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

Strategies

Objectives

Target Market

Competitor Forces

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

Objectives

Target Market

Marketing Position

Competitor Forces

Competitor ForcesEconomic Scan

SWOT

Competitor Forces

Marketing Position

Strategies

Objectives

Target Market

Marketing Position

Economic Scan

SWOT

Competitor Forces

Marketing Position

Strategies

Objectives

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

Objectives

Target Market

Target MarketEconomic Scan

SWOT

Competitor Forces

Marketing Position

Strategies

Objectives

Target Market