7
The televison 7
Market research 8
Tactics (4P’s) 9
Appendix A 10
Bottom of Form
The National Hockey League, a professional ice hockey league founded in 1917 as a non-profit entity. They host annual seasons for 8 months from October to May and the champions of each season are awarded by the ...view middle of the document...
On addition, according to the market researches, television has the biggest impact in influencing people to become more attracted and interested towards the NHL, therefore television would be a better device to grow the fan base. Promotion will be played in the most popular television hour. The price has some opportunity to increase as well as the place can help to increase the fan base. Additional to their product they can modify their merchandise to increase their fan base.
Pest analysis (Trends)
In general people started to practice more sports compare to the past years, especially sports related to hockey and the growth of hockey itself increased (exhibit 8). According to the research, North-American males watch more sports on television than female and they are also stronger fans of sports than female (exhibit 11 &16).
Hockey is considered as a culture in Canada, most of the male population especially below 40 years is extremely strong fans of hockey. On the other hand United States has a very niche market; they only have some hockey fans under the age of 30 as hockey is viewed as a “game-played by gap toothed goons for blue- collar beer guzzlers”. They are a bigger follower of football and basketball. Even after having devoted mass Canadian fan it is still a small market as the Canadian population overall percentile is one ninth of the American population.
The goal-cam inside the net proves to be very exciting as an innovative technology in the sport industry. And in general there should not be any political problem as North-America has a very stable and steady environment. Players in the industry of hockey are generally underpaid compared to the other professional sport (football, basketball, baseball).
The National Hockey League, especially some teams want to make the experience a family entertainment. It believes it is for the young crowd as they consider hockey to be hip, fast and powerful. Overall Hockey is believe to be “hip, sexy and cutting edge’
The National hockey league is a developed organization, which believes in making the experience enjoyable and amusing; especially for families. Their principal source of revenue comes from the ticket sales, but others revenue resource are the media, stadiums, licensing and merchandising. Their main cost was the player salaries, which was lower than other professional sports. The company also has lots of big sponsors such as Nike, Coca-Cola, and Anheuser-Busch and also negotiated a network television contract with FOX. It also has an experienced management team, especially sport marketing professionals such as Rick Dudley the COO of NHLE, Bernadette Mansur and many more. But it had little exposure therefore it was under-marketed.
It does not have any major competitors in Canada but in the U.S the main competitors are the NFL, NBA and MLB. Each league has different time length in seasons and is hosted in different...