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
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
Socio-Cultural
• People, especially young kids, are less active
• Population lives in urban areas• Segmenting fan base based on
geographic area• Hockey is Canadian• Aging population • Watching the Leafs game is a
cultural phenomenon
Economic Scan
SWOT
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
Technological
• Social media – more people are connected online than ever before
• Consumer is in control• More opportunities to watch
games
Economic Scan
SWOT
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
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
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
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
SWOT
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
Strengths
• Hockey Night in Canada• Have their own channel• Brand recognition
Economic Scan
SWOT
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Marketing Position
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
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
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
Strategies
Objectives
Target Market
Competitor Forces
Marketing Position
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
Strategies
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Marketing Position
Competitor Forces
Competitor ForcesEconomic Scan
SWOT
Competitor Forces
Marketing Position
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Target Market
Marketing Position
Economic Scan
SWOT
Competitor Forces
Marketing Position
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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
Strategies
Objectives
Target Market
Marketing Position
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 FanEconomic Scan
SWOT
Competitor Forces
Marketing Position
Strategies
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Target Market
Target MarketEconomic Scan
SWOT
Competitor Forces
Marketing Position
Strategies
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Target Market