Market Analysis Summary
McKenzie Roller Rink will focus on local markets including civic groups, school groups and church groups. Special focus will be placed on large group activity such as parties and school functions.
4.1 Market Segmentation
Our market segmentation is broken into three specific groups. Civic organizations, school groups, and church groups are key target markets for McKenzie Roller Rink. Parties with over ten people would be considered a group. It is our intent to create a wholesome family atmosphere and so there will be an effort to encourage families to consider skating as a recreational option. Finally we will target the greater Lane County area to encourage individual activity (groups under ten).
4.2 Target Market Segment Strategy
Our choice of target markets is strategic. We believe that with the right facility and the right marketing plan, skating is a recreational activity that still has great potential. Youth groups of all kinds are always planning activities and we intend to provide a choice that will fill the need for a safe, well supervised facility that is fun. In addition, youth attending the facility in groups will experience the facility and activity and the families of those youth will become aware of McKenzie Roller Rink as an entertainment option.
The closest skating facility is over 50 miles away so we will be the only skating facility in the greater Lane County area. Without direct competition it is our intent to market to all segments of Lane County. We are looking for customers who care about having a top notch facility with customer service that will make their night of skating an enjoyable one. Safety will be a priority, we will closely monitor all activity in our facility.
4.3 Service Business Analysis
We are a skating facility which serves the greater Lane County area:
- Groups: People who are looking for a recreational alternative that will accommodate groups for parties and other functions.
- Families: People who are looking for fun activities that they can do together.
- Individual: People who are looking for a place to come and enjoy skating in a great facility. Parents will have a place they can trust to drop their kids off.
4.3.1 Competition and Buying Patterns
The recreational consumer understands the concept of service, and are much more likely to engage in the activity when they are assured the activity is in a safe and fun facility.
Though we do not have any direct competition we will still have to gain the public's trust and business through an aggressive marketing plan as consumers do have alternative forms of entertainment.
Indirect competition comes from other recreation activities in the area, for example, bowling alleys, movie theatres and restaurants.
Our focus group sessions indicated that our target markets think about quality facilities, customer service, and wholesome family fun. There also is a need for a facility to host group parties and such.