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Dinos women's hockey program (University of Calgary)

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Dinos women's hockey program (University of Calgary)

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Samenvatting

This is the Final Report of the graduation project assigned by Sport, Management & Business of the Hogeschool van Amsterdam and performed within the Dinos Athletic organization and in particular aimed at the Dinos Women’s Hockey program, part of the University of Calgary. The project involved the following assignments and objectives for the women’s hockey program: The business plan The recruiting packages Main objectives Create revenue for the team Attract better players every season Objectives Set up a suitable activity for the Dinos Women’s Hockey program Inform players about the program Give players a positive impression about the program Per assignment a research justifies the outcome of the final result. The research report ‘Recruitment’ aimed at finding out what is important for players in their choice for a certain university hockey program. This is implemented in the information in the recruitment package. The recruitment package consists of a folder and a DVD with information on the hockey program, coaching staff, the University of Calgary and its academic program and more. The DVD makes this information visual. The research report ‘Profitable activities’ was aimed to find a suited profitable activity for Dinos Women’s hockey. The choice, based on an analysis of the possible options through valuating criteria that a suitable option must meet, was the Casino event. This event is organized by local casino’s, which offer casino evenings for non-profit groups to work at in return for a percentage of that night’s income. The plan was to do a (comprehensive) application for a license to be able to participate. Unfortunately, further research showed that the Dinos Women’s Hockey program doesn’t meet the requirements for a license to participate in those nights and probably will never do so. After a new meeting is decided to go with the Chuck-a-Puck, a home game event where people purchase numbered pucks to participate in the event. In the second intermission of the home game of the Dinos hockey team, people throw their puck on the ice, aiming for the centre face off dot. Closest wins 50% of that night’s income; the other 50% goes to the program. A business plan for the Chuck-a-Puck is written to serve as a guideline for the implementers of event. It contains an organizational description, environmental analysis, a situational analysis and strategy, a marketing plan, operational plan, management plan and financial plan. Also a first try out event is organized with great success. The following results were yielded throughout the project: Research Report – Recruitment. Research Report – Profitable activities. Recruitment package Feasibility Report ‘Casino’ Business plan ‘Chuck-a-Puck’ (including event) To start with, I did an Organizational Analysis that proved to be very handy throughout the project. The use of a SWOT matrix for the business plan is backed through a study of literature on the subject. The study compares the SWOT with similar models used for situational analysis and strategy development. I show why I think SWOT suits the business plan best and I give some recommendations on effective use of the SWOT. Finally I can conclude that I think the project was a success: in general and in the outcome. Success factors were the fit of the project with the organizations’ activities and goals, a logical and structured way of working, involvement of the right people and the joy I had in doing this project.

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OrganisatieHogeschool van Amsterdam
InstituutBewegen, Sport en Voeding
Gepubliceerd in
Jaar2011
TypeBachelorscriptie
TaalEngels

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