The Springfield Nor’easters Case Memo

The Springfield Nor’easters Case Memo

Main issues/problems:

The marketing director of the Springfield Nor’easters, Buckingham, is facing the problems in setting the price of the tickets of the minor league baseball games and increasing the attendance rate of the games. He is an expert in marketing various entertainment services, but he has little experience in the sports industry. In addition, he also needs to satisfy the expectation of the owner – Jimmy Mercante as achieving at least break-even in the first year.

Nor’easters is a new Class A minor league baseball team in Springfield. Springfield is the third largest city in Massachusetts, however, it still faces struggling economy with 25% of families living below the poverty level. Furthermore, it lacks of cutomers base of professional sports games and higher-wage-earning residents.

According to the research, the most of the family in Springfield has children under 18 years old, Buckingham can put effort in focusing in this target market as his marketing strategies of the baseball team.

Therefore, he should maximize the revenues and reach break-even in the first year and think out some marketing strategies to attract customers in order to raise the attendance rate as his facing problems.

Available data/information:

Based on the research result, each ticket package has various attendance rate, 21% of customers base for attending one game, 11% of customers base for 5-game package, 5% of customers base for 20-game package and 2% of customer base for 38-game package. Therefore, the maximized expected numbers of the coming customers are 11,621 for single ticket, 6,087 for 5-game package, 2767 for 20-game package and 1,107 for 38-game package.