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Word Count: 481
1 EVALUATE THE PRESENT MARKETING STRATEGIESCurrently OKeefes owner Manuel Gray has successfully established a market segment with the ice hockey players However he wishes to diversify his operation with the introduction of public skating much like the format of rollerskating rinks He has tried to implement these skating sessions with little success He has the most success with Saturday and Sunday sessions Attendance drops during warmer months however The 200 he gets in the winter turns into about half that in the summer The Friday and Saturday sessions turn into a kid-sitting session whereas many of the patrons are 8-12 year olds that are dropped off by their parents Manuel wishes to increase the number of patrons and target couples for the weekend night sessions He can do so through modification of the four Ps Manuels current mix is thisPlace His rink located in a city of 450000Promotion Radio Disc Jockey appearances Advertise via radio lighting changes similar to roller-rinks free-on air offer for skating no resultsProduct Ice skating for the general public Manuel needs to determine what is most profitable I believe he needs to limit his public skating sessions to the weekends He needs to limit the 8-10 Friday and Saturday night sessions to ages 13 and above He may want to have a kids session from 5-7 on those same nights He needs to maintain the sessions on Saturday and Sunday afternoons and target families for those sessions He also needs to advertise more Maybe discounted rates for students could help especially if it is a college town Manuel needs to expand his mind and create an economic need for people to want his product Manuel needs to keep the weekend night sessions because that is when people go on dates That is his target market young couples By limiting the younger patrons to an earlier session it allows him to capitalize on his target market and still allow the younger kids
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