Restaurants near the kitchener aud

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The Kitchener Rangers Hockey Club: Skating into The Future

Prepared by:

Weijing Weng

BUSI 1703

Oct 26th, 2017

Contents

Problem Statement……………………………………………………………………………………………………………….3

Situation Analysis……………………… …………………………………………………………………………………….…..3

Presentation of Options………………………………………………………………………………………………………..6

Decision Criteria…………….……………………………………………………………………………………………………..7

Evaluation of Options & Application of Decision Criteria………………….…………………………….…8-12

Recommendation and Rationale……………………………………………………………………………….…………13

Implementation Plan…………………………………………………………………………………………………………..14

Exhibit……………..………………………………………………………………………………………………………………….15

Problem Statement

The Kitchener Rangers Hockey Club (Kitchener Rangers) is an extremely well known non-for-profit franchisee in the local community located in Ontario. Steve Bienkowski is the chief operating officer and governor of the Kitchener Rangers. The Kitchener Rangers was successful in the short term, but Bienkowski was concerned about the demographic of individuals attending Kitchener Rangers games was ageing. Therefore, he wanted new people to experience their games and regenerate the customer base. Bienkowski needs a plan that would consider either short-term and long-term options for the organization to be more successful going forward.

Situation Analysis

Ownership and Management:

The Kitchener Rangers is governed by 40 individuals elected from the season ticket holders. Steve Bienkowski acts in an advisory role and manager of the Kitchener Rangers. Bienkowski is responsible for the daily operations, such as led the business activities of the Kitchener Rangers.

Current Strategy:

The organization’s current strategy is to make the Kitchener Rangers a stronger club by giving fans more exciting experience during the Hockey match. The Kitchener Rangers also provides free service (Ranger Express) for individuals attending the game, the bus will transport the fans from restaurants to The Aud. The Kitchener Rangers also had strong leadership and passionate community support and fierce demand for tickets. The Kitchener Rangers uses their achievements to regenerate more customer base, such as winning the Memorial Cup tournament twice. The limited season tickets could also increase customers’ expectations to the Hockey match.

Mission:

The mission in this case is to revitalize the customer base for increasing the variety of the customers, because the customers were ageing. It is their job to provide even more exciting experience for the community and the fans.

Current Markets:

For a Hockey match, fans would be considered as the customer base. The fans base appeals to upper-income level customers, with 50% having a family income over $100,000 and 55% having post-secondary education. There are two main age groups of the Kitchener Ranger’s fans. More than 80% fans aged above 20 and 44% of fans were 35 to 59 years of age. There is also an increasing trend of women playing hockey, gender distribution of fans would grow equally in the future.

Competitions:

The Kitchener Rangers competes against with the overall entertainment business in Kitchener-Waterloo, this is to say competed for entertainment dollars. This business is somewhat seasonal which attendance was lower in fall due to the volume and local entertainment events. Ice Hockey is regarded as a winter sport, which means this is not a trend during spring, summer and fall. To ensure that The Kitchener Rangers still has the customer flow, Bienkowski must pay close attention to the activities or promotions to generate the customers. Another competition is The Kitchener Rangers has the second highest attendance right behind the London Knight, because the London Knight had a larger arena which could hold more people.

History:

The Kitchener Rangers was formed in 1963 and a ‘farm team’ for New York Rangers was facing bankruptcy. Entrepreneur Eugene George was about moving the team to Kitchener Rangers. On October 1st, 1963, 54 hopefuls to the Kitchener Rangers training camp begin the team’s first season operating in ‘A’ League. The ‘farm team’ are voted to dismiss after 5 years’ operations. The Kitchener Rangers have done many achievements to prove their strengths. For example, 136 team members in Kitchener Rangers are moving on to play in National Hockey League, and the team has set attendance records for 11 consecutive years with an excess huge population for 175 consecutive games covering over the five seasons. In November 2015, there were also 25 players on the Kitchener Rangers’ roster.

Financial Position:

The Kitchener Rangers played at the Kitchener Memorial Auditorium Comple