Set up a price point for individual games and season ticket prices that is not too
high to scare away price conscious Springfield residents, yet not too low to leave
money on the table.
Price needs to generate enough revenue to at least break
even and provide a fun, family-oriented experience.
Strengths and Weaknesses:
Resources and Capabilities
are tangible (e.g., equipment, machinery, mail list), intangible (e.g., brand
name, customer knowledge, money), or human assets that the firm currently possesses.
Resources likely emerge as the result of prior investments, actions or ongoing
Examples of marketing resources
Customer information system (i.e., a CRM database)
Customer knowledge or understanding
High-quality product (be sure to specify the specific attributes that are valued)
Reseller (e.g., retailer) knowledge or understanding
Reseller (e.g., retailer) relationships
All forms of capital (money, plant, equipment) are resources that might be relevant,
especially if the lack of these resources creates a constraint
are skills in deploying individual resources (e.g., patents, know-how, brand
names, equipment) to perform a task or activity to produce a desired end result. What
the firm can do as a result of teams of resources working together.
marketing capabilities include:
New product development, customized or superior-quality goods or especially
Brand-building capability, positioning capability, advertising message delivery,
personalized communications capability, integrated marketing communications
Sophisticated yield management systems capability…