Maple Leaf Sports and Entertainment

2. Maple Leaf Sports and Entertainment Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

3. Economic Economic Scan SWOT • 2008 Recession • Generation Y are not as financially independent • MLSE has a monopoly over the Toronto sports market Competitor Forces Marketing Position Strategies Objectives Target Market

4. Socio-Cultural Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

5. Technological Economic Scan SWOT • Social media – more people are connected online than ever before • Consumer is in control • More opportunities to watch games Competitor Forces Marketing Position Strategies Objectives Target Market

6. Political-Legal Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

7. Strengths Economic Scan SWOT • It is the most profitable team in the NHL • Loyal fans, Toronto Pride • Presence on every media platform • Positioned themselves as prestigious Competitor Forces Marketing Position Strategies Objectives Target Market

8. Strengths Economic Scan SWOT • Hockey Night in Canada • Have their own channel • Brand recognition Competitor Forces Marketing Position Strategies Objectives Target Market

9. Weaknesses Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

10. Opportunities Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

11. Threats Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

12. Competitor Forces Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

13. Marketing Position Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

14. Strategies Economic Scan SWOT • 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 Competitor Forces Marketing Position Strategies Objectives Target Market

15. Objectives Economic Scan SWOT • Increase profit by 10% in the next fiscal year • Increase market share by 20% in the next fiscal year • Increase brand awareness Competitor Forces Marketing Position Strategies Objectives Target Market

16. Trevor – The TML Fan Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

17. Target Market Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market