Murphy Ice Land Case Study Free Essay, Term Paper and Book Report
1) ANALYSIS OF THE CURRENT SITUATION
a) The External Environment: Threats and Opportunities
Within the context of a companys external environment, threats are considered as factors that could hinder the companys
attainment of a strategic advantage (Ferrell & Hartline, 2011). Threats observed for Murphys Ice Land are as follows;
first, there could be other alternative and more appealing recreational activities drawing the attention of the
residents especially on weekend nights. Such activities include roller-skating, dinner with friends and family, or
going to the movies.
Secondly, the location of the ice rink or its proximity to the target audience could put a limit on the number of
people who are able to access the rink easily. A third threat includes weather variability, which limits the businesss
profit potential especially during spring and autumn when most people prefer outdoor recreational activities. Lastly,
the timing of the public skating sessions set for Friday and Saturday evening between 8 and 10 may not be suitable for
the young adult audience who......
Word Count: 3280
Page Count: 13.1 (250 words a page / double spaced)
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