2. Maple Leaf Sports and Entertainment Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

3. Economic 2008 Recession Generation Y are not as financially independent MLSE has a monopoly over the Toronto sports market Economic Scan SWOT Strategies Objectives Target Market Competitor Forces Marketing Position

4. 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 Strategies Objectives Target Market Competitor Forces Marketing Position

5. Technological Social media – more people are connected online than ever before Consumer is in control More opportunities to watch games Economic Scan SWOT Strategies Objectives Target Market Competitor Forces Marketing Position

6. 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 Strategies Objectives Target Market Competitor Forces Marketing Position

7. 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 SWOT Strategies Objectives Target Market Competitor Forces Marketing Position

8. Strengths Hockey Night in Canada Have their own channel Brand recognition Economic Scan SWOT Strategies Objectives Target Market Competitor Forces Marketing Position

9. Weaknesses 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 Strategies Objectives Target Market Competitor Forces Marketing Position

10. 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 Strategies Objectives Target Market Competitor Forces Marketing Position

11. 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 Strategies Objectives Target Market Marketing Position Competitor Forces

12. Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

13. Marketing Position Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

14. 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 Strategies Objectives Target Market Marketing Position

15. 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

16. Trevor – The TML Fan Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market

17. Economic Scan SWOT Competitor Forces Marketing Position Strategies Objectives Target Market