This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Nashville Predators: Marketing Strategy for an NHL Franchise
-
Reference: IVEY-9B09A006-E
-
Year: 2008
-
Number of pages: 30
-
Geographic Setting: United States;Canada
-
Publication Date: Apr 6, 2009
-
Fecha de edición: Jul 26, 2010
-
Source: Ivey Business School (Canada)
-
Type of Document: Case
-
Industry Setting: Arts, Entertainment, Sports and Recreation;
Description
In summer 2008, the Nashville Predators' management team was considering the strategy behind marketing the team. They thought it prudent to investigate the feasibility of opportunities in other hockey markets throughout North America, should a new owner want to move the team. Management had to consider both financial returns and on-ice success. They needed to create a comprehensive strategy, starting from a recommended location, and moving through specific recommendations on promotions, pricing and customer focus. To help create their strategy, the management team performed the following: developed a comprehensive tactical marketing plan, including income projections; identified the marketing challenges of operating in very different markets; recognized that the choice of a city location largely constrained the remaining decisions and tactics. Using this information, the management team could now identify their next steps, and what future plans should include.