This document analyzes the family entertainment centre industry and provides recommendations. It outlines demographic trends in Mississauga that are favorable for entertainment centres. It then examines the macroenvironment, including economic, technological, political, and socio-cultural factors. Next, it analyzes local competitors Streetsville Bowl, Classic Bowl, Planet Bowl, and Playdium. Key problems identified are decreasing bowling participation and increased home entertainment. Opportunities include interactive scoring systems and personalized promotions. Recommendations focus on bundle packages, interactive systems, themed events, transportation services, mobile payments, and student discounts.

1. Family Entertainment Centre
Industry Analysis
By: Aimen Shahzad, Jessica Haughton, Brenda Amador,
Sandra Ghobrial, Joshua Favaro

2. Outline
• Macro-environment
• Company and Competitor Analysis
• Key Problems and Opportunities
• Recommendations

3. Demographic
• Mississauga has a population of 713,443 which has grown 5% to 752,000
since 20111
• Steady rise in disposable income offers more opportunities to spend time at
entertainment centres2
• Household debt is rising3
Macro-environment
4

4. Economic
• Gas prices on the rise 5
• Unemployment rate affecting consumers entertainment choice 6
• Stimulating the economy through employment 7
Macro-environment
9
8

5. Technological
• Interactive bowling systems = customization 10
• Emergence of email/social media = personalized promotions 11
• Advancement in sound and lighting systems = differentiation 12
• Synthetic surfaces = cost effective 13
Macro-environment
14
15

6. Political
• Health and safety/WHMIS policies 16
• Alcohol regulations 17
• Minimum wage increases 18
Macro-environment
19
20

7. Socio-Cultural/Natural
• Consumer emphasis on socially responsible organizations 21
• Cost effective home entertainment options 22
• Social acceptance of video games 23
• Increased work hours = decrease in leisure time 24
Macro-environment
25
26
27

8. Streetsville Bowl
• 5 pin bowling
• They have a website and a Facebook page but don’t post frequently
• Promotional efforts are low cost, with the focus on establishing personal
connections through existing corporates clients 28
• Majority of revenue comes from birthday parties and events 29
• Owner, Tony, professional networks with his clients who have or have not
held events at his facilities 30
Company Analysis

9. Streetsville Bowl
• Pricing strategies31
• Cost Leadership Strategy, Seasonal Pricing, Added Pricing Incentives
• Offers fundraising programs at their location32
• YMCA, Special Olympics, Girl Guides, Boy scouts
Company Analysis

10. Streetsville Bowl
Company Analysis
33

11. Classic Bowl
• Canada’s largest bowling center of 10-pin bowling, located in Mississauga 34
• Coupon link through website, online bookings, active on social media, pro
shop and gift shop 35
• Target: Seniors, Corporate clients, Teens/ Young adults 36
Competitor Analysis

12. Classic Bowl
Competitor Analysis
37

13. Planet Bowl
• 10 pin, 48 lanes 38
• Target:
• Seniors aged 55+
• Families: Parents aged 27-40 years and kids 14 and under
• Teens/ young adults aged 15-20 years
• Focuses on Facebook and Twitter updates.
• Planet Bowls website has information on parties and event bookings and all other offerings. 39
• When customers submit their email address online, they get two free bowling passes. 40
• Reviews on many different websites
Competitor Analysis
41

14. Planet Bowl
• Bowling before 6pm at Planet Bowl is much cheaper
than bowling after 6pm on any day. 44
• Bundle prices are available for group bookings and
parties. 45
• Competitive advantage: Orbit Café restaurant offers
another service to compliment bowling. 46
• Orbit Café is a unique place for customers to take time
away from bowling. 47
Competitor Analysis
42
43

15. Playdium
• Offers both indoor and outdoor entertainment 48
• Offers promotions and bonus credits
• Multiple packages for birthday and corporate
bookings 49
• Competitive advantage: offers a variety of
entertainment options.
Competitor Analysis
50

16. Playdium
• Playdium’s website is detailed and visually
appealing. 51
• Provides details on the rides, attractions and
stimulators that are offered.
• Playdium’s twitter and Facebook page is up
to date and has recent photos. 52
Competitor Analysis
53

17. Key Problems
• Bowling participation has decreased over the past several
years 54
• Leisure time is being devoted to home entertainment
• Rise of gas prices 55
• New innovated strategy game facilities 56
Key Problems/Opportunities
58
57

18. Key Opportunities
• Two substantial demographic groups 59
• Advancement in interactive scoring systems 60
• Increased use of email/social media for personalized promotions 61
• Variety of sound and lighting systems to differentiate the facility 62
Key Problems/Opportunities
63

19. Recommendations
• Recommendation #1: Offer bundle packages for families and small groups.
• Recommendation #2: Integrating interactive scoring systems in order to
appeal to younger markets.
• Recommendation #3: Plan more events and themed nights at bowling alley
which anyone can attend.

20. Recommendations
• Recommendation #4: Offer transportation services to senior members and
people with disabilities.
• Recommendation #5: Have a mobile pay system for convenience.
• Recommendation #6: Offer group student discount deals to students in
postsecondary.

21. Thank You For Sparing Your Time Today!

22. References
1 Population, Demographics & Housing. (2015). Retrieved from:
http://www7.mississauga.ca/documents/business/2014/Population_Demographics_&_Ho using.pdf
2 Ibid
3 Emerging Focus: Smaller Households Rise in Emerging Market Economies. (2012).
http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab
4 American Real Disposable Income Collapses in First Quarter of 2013. (2013)
http://www.profitconfidential.com/economic-analysis/american-real-disposable-income-collapses-in-first-quarter-of-2013
5 Of Primary Importance. (2006). http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab
6 Streetsville Bowl. (2014). Retrieved from: http://streetsvillebowl.com/
7 Small business have big impact on economy: Harper. (2015).
http://www.torontosun.com/news/canada/2010/10/17/15723086.html
8 Alberta Deficit Sees Peace Region Fuel Price Spike. (2015). http://peacefm.ca/alberta-deficit-sees-peace-region-fuel-price-
spike/

23. References
9 Employment Application. (2015). http://bizproshop.com/contact-us/employment-application/
10 QubicaAMF. (2015). Retrieved from: http://www.qubicaamf.com/en-US/Products/Scoring-and-Center-
Management/Bowler-Consoles
11 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-
Changing-Even-in-the-Bowling-Industry
12 Ibid
13 Ibid
14 Palm Springs Life. (2015). http://www.palmspringslife.com/Palm-Springs-Life/Desert-Guide/September-2014/Lasers-
Light-Up-Fantasy-Springs-Bowling-Center/
15 QubicaAMF. (2015). Retrieved from: http://www.qubicaamf.com/en-US/Products/Scoring-and-Center-
Management/Bowler-Consoles
16 Justice Laws Website. (2015). Retrieved from: http://laws.justice.gc.ca/eng/regulations/sor-86-304/page-37.html

24. References
17 What Is Needed to Open a Bowling Alley? (2015). Retrieved from: http://smallbusiness.chron.com/needed-open-
bowling-alley-20188.html
18 BPAA. (2015). Retrieved from: http://bpaa.com/bpaa/legislation/bgaf
19 Hji. (2012). http://www.hji.co.uk/hair/health-and-safety-at-work/
20 CCOHS. (2015). http://www.ccohs.ca/products/posters/
21 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-
Changing-Even-in-the-Bowling-Industry
22 Consumer Lifestyles in Canada (2015). Retrieved from:
http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab
23 Ibid
24 Industry Performance. (2015). Retrieved from:
http://clients1.ibisworld.com.library.sheridanc.on.ca/reports/ca/industry/currentperformance.aspx?entid=1657

25. References
25 Cutters News. (2015). http://cordcuttersnews.com/netflix-starts-testing-pre-roll-ads/
26 Business News Daily. (2015). http://www.businessnewsdaily.com/5499-examples-socially-responsible-businesses.html
27 Mirror. (2014). http://www.mirror.co.uk/news/youngsters-who-play-video-games-3985778
28 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with
him.
29 Bowling Alley. (2015). http://www.referenceforbusiness.com/business-plans/BusinessPlans-Volume-07/Bowling-
Alley.html
30 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with
him.
31 Of Primary Importance. (2006). http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab
32 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with
him.
33 Ibid

26. References
34 Classic Bowl Home. (2015). Retrieved from: http://www.classicbowl.com/index.php
35 Ibid
36 Ibid
37 Classicbowl.com,. 'Classic Bowl Fundraisers'. Web. Nov. 2015.
38 Groupon Planet Bowl. (2015). Retrieved from: https://www.groupon.com/biz/toronto/planet-bowl-1
39 Planet Bowl Home. (2015). Retrieved from: http://planetbowl.ca/
40 Ibid
41 Experience Mississauga. (2015). Retrieved from http://www.experiencemississauga.com/mississauga-
entertainment/bowling/planet-bowl/
42 CXT Architects. (2015). Retrieved from http://www.cxtarchitects.com/www/projects/30.html
43 Jason’s Photo Blog. (2015). Retrieved from http://radio51.blogspot.ca/2006/02/planet-bowl.html

27. References
44 Planet Bowl. (2015). Retrieved from http://planetbowl.ca/rates
45 Planet Bowl. (2015). Retrieved from http://planetbowl.ca/parties-events
46 Planet Bowl Orbit Café. (2015). Retrieved from: http://planetbowl.ca/orbit-cafe
47 Ibid
48 Flickr Images.(2015). Retrieved from: https://www.flickr.com/photos/gsloan/4983026029
49 Bowling Ball Prime.(2015). Retrieved from: http://www.bowlingballprime.com/balls/cheap-bowling-balls/
50 Ibid
51 Playdium Facebook page.(2015).Retrieved from: https://www.facebook.com/Playdium/?fref=ts
52 Playdium Pricing. (2015). Retrieved from : http://www.playdium.com/pricing_portal.php
53 Ibid

28. References
54 Streetsville Bowl Owner. (October 2015). Retrieved from: Tony Bonora, Streetsville Bowl Owner, in an interview with him
55 Global News.(2015). Money-saving tips for surviving the recession or any financial emergency. Retrieved from:
http://globalnews.ca/news/2196714/money-saving-tips-for-surviving-the-recession-or-any-financial-emergency
56 Ibid
57 Flickr Images.(2015). Retrieved from: https://www.flickr.com/photos/gsloan/4983026029
58 Bowling Ball Prime.(2015). Retrieved from: http://www.bowlingballprime.com/balls/cheap-bowling-balls/
59 Epic Bowling. (2011). Retrieved from: http://www.asgbowl.com/blog/bid/67578/Technology-is-Always-Rapidly-Changing-Even-in-
the-Bowling-Industry
60 Ibid
61 Ibid
62 Ibid
63 Bloomreach. (2015). http://bloomreach.com/snap/