Harvard Case - Kansas City Zephyrs Baseball Club, Inc.
"Kansas City Zephyrs Baseball Club, Inc." Harvard business case study is written by Kenneth A. Merchant, Krishna G. Palepu, Joseph P. Mulloy. It deals with the challenges in the field of Accounting. The case study is 12 page(s) long and it was first published on : Mar 2, 1987
At Fern Fort University, we recommend that the Kansas City Zephyrs Baseball Club, Inc. implement a comprehensive strategic plan focused on increasing revenue, improving profitability, and enhancing fan engagement. This plan should incorporate a combination of operational improvements, marketing initiatives, and financial management strategies.
2. Background
The Kansas City Zephyrs Baseball Club, Inc. is a minor league baseball team facing challenges in attracting fans and generating revenue. The team's attendance and ticket sales have been declining, leading to concerns about the club's financial health. The case study focuses on the club's efforts to address these challenges, including exploring new revenue streams, improving cost management, and enhancing the overall fan experience.
The main protagonists are:
- John Schuerholz: The club's president, tasked with leading the Zephyrs towards financial stability and success.
- The Zephyrs Management Team: Responsible for implementing strategies to improve the club's performance.
- The Zephyrs Fans: The target audience whose engagement and satisfaction are crucial for the club's success.
3. Analysis of the Case Study
To analyze the case study, we can utilize the SWOT framework to identify the Zephyrs' internal strengths and weaknesses, as well as external opportunities and threats.
Strengths:
- Established Brand: The Zephyrs have a long history and a loyal fanbase.
- Strong Community Ties: The team is deeply rooted in the Kansas City community.
- Affordable Entertainment: Minor league baseball offers a relatively inexpensive form of entertainment.
Weaknesses:
- Declining Attendance: The Zephyrs are facing a decline in fan attendance.
- Limited Revenue Streams: The club relies heavily on ticket sales, leaving them vulnerable to economic fluctuations.
- Outdated Facilities: The stadium requires significant upgrades to enhance the fan experience.
Opportunities:
- Growing Interest in Baseball: Baseball remains a popular sport, with potential for growth in the Kansas City market.
- Expansion of Family Entertainment: The Zephyrs can capitalize on the growing demand for family-friendly entertainment.
- Digital Marketing: Leveraging digital platforms can reach new audiences and enhance fan engagement.
Threats:
- Competition from Other Entertainment Options: The Zephyrs face competition from other forms of entertainment, including movies, concerts, and sporting events.
- Economic Downturn: Economic downturns can negatively impact consumer spending, affecting ticket sales.
- Changing Fan Preferences: The Zephyrs need to adapt to evolving fan preferences, particularly among younger generations.
4. Recommendations
To address the challenges and capitalize on the opportunities, the Zephyrs should implement the following recommendations:
1. Enhance Fan Experience:
- Stadium Upgrades: Invest in modernizing the stadium, including improved seating, concessions, and entertainment options.
- Family-Friendly Activities: Offer a variety of family-friendly activities, such as kids' zones, interactive games, and special events.
- Community Engagement: Organize events and programs that connect the team with the local community.
2. Diversify Revenue Streams:
- Corporate Partnerships: Develop strategic partnerships with local businesses to increase sponsorship revenue.
- Concession Improvements: Enhance the concession offerings, introducing new food and beverage options to increase revenue.
- Merchandise Sales: Expand merchandise offerings and explore online sales channels.
3. Improve Cost Management:
- Activity-Based Costing (ABC): Implement ABC to gain a more accurate understanding of the cost of delivering services and identify areas for cost reduction.
- Financial Planning and Budgeting: Develop comprehensive financial plans and budgets to ensure responsible resource allocation.
- Employee Incentives: Implement performance-based incentives to motivate employees and improve efficiency.
4. Leverage Digital Marketing:
- Social Media Engagement: Utilize social media platforms to connect with fans, promote events, and build brand awareness.
- Targeted Advertising: Employ targeted digital advertising campaigns to reach specific demographics and potential fans.
- Fan Loyalty Programs: Develop loyalty programs to reward repeat customers and encourage engagement.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the Zephyrs' mission to provide affordable entertainment and foster community engagement.
- External Customers and Internal Clients: The recommendations focus on enhancing the fan experience and improving the club's financial performance, directly benefiting both external customers and internal clients.
- Competitors: The recommendations address the competitive landscape by focusing on differentiation, innovation, and cost management.
- Attractiveness ' Quantitative Measures: The recommendations aim to increase revenue, improve profitability, and enhance fan engagement, which are all measurable and quantifiable.
- Assumptions: The recommendations are based on the assumption that the Zephyrs have the resources and commitment to implement the proposed changes.
6. Conclusion
By implementing these recommendations, the Kansas City Zephyrs Baseball Club, Inc. can address its current challenges, improve financial performance, and enhance the overall fan experience. This will enable the club to remain competitive in the market and ensure its long-term success.
7. Discussion
Other alternatives not selected include:
- Relocation: Moving the team to a new location with a larger market. This option carries significant risks and costs.
- Selling the Team: Selling the team to a new owner. This option may not be desirable for the current owners or the community.
Risks and Key Assumptions:
- Economic Downturn: An economic downturn could negatively impact attendance and revenue.
- Competition: Increased competition from other entertainment options could impact attendance.
- Implementation Challenges: Implementing the recommendations effectively requires strong leadership, commitment, and resources.
8. Next Steps
The Zephyrs should develop a detailed implementation plan with specific timelines and milestones. This plan should include:
- Phase 1: Conduct a comprehensive financial analysis and develop a budget for implementing the recommendations.
- Phase 2: Begin stadium upgrades and implement marketing initiatives.
- Phase 3: Monitor progress, make adjustments as needed, and evaluate the impact of the implemented changes.
By taking these steps, the Kansas City Zephyrs can create a sustainable and successful future for the club.
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Case Description
Describes a dispute between the owners of the major league baseball teams and the players' union about the profitability of the baseball teams. The issue is important because of the ongoing collective bargaining negotiations. A consultant is brought in to decide whether a representative team, the Kansas City Zephyrs, is making or losing money. He has to settle a number of accounting disputes about roster depreciation, signing bonuses, deferred compensation, and stadium costs.
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