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Fleetway Bowling Center
By: Sophie,
Carol,Nick,
Wesley & Karl
FONTS
Fleetway Bowling Center
Problem Statement or statements
1. Bowling became so expensive that allies were forced to increase their price and that the average working person could not afford the basic fee.
2. Fleetway is trying to attract people weekdays after 9:00 PM to the five-pin lanes as they are unused.
3. Can Bingo Bowling bring a new feel to the alley to attract new clientele?
Solution, Positive and Negative
Causes and Effects
1. Bingo-bowling should be given a new image, new name, special time and day, more student friendly.
2. We should award prizes to the winner
3. We should market to the older age groups
Executive Summary of Facts
Causes and Effects
• Attracting young adults
- Majority age 35 to 59
- 65 or older
• Declining popularity of bowling
- “uncool” way to spend and evening
- Prices too expensive for average worker
• Growing demand for ten-pin bowling
- Avoiding Fleetway
- Looking for other alternatives
1. Harvey Katz, manager of Fleetway Bowling Center in London, Ontario, was thought a new program that could combine bowling with the game of bingo.
2. ESAM took over Fleetway Bowling Lanes in 1959, during the next 30 years, Fleetway run into financial problems.
3. Won the “Best Quest Gold Award’’ in 1993, and profit increased in the early 1990s, reaching an all-time high in 1992.
4. Bowlers spanned all ages with the majority 35 to 59 age group and participants divided league players and recreational bowlers.
5. Fleetway’s major competitor was Southland Bowling Alleys and other ten-pin competitors –Huron Bowl.
6. Harvey believed that Bingo-Bowling could help solve some problems about genera attitude. Finally, he got some questionnaire, the feedback was favorable
Key Decision Criteria
BEST SOLUTION
Go forward with Bingo bowling
JUSTIFICATION
-Ability to attract new customers
-Increase sales
-Re brand instead of Bingo-Bowling
-Appeal to the students
-Be one of a kind
Key Decision Criteria
• Improve Profits
• Maintain customer satisfaction
• Fast implementation
• Within resources
• Ability to attract new customers
• Return on investment
• Increase sales
Action & Implementation
1.They need to completely change their image for making bowling cool and fun again. First they should pick a new fun name to describe bingo bowling, for example they could call it Shape Shakedown or Pin Down.
2. They can do this by hiring a marketing and advertisement specialist to come up with a new concept that will draw people in.
3. The Gazette (4 times a week)Western News, London Free Press and Billboard