The popularity of the Fast Creek Lightning hockey team under its new coach, Scotty Beauchamp, has surged in each of the five years since his arrival in town. With an arena close to maxing out at 10 800 seats and a vocal coach pushing for a new facility, Fast Creek Lightning owner Keith MacLennan faced some difficult decisions. After a phenomenal upset victory over its archrival, the Walkerford Wolves, at the Holiday Classic in December, MacLennan was not as happy as one would think. Instead of ecstatic fans, all MacLennan heard were complaints. “The lines at the concession stands were too long”; “Parking was harder to find and farther away than in the old days”; “Seats were shabby”; “Traffic was backed up halfway to Saskatoon”; and on and on. “I just can’t win,” muttered MacLennan.

At his staff meeting the following Monday, MacLennan turned to his VP of operations, Leslie Gardner. “I wish you would take on these complaints, Leslie,” he said. “See what the real problems are—let me know how you’ve resolved them.” Gardner wasn’t surprised at the request. “I’ve already got a handle on it, Keith,” she replied. “We’ve been randomly surveying 50 fans per game for the past five games to see what’s on their minds. It’s all part of the organization-wide TQM effort. Let me tally things up and I’ll get back to you in a week.”

When she returned to her office, Gardner pulled out the file her assistant had compiled “There’s a lot of information here,” she thought.

Carry out a Pareto analysis of the survey results,

Carry out a Cause-and-effect analysis (Ishikawa diagram),

Perform a SWOT analysis for the Fast Creek Lightning hockey team as a business enterprise,

Prepare and present a presentation to the owner of the Fast Creek lightning hockey team on how you will respond to the customer feedback received in the survey and anecdotally. Note: It will be important to connect your recommendations between the analysis of the customer feedback and the SWOT analysis.