CASE –Frosted Castle Family Entertainment Facility

Presenting Complex Material MRK 718

 •Situation-Catalyst-Resolution
•Identification of alternatives
•Decision Criterion
AGENDA •Evaluation of alternatives
•Summary of alternatives
•Recommendation Plan
•Implementation Plan
Situation Analysis
Frosted castle family Entertainment facility is considering to utilize profit boosting strategies
Situation
• Frosted Castle is a customary ice-skating arena with a
hockey arena surface (26 meters 61 meters).
• It is the main indoor ice arena in a city of about
350,000 individuals in the north-eastern city.
• Frosted Castle Family Entertainment runs an effective
hockey program with benefits more than breakeven.
Catalyst
• Despite the fact that in the wake of presenting 14
public skating meeting Tan was unfit to produce more
income.
• Tan was losing business and clients since he couldn't to
deal with the time during top meeting and
participation.
Issue : It was a struggle for Frosted palace family diversion
to sort out which development strategy would generate more benefits ?

Solution : Selecting the best system from the accessible choices to support
income, while dealing with the group stream during top seasons.
Potential choices which can help Frosted Castle Family amusement Center to augment their benefits.

Changing the format of current Implementing new strategies Hockey groups to be focused
plan for promotions

 Distinguishing top and off-top  Tan can find the potential
hours during non-weekend
days, as well as paying more
prominent regard for days
that draw in a bigger crowd
flood.
 Designating additional
opportunity to the meetings
and gatherings that are more
beneficial than others to
balance the time structure.
 Tan should only focus on
portion of crowd and devise a hockey groups which can
procedure as needed to be facilitate 12-24 players per
drawn. hour. While hockey may bring
in up to $200 per hour in
 However, their present revenue (plus concession
marketing strategies were sales).
unable to fetch desired
audience , Tan can adapt few
social media strategies or
WOM.
Decision Criteria

Deciding the decision criteria to assessing the alternatives for Frosted Castle Family Entertainment Facility to
meet their objective of increasing revenue

• Will it increase Sales ?

• Does it require additional Resources ?
• Will it increase the number of audience ?
• Is this with in our existing capacity ?
• Will it help in gaining satisfactory result?
Evaluating the alternatives with decision criteria to obtain the best suitable option

Criteria Will it increase Does it require Will it increase the Is this within our Will it help in
sales ? additional number of existing capacity ? gaining satisfactory
Alternatives resources ? audience ? results?

Altering the format Yes, it will increase No, Tan just need Yes , since tan can Yes , no additional Yes, by changing
of current schedule sales since we can to divide time pay more attention things required. format Tan can
allocate more time properly. to peak hours. satisfy more
to profitable customers.
section.

Implementing new Yes, new Yes, maybe Yes, with WOM and No, current Yes, it will aid in
promotional advertising strategy additional funds Social media capacity are unable achieving Tan
strategy will increase sales will require to promotion it will to fetch more objective.
incorporate gain more audience.
promotional things. audience.

Focussing on Yes, it can help in No, it doesn’t No , they will be Yes , it is. No , since it won’t
Hockey Group improving sales if require additional limited to 12-24 generate more
number of players staff or resources. player per hour. revenue
can increase.
Summary of Potential Alternatives

Altering the current schedule : Proper allocation of time to audience who comes more frequently and
paying more attention to peak hours will boost the sales Frosted Castle . Also, it doesn’t require more
resources. Moreover, Tan can cancel less attractive sessions.

Implementing new promotional strategy : As, current marketing strategy was not sufficient to attract
more customers, Tan can implement new advertising strategy to reach wider audience. It will require
additional cost .

Focussing on Hockey groups : Even though it didn’t require additional cost , just merely focussing on
hockey groups will not help in boosting the sales as it clearly stated that numbers of players are restricted
to 12-24.
Recommendation Plan

 Changing the time schedule according to audience and allocating proper slot to most successful session will be
beneficial to Frosted Castle.

 When couples came to the rink on Friday and Saturday evenings, they were often distracted by the small children
who played around the ice rink. To address this, Tan might allocate Friday and Saturday evening sessions only to
couples in order to satisfy couple segment.

 Throughout the winter season, the most popular public skating sessions have been on Saturday and Sunday
afternoons. Typically, this is a "kid-sitting" situation. Some family groups were there, in addition to kids who had
been dropped off by their parents. As a result, Tan can make more money by extending the period of this format.

 Furthermore, by cancelling less appealing programmes such as the weekday noon session, which had poor
participation, and allocating that time to a kid's session.
Implementation Plan

How Frosted Castle can increase their profits by Implementing this 4-week plan ?

 Week 1 : Conducting a proper research on their current and potential customers and also identifying what competitors
are offering.

 Week 2 : Based on the research information divide the customers into specific segments and cater their needs by
allocating proper time.

 Week 3 : Introduce a new music band which hook them up for a long time and by promoting Frosted Family Castle on
local radio and Televisions.

 Week 4 : By providing membership plans to regular customers and also establishing food and beverages stall for
generating extra income.
THANK YOU!