MRK718 \u2013 Individual Case Assignment # 1
\nWinter 2021
\nThis assignment must be completed individually and upon submission to Blackboard will be reviewed by Safe Assign. Please be cautioned against plagiarism and recognize that severe penalties could be imposed.<\/p>\n
Review the following case and assume the role of consultant. Your task is to make a recommendation to your audience to address the imminent business challenge presented in the case. You must develop a business deck using PowerPoint which includes the following:
\n\u2022\tA descriptive title that gives your intended audience a clear understanding of the contents
\n\u2022\tA situation analysis utilizing the \u201cSituation-Catalyst-Framework\u201d
\n\u2022\tIdentification of alternatives
\n\u2022\tDecision Criterion \u2013 both financial and non-financial \u2013 framed as closed-ended questions
\n\u2022\tAssessment of alternatives
\n\u2022\tRecommendation based on the Assessment of alternatives
\n\u2022\tDetails of your recommendation
\n\u2022\tImplementation plan and timeline of your solution<\/p>\n
Create a slide deck consisting of at least one slide for each item listed above. For each slide create a meaningful and descriptive heading and be sure that each slide contains all the detail necessary to fully articulate your point. Avoid all unnecessary graphics and use only custom graphics that help you explain your story. The deck should be directed to your audience. Read the case carefully and construct your slide deck based only on the information contained in the case.<\/p>\n
You have been retained by Richard Jennings to recommend a course of action.<\/p>\n
CASE \u2013 Indoor Winter Wonderland
\nRichard Jennings, the manager of Indoor Winter Wonderland, is trying to decide what strategies to use to increase profits.
\nIndoor Winter Wonderland is an ice-skating rink with a conventional hockey rink surface (26 metres 61 metres). It is the only indoor ice rink in a northern city of about 350,000. The city\u2019s recreation department operates some outdoor rinks in the winter, but they don\u2019t offer regular ice-skating programs because of weather variability.
\nRichard runs a successful hockey program that is more than breaking even\u2014but this is about all he can expect if he only offers hockey. To try to increase his profits, Richard is trying to expand and improve his public skating program. With such a program, he could have as many as 700 people in a public session at one time, instead of limiting the use of the ice to 12 to 24 hockey players per hour. While the receipts from hockey can be as high as $200 an hour (plus concession sales), the receipts from a two-hour public skating session\u2014charging $5 per person\u2014could yield up to $3,500 for a two-hour period (plus much higher concession sales). The potential revenue from such large public skating sessions could make Indoor Winter Wonderland a really profitable operation. But, unfortunately, just scheduling public sessions doesn\u2019t mean that a large number will come. In fact, only a few prime times seem likely: Friday and Saturday evenings and Saturday and Sunday afternoons.
\nRichard has included 14 public skating sessions in his ice schedule, but so far they haven\u2019t attracted as many people as he hoped. In total, they only generate a little more revenue than if the times were sold for hockey use. Offsetting this extra revenue are extra costs. More staff people are needed to handle a public skating session\u2014guards, a ticket seller, skate rental, and more concession help. So, the net revenue from either use is about the same. He could cancel some of the less attractive public sessions\u2014like the noon-time daily sessions, which have very low attendance\u2014and make the average attendance figures look a lot better. But he feels that if he is going to offer public skating he must have a reasonable selection of times. He does recognize, however, that the different public skating sessions do seem to attract different people and, really different kinds of people.
\nThe Saturday and Sunday afternoon public skating sessions have been the most successful, with an average of 200 people attending during the winter season. Typically, this is a \u201ckid-sitting\u201d session. More than half of the patrons are young children who have been dropped off by their parents for several hours, but there are also some family groups.
\nIn general, the kids and the families have a good time\u2014and a fairly loyal group comes every Saturday and\/or Sunday during the winter season. In the spring and fall, however, attendance drops about in half, depending on how nice the weather is. (Richard schedules no public sessions in the summer, focusing instead on hockey clinics and figure skating.)
\nThe Friday and Saturday evening public sessions are a big disappointment. The sessions run from 8 until 10, a time when he had hoped to attract teenagers and young adult couples. At $5 per person, plus $1.50 for skate rental, this would be an economical date. In fact, Richard has seen quite a few young couples\u2014and some keep coming back. But he also sees a surprising number of 8- to 14-year-olds who have been dropped off by their parents. The younger kids tend to race around the rink playing tag. This affects the whole atmosphere, making it less appealing for dating couples and older patrons.
\nRichard has been hoping to develop a teenage and young adult market for a \u201csocial activity,\u201d adapting the format used by roller-skating rinks. Their public skating sessions feature a variety of couples-only and group games as well as individual skating to dance music. Turning ice skating sessions into such social activities is not common, however, although industry newsletters suggest that a few ice-rink operators have had success with the roller-skating format. Seemingly, the ice-skating sessions are viewed as active recreation, offering exercise or a sports experience.
\nRichard installed some soft lights to try to change the evening atmosphere. The music was selected to encourage people to skate to the beat and couples to skate together. Some people complained about the \u201cold\u201d music; but it was \u201cdanceable,\u201d and some skaters really liked it. For a few sessions, Michael even tried to have some couples-only skates. The couples liked it, but this format was strongly resisted by the young boys who felt that they had paid their money and there was no reason why they should be kicked off the ice. Michael also tried to attract more young people and especially couples by bringing in a local rock radio station disk jockey to broadcast from Indoor Winter Wonderland\u2014playing music and advertising the Friday and Saturday evening public sessions. But this had no effect on attendance, which varies from 50 to 100 per two-hour session during the winter.
\nRichard seriously considered the possibility of limiting the Friday and Saturday evening sessions to people age 14 and over\u2014to try to change the environment. He knew it would take time to change people\u2019s attitudes. But when he counted the customers, he realized this would be risky. More than a quarter of his customers on an average weekend night appear to be 13 or under. This means that he would have to make a serious commitment to building the teen and young adult market. And, so far, his efforts haven\u2019t been successful. He has already invested over $3,000 in lighting changes and over $9,000 promoting the sessions over the rock music radio station, with very disappointing results. Although the station\u2019s sales rep said they reached teenagers all over town, an on-air offer for a free skating session did not get a single response!
\nSome days, Richard feels it is hopeless. Maybe he should accept that most public ice-skating sessions are a mixed bag. Or maybe he should just sell the time to hockey groups. Still he keeps hoping that something can be done to improve weekend evening public skating attendance, because the upside potential is so good. And the Saturday and Sunday afternoon sessions are pretty good money-makers.<\/p>\n
Grading Rubric
\nMarginal (0-1 marks)\tReasonable (2-3 marks)\tExceptional (3-4 marks)
\nTitle and Headings\tWeak or unhelpful, unclear, or labels\tClear, specific\tDetailed, insightful
\nSCR Framework\tImproperly constructed or applied\tUseful, meaningful\tHelpful, synthesized
\nAlternatives and Decision-Framework\tMissing, weak, or improperly constructed\tGood, clear\tDetailed, preemptive
\nRecommendation and Implementation \tWeak or incomplete\tEffective\tEfficient, detailed, insightful
\nOverall Look \u2018n Feel\tWeak\tWell-presented, organized\tHighly effective, creative yet adheres to good design principles<\/p>\n","protected":false},"excerpt":{"rendered":"
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