Abstract
This presentation is an analysis of the Rochester Americans' current marketing plan as well as this hockey team's plan designed for the future. This project uses a SWOT analysis as well as primary and secondary market research do determine why the Rochester Americans are not filling seats. It creates a full marketing plan for the next season that can to help generate ticket sales and spark market interest in this home town team. Marketing and promotion tactics will be addressed and applied to the plan as well as pricing strategies that fit the needs of the target market.
