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Springfield Nor Easters Case Summary

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Larry Buckingham, marketing director for the Nor’easters has made it to first base but taking it home is going to be the challenge. To obtain information, Larry utilized a survey questionnaire uncovering some important demographics of the target markets within the population including 51% of the respondents were between 26 and 45, 56% female, 72% with 1 child or less. In addition, the survey confirmed approximately 82% of the market in Springfield had income ranging from $22,500 to $75,000 with the median income of Springfield residents’ at $31,046 (Case Study Exhibit 5). These results suggest the age group to target, group tickets should be offered in groups of 3 or less and to offer ticket prices at an affordable price due to the lower amount of disposable income.
From Buckingham’s survey, there were 625 responses from the 10,000 households “above the poverty level” who were sent the survey resulting in a 6.25% response rate. According to SurveyGizmo.com, this response rate is comparatively low as external surveys usually results in …show more content…

If the sampling was a true representation of the entire population, 33,756 of the population in Springfield would not attend games. In reality, fans want entertainment and with “176 minor league baseball teams in the US”, the minor league teams offer “intimate venues” allowing fans to get close to the players and action in addition to the “young players were eager to show off their potential and play hard making for exciting games.” (Page 2 of the case study) However, entertainment can be obtained through movie theatres, miniature golfing, bowling, laser tag, etc. usually at lower prices, which competes with the Nor’easters to provide entertainment. Ticket prices and entertainment must be attractive in order to sell tickets, a key component to the success of the

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