Economic
Scan
SWOT
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
Technological
• Social media – more people are
connected online than ever
before
• Consumer is in control
• More opportunities to watch
games
Economic
Scan
SWOT
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Strengths
SWOT
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
• Hockey Night in Canada
• Have their own channel
• Brand recognition
Weaknesses
Economic
Scan
SWOT
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
•
•
•
•
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
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
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
Competitor Forces
Economic
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
Marketing
Position
Strategies
Objectives
Target Market
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 Fan
Economic
Scan
SWOT
Competitor Forces
Marketing
Position
Strategies
Objectives
Target Market
Target Market