Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Fenway Park, the Baseball Stadium's Decision to Stay on- A Wise Move

print page
Tell A Friend
Bookmark
 

Case Categories

Marketing Strategies / Strategic Marketing Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Fenway Park, the Baseball Stadium's Decision to Stay on- A Wise Move?

Publication Year : 2006

Authors: Doris John

Industry: Sports and Sports Related

Region:US

Case Code: MKS0083C

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:

Fenway Park was the home ballpark of the famous Boston Red Sox baseball team. Red Sox team had built a passionate fan following, despite not having won the World Series title in a span of 86 years. The fans' obsession was also associated with the Fenway Park.

Built in 1912, it was not only the smallest park among the Major leagues, with a capacity of around 36000 spectators, but it was also the oldest. Moreover, the amenities at the park were the barest minimal and in some cases, insufficient. To address this issue, the previous owners had talks about moving to a bigger and better ballpark. But this angered the fans who considered the experiences at Fenway as their birthright and felt that a new park could not create the same environment. However in 2005, the new management decided to be a preservationist of Fenway rather than looking out for a new park.

Analysts felt this decision of renovating the park was also bleak as the structure was very old. By staying at the Fenway Park, expansion would not be possible on a large scale and the team would lose out on the benefits of shifting to a new park.

The case allows for discussion on brand management associated with a sports franchise and strategies to be adopted to enhance fan experience.

Pedagogical Objectives:

  • To discuss strategies on brand management associated with a sports franchise
  • To discuss strategies to be adopted to enhance fan experience.

Keywords : Fenway Park, Red Sox, Baseball franchise, Renovation, fans, brand management, franchise management, cost-benefit analysis, stadium revenues, Marketing Strategies Case Study, Yankees, World Series Victory, Major League Baseball, ticket sales, fan experience, branding on emotions, emotional marketing

Contents:

  • Introduction
  • Background of the case
  • New Park Vs Renovation
  • Road Ahead & Challenges

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap