The Montreal Stars
商品編號：9B13A043
出版日期：2014/04/16
再版日期：2014/10/04
商品來源：
商品主題：Marketing
商品類型：Case (Field)
涵蓋議題：Sports marketing;fund raising;internal marketing;not-for-profit;Canada
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：Canada
產業：Arts; Entertainment; Sports and Recreation
事件年度：2012
In September 2012, the general manager of the Montreal Stars, a women's hockey team, faces several challenges. One of six in the Canadian Women’s Hockey League, a not-for-profit organization that aspires to be the professional league for women's hockey in North America, the team has won the league championship three times and its players have won a number of awards, including Olympic gold medals. Yet, average attendance per game has been sparse. The first issue is how to increase the awareness and the fan base of the team in Montreal. Secondly, the league allows a team to keep only $25,000 of whatever funds it raises; any amount above that limit must be submitted to the league to support it and other teams less successful at fundraising. Given this, it is difficult to raise funds from and maintain support among donors for the local team. Finally, not only the players but the administrative staff, including the general manager, are volunteers. How can the league be persuaded to relax the constraints on fundraising so that the team can develop the organizational capacity to pay its players and staff? In sum, the general manager faces both external and internal marketing problems.
教學手冊：The Montreal Stars - Teaching Note
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