Family Entertainment Centre Industry Analysis

By: Aimen Shahzad, Jessica Haughton, Brenda Amador, Sandra Ghobrial, Joshua Favaro

Outline

• Macro-environment

• Company and Competitor Analysis

• Key Problems and Opportunities

• Recommendations

Demographic

• Mississauga has a population of 713,443 which has grown 5% to 752,000 since 20111

• Steady rise in disposable income offers more opportunities to spend time at entertainment centres2

• Household debt is rising3

Macro-environment

4

Economic

• Gas prices on the rise 5

• Unemployment rate affecting consumers entertainment choice 6

• Stimulating the economy through employment 7

Macro-environment

9

8

Technological

• Interactive bowling systems = customization 10

• Emergence of email/social media = personalized promotions 11

• Advancement in sound and lighting systems = differentiation 12

• Synthetic surfaces = cost effective 13

Macro-environment

14

15

Political

• Health and safety/WHMIS policies 16

• Alcohol regulations 17

• Minimum wage increases 18

Macro-environment

19 20

Socio-Cultural/Natural

• Consumer emphasis on socially responsible organizations 21

• Cost effective home entertainment options 22

• Social acceptance of video games 23

• Increased work hours = decrease in leisure time 24

Macro-environment

25

26

27

Streetsville Bowl

• 5 pin bowling• They have a website and a Facebook page but don’t post

frequently • Promotional efforts are low cost, with the focus on establishing

personal connections through existing corporates clients 28

• Majority of revenue comes from birthday parties and events 29

• Owner, Tony, professional networks with his clients who have or have not held events at his facilities 30

Company Analysis

Streetsville Bowl

• Pricing strategies 31

• Cost Leadership Strategy, Seasonal Pricing, Added Pricing Incentives

• Offers fundraising programs at their location 32

• YMCA, Special Olympics, Girl Guides, Boy scouts

Company Analysis

Streetsville BowlCompany Analysis

33

Classic Bowl

• Canada’s largest bowling center of 10-pin bowling, located in Mississauga 34

• Coupon link through website, online bookings, active on social media, pro shop and gift shop 35

• Target: Seniors, Corporate clients, Teens/ Young adults 36

Competitor Analysis

Classic BowlCompetitor Analysis

37

Planet Bowl• 10 pin, 48 lanes 38

• Target: • Seniors aged 55+• Families: Parents aged 27-40 years and kids 14 and under• Teens/ young adults aged 15-20 years

• Focuses on Facebook and Twitter updates.• Planet Bowls website has information on parties and event bookings and all other

offerings. 39

• When customers submit their email address online, they get two free bowling passes. 40

• Reviews on many different websites

Competitor Analysis

41

Planet Bowl• Bowling before 6pm at Planet Bowl is much

cheaper than bowling after 6pm on any day. 44

• Bundle prices are available for group bookings and parties. 45

• Competitive advantage: Orbit Café restaurant offers another service to compliment bowling. 46

• Orbit Café is a unique place for customers to take time away from bowling. 47

Competitor Analysis

42

43

Playdium

• Offers both indoor and outdoor entertainment 48

• Offers promotions and bonus credits• Multiple packages for birthday and

corporate bookings 49

• Competitive advantage: offers a variety of entertainment options.

Competitor Analysis

50

Playdium

• Playdium’s website is detailed and visually appealing. 51

• Provides details on the rides, attractions and stimulators that are offered.

• Playdium’s twitter and Facebook page is up to date and has recent photos. 52

Competitor Analysis

53

Key Problems

• Bowling participation has decreased over the past several years 54

• Leisure time is being devoted to home entertainment

• Rise of gas prices 55

• New innovated strategy game facilities 56

Key Problems/Opportuniti

es

58

57

Key Opportunities

• Two substantial demographic groups 59

• Advancement in interactive scoring systems 60

• Increased use of email/social media for personalized promotions 61

• Variety of sound and lighting systems to differentiate the facility 62

Key Problems/Opportuniti

es

63

Recommendations

• Recommendation #1: Offer bundle packages for families and small groups.

• Recommendation #2: Integrating interactive scoring systems in order to appeal to younger markets.

• Recommendation #3: Plan more events and themed nights at bowling alley which anyone can attend.

Recommendations

• Recommendation #4: Offer transportation services to senior members and people with disabilities.

• Recommendation #5: Have a mobile pay system for convenience.

• Recommendation #6: Offer group student discount deals to students in postsecondary.

Thank You For Sparing Your Time Today!

References1 Population, Demographics & Housing. (2015). Retrieved from: http://www7.mississauga.ca/documents/business/2014/Population_Demographics_&_Ho using.pdf2 Ibid3 Emerging Focus: Smaller Households Rise in Emerging Market Economies. (2012). http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab 4 American Real Disposable Income Collapses in First Quarter of 2013. (2013) http://www.profitconfidential.com/economic-analysis/american-real-disposable-income-collapses-in-first-quarter-of-20135 Of Primary Importance. (2006). http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab6 Streetsville Bowl. (2014). Retrieved from: http://streetsvillebowl.com/7 Small business have big impact on economy: Harper. (2015). http://www.torontosun.com/news/canada/2010/10/17/15723086.html8 Alberta Deficit Sees Peace Region Fuel Price Spike. (2015). http://peacefm.ca/alberta-deficit-sees-peace-region-fuel-price-spike/

References9 Employment Application. (2015). http://bizproshop.com/contact-us/employment-application/10 QubicaAMF. (2015). Retrieved from: http://www.qubicaamf.com/en-US/Products/Scoring-and-Center-Management/Bowler-Consoles11 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-Changing-Even-in-the-Bowling-Industry12 Ibid13 Ibid14 Palm Springs Life. (2015). http://www.palmspringslife.com/Palm-Springs-Life/Desert-Guide/September-2014/Lasers-Light-Up-Fantasy-Springs-Bowling-Center/15 QubicaAMF. (2015). Retrieved from: http://www.qubicaamf.com/en-US/Products/Scoring-and-Center-Management/Bowler-Consoles16 Justice Laws Website. (2015). Retrieved from: http://laws.justice.gc.ca/eng/regulations/sor-86-304/page-37.html

References17 What Is Needed to Open a Bowling Alley? (2015). Retrieved from: http://smallbusiness.chron.com/needed-open-bowling-alley-20188.html18 BPAA. (2015). Retrieved from: http://bpaa.com/bpaa/legislation/bgaf19 Hji. (2012). http://www.hji.co.uk/hair/health-and-safety-at-work/ 20 CCOHS. (2015). http://www.ccohs.ca/products/posters/21 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-Changing-Even-in-the-Bowling-Industry22 Consumer Lifestyles in Canada (2015). Retrieved from: http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab23 Ibid24 Industry Performance. (2015). Retrieved from: http://clients1.ibisworld.com.library.sheridanc.on.ca/reports/ca/industry/currentperformance.aspx?entid=1657

References25 Cutters News. (2015). http://cordcuttersnews.com/netflix-starts-testing-pre-roll-ads/26 Business News Daily. (2015). http://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html27 Mirror. (2014). http://www.mirror.co.uk/news/youngsters-who-play-video-games-398577828 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with him.29 Bowling Alley. (2015). http://www.referenceforbusiness.com/business-plans/BusinessPlans-Volume-07/Bowling-Alley.html30 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with him.31 Of Primary Importance. (2006). http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab32 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with him.33 Ibid

References34 Classic Bowl Home. (2015). Retrieved from: http://www.classicbowl.com/index.php 35 Ibid36 Ibid37 Classicbowl.com,. 'Classic Bowl Fundraisers'. Web. Nov. 2015. 38 Groupon Planet Bowl. (2015). Retrieved from: https://www.groupon.com/biz/toronto/planet-bowl-139 Planet Bowl Home. (2015). Retrieved from: http://planetbowl.ca/ 40 Ibid41 Experience Mississauga. (2015). Retrieved from http://www.experiencemississauga.com/mississauga-entertainment/bowling/planet-bowl/42 CXT Architects. (2015). Retrieved from http://www.cxtarchitects.com/www/projects/30.html43 Jason’s Photo Blog. (2015). Retrieved from http://radio51.blogspot.ca/2006/02/planet-bowl.html

References44 Planet Bowl. (2015). Retrieved from http://planetbowl.ca/rates45 Planet Bowl. (2015). Retrieved from http://planetbowl.ca/parties-events46 Planet Bowl Orbit Café. (2015). Retrieved from: http://planetbowl.ca/orbit-cafe 47 Ibid48 Flickr Images.(2015). Retrieved from: https://www.flickr.com/photos/gsloan/498302602949 Bowling Ball Prime.(2015). Retrieved from: http://www.bowlingballprime.com/balls/cheap-bowling-balls/50 Ibid51 Playdium Facebook page.(2015).Retrieved from: https://www.facebook.com/Playdium/?fref=ts52 Playdium Pricing. (2015). Retrieved from : http://www.playdium.com/pricing_portal.php53 Ibid

References54 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with him55 Global News.(2015). Money-saving tips for surviving the recession or any financial emergency. Retrieved from: http://globalnews.ca/news/2196714/money-saving-tips-for-surviving-the-recession-or-any-financial-emergency56 Ibid57 Flickr Images.(2015). Retrieved from: https://www.flickr.com/photos/gsloan/498302602958 Bowling Ball Prime.(2015). Retrieved from: http://www.bowlingballprime.com/balls/cheap-bowling-balls/59 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-Changing-Even-in-the-Bowling-Industry60 Ibid61 Ibid62 Ibid63 Bloomreach. (2015). http://bloomreach.com/snap/