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Marketing Case Analysis: The Springfield Nor'easters

The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues
By Frank V. Cespedes, Laura Winig, Christopher H. Lovelock

1) Identification of the strategic issues and problems- This section contains a focused paragraph defining the problem. A problem well-defined is half solved therefore your analysis must contain a clear statement as to the underlying problem facing the organization. Specify the constraints and options available to the organization.

2) Analysis and evaluation. This section contains thoughtful and succinct assessment of industry, market, buyer behavior and organization. Be careful not to restate case information; rather focus on assessment and interpretation of the facts, qualitative and quantitative data and management views. The SWOT analysis framework that you learned in W3 is one of the useful tools to use in case analysis. However, you should be sure to link it to your discussion of the alternatives.

This section should also present three alternative courses of actions with pros and cons analysis for each alternative.

3) Recommendations. This section presents set of recommendations chosen from the alternatives discussed in the previous section. Make sure those recommendations are coming out of your assessment of the situation. Recommendations should be operational and realistic given case situation. Describe how the company should implement the alternative you suggest.

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1) Identification of the strategic issues and problems- This section contains a focused paragraph defining the problem. A problem well-defined is half solved therefore your analysis must contain a clear statement as to the underlying problem facing the organization. Specify the constraints and options available to the organization.

The Nor'easters, a new Class A minor league baseball team in Springfield had the problem of earning enough revenues from ticket sales that would support their operations in Springfield. This problem has been exacerbated by the fact that the only other professional sports team, Falcons, a minor league ice hockey team would have to leave the city because they could not sell enough season tickets. The constraints were that only the cost of players' salaries and bat and ball expenses were sponsored by the major league teams. The minor league teams were responsible for all other expenses. If Nor'easters were not able to break-even and raise revenues for their other expenses they would have to move out of Springfield as well. A part of the $1.96million in expenses would be offset by the concession sales, some by the major league partner, however the rest of the revenue must come from ticket sales.

2) Analysis and evaluation. This section contains thoughtful and succinct assessment of industry, market, buyer behavior and organization. Be careful not to restate case information; rather focus on assessment and interpretation of the facts, qualitative and quantitative data and management views. The SWOT analysis framework that you learned in W3 is one of the useful tools to use in case analysis. However, you should be sure to link it to your discussion of the alternatives.

Springfield market for sports tickets consists of two segments. The first are ardent sports lovers that drive to Boston for ...

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