Becel

Vancouver Canucks

Problem Identification

Orca Bay Sports & Entertainment Group is committed to providing high-profile entertainment events and is also a big community player in the Province of British Columbia. The season of 2000/2001 was certainly successful both on and off the ice. For the next season, John Rizzardini, the Senior VP of sales and marketing for the Vancouver Canucks will have to determine and prepare a marketing plan. One key issue is how to use the internet to effectively and efficiently to promote the sales both on and off the ice, and how to establish a good long relation with fans, business community, and e-customer relationship through cyberspace. Another concern profit wise was how to build a presence that will make profit regardless of the team's performance?

Recommendation

E-business

We will continue pushing the e-business. Considering the increase of volume of young customers who use the internet, we could earn great profit through the internet.

We could also use the internet to promote ourselves. The advertisement for the retail program could be a very efficient way and the customer could see and buy what they like through the internet. We can also advertise in other large sport website, for example, MSN, Yahoo.

Finally, we can not completely rely on using the internet, there are some potential failings such as some customer may not prefer the internet.

Managing the Brand

Our brand sets us apart from other brands. A well established brand is a guarantee for consumers that their needs and desires will be satisfied. It is also a source of increased revenues (higher price, more share and greater loyalty). A famous brand is a vehicle that other brands of different product can use for their advertising needs (for example, by engaging in sponsorships).

There are three dimensions in the creation and development of a brand: The sports activity itself (involving players, the team and its success at sports), the social activity (creating a base of emotional attachment), and the business activity (where results are measured in "sources of revenue," "solid financing" and "controlling costs").

We try to brand the team as a local representative, the more we link to the community, the more we will profit.

The sport stars could also become a brand for our firm. Not only do the stars represent the team, they can also make great profit for the firm.

Cost impact

The ticket prices increased by about 5 percent over the previous year, and using the website promoting the tickets sales comes at a cost as well. There are two kinds of customers who come and watch the games, the fans and non-fans. To target both markets, we must providing alternatives for all customers, such as VIP suit, offers higher prices with quality service to fit for the non-fans or fans. We should also offer some lower price tickets to allow the younger customers to have a chance to watch the game, this will create potential markets for the future. In addition, we can hand out some discount coupons for the tickets sale and guide book for the team.

We should be taking advantage of the local businesses by asking for support, it will be easier to operate the firm with their financial support.

Please note that we are able to provide autographed merchandise to random fundraising event for extraordinary incomes.

Customer relationship:

We can