Theses and Dissertations
This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students.
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The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed to the general public, and one for team psychology distributed to current and former hockey players were created and sent out, while data for the financing aspect was collected by comparing data from other NHL teams and franchises from different sports. In terms of financials, this comes in lower than average ticket prices, a nice and expensive stadium, the ideal city to generate capital, and sufficient money spent on advertising. Our ticket prices of $140 is based on having a low enough price to generate lots of demand while high enough to make a profit. The $600 million stadium (which will be fully funded) will surely draw a significant crowd. Choosing Seattle as a city is the most ideal to meet these goals and lastly, in meeting with an NHL GM, we determined $4 million in yearly advertising costs as sufficient in creating the most marketable team. Throughout this whole process, we remained data focus. We focused on data from a customized marketing survey, organizational structures, salary cap, and attendance. What our marketing survey results showed us is that our potential fans wanted three characteristics in a hockey team: speed, intensity, and scoring. In looking at organizational structures teams that exemplified these characteristics had a heavy emphasis on development and scouting. So we built our organizational tree around those two ideals. We hired GM Mike Futa, a current director of player personnel for the L.A. Kings, and Head Coach Adam Oates, a current skills development coach for top players to bring those ideals to fruition. In constructing our team we replicated the rules set forth for the Vegas Knights' expansion draft and hypothesized a likely protected list based off of last years lists. As a result we were able to construct a team that statistically out performed the Vegas Knights draft numbers by double, in goals, assists, and points, while also beating them in PIM. Based off of these numbers and an analysis of how goals translate into game attendance we are confident that we have constructed a team that has the highest potential for marketability. For the team psychology area, when creating a roster and scouting players, some of our main findings were that it is important to pursue players who get along well with their teammates and coaching staff, are aggressive, are leaders on the team, and are vocal players who communicate effectively. We also recommended avoiding players who significantly portrayed any "pet-peeve" traits, with the most emphasis placed on "disrespectful toward teammates," and the least emphasis placed on "over-aggression." By following all of these recommendations, we believe the most marketable hockey team possible can be created.
ContributorsQuinn, Colin Christopher (Co-author) / Spigel, Carlos (Co-author) / Meyer, Matt (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
General Motors is a well-established American company within the automotive industry. However, the industry is always evolving as new technologies, such as self-driving cars are introduced. This technology is predicted to have an impact on the current industry and change the way the world views transportation. General Motors cannot sit by as the technology is implemented if it wishes to continue to do well. Companies like Kodak made this mistake as the industry switched from film to digital photography. Kodak was too slow to react to the change and continued to develop and sell film-based products long after the technology became obsolete, which resulted in the eventual breakdown of the company. General Motors has already taken several steps in the right direction by purchasing Cruise Automation and allowing them to operate independently from the corporate brand. Overall, general public perception of this new technology is cautious, and most probably aren't ready for the high price that these self-driving vehicles will bring. Ride-sharing companies are the first adopters of this technology since they are able to pay the premium prices and can handle the testing of the vehicles. Private consumers cannot buy fully autonomous vehicles but can currently purchase vehicles with semi-autonomous capabilities, such as the Tesla Model S. These semi-autonomous vehicles come with a price that most consumers cannot afford resulting in low adoption rates. However, General Motors can resolve this slow adoption rate among private consumers by developing a new brand within its corporate portfolio under the name, Cruise, to develop, market, and sell self-driving vehicles to ride-sharing companies and commercial shipping companies. This brand will start out by exclusively selling to commercial entities before eventually expanding into the private consumer segment as costs become less prohibitive and adoption rates accelerate. This solution is designed to cement General Motors' position within the automotive industry and establish it as the go-to company for every self-driving need. This relationship developed between the company and the consumer will limit competitors and create a long, financially successful life for General Motors.
ContributorsKalmbach, Albert Christian (Author) / Arrfelt, Mathias (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Almost all surfboard wax on the market today is made of paraffin wax, a product made from crude oil. Paraffin wax is not an environmentally friendly product for surfers. I believe that there is a market for and environmentally friendly surfboard wax. My thesis/creative project will be to create this business and prepare it for launch. My main deliverable will be a business plan detailing:
• An Executive Summary
• Description of the Business
• Market Analysis Summary
• Sales and Marketing Strategy
• Company Management Summary
• Funding Plan
• Financial Projections
• Appendix if Necessary
By the time I defend, the ECO-Wax (Working Title) business will be ready to launch.
• An Executive Summary
• Description of the Business
• Market Analysis Summary
• Sales and Marketing Strategy
• Company Management Summary
• Funding Plan
• Financial Projections
• Appendix if Necessary
By the time I defend, the ECO-Wax (Working Title) business will be ready to launch.
ContributorsTingey, Cameron M. (Author) / Dietrich, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Complete Marketing and Implementation Strategy for an Exclusive Student Rental Car Company at Arizona State University
ContributorsO'Neill, Jonathan (Author) / Koretz, Lora (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2023-05
Description
The first chapter of the Seattle SuperSonics’ story is one full of pride, including a championship run in the 1970s, being one of the most popular teams of the 1990s, along with having an incredibly loyal fan base. The next chapter of that story is one filled with painful memories for those same loyal fans. In 2008, the team was stripped away from Seattle, eventually landing in Oklahoma City, leaving countless people heartbroken and a gaping hole in the professional sports landscape. For some people, that removal was where the story ended; for many, however, that was just the end of another chapter. The movement to bring the SuperSonics back to the city and their beloved fans began the day after the team left town, and has been going strong ever since. While the voices of fans cry out for a return, many critics say that a new team would no longer be able to flourish in Seattle, and that the NBA should stand pat where they are. This project seeks to determine the truth to that statement by investigating one central question: Should the Seattle SuperSonics be brought back to life? The question is viewed through a pair of perspectives over the course of this paper. The first is based in business, where I completed a thorough analysis that covers five major factors that are crucial to determining success. The second is that of the fans, which was accessed through a survey created to figure out what truly was important to them when looking at a new team. After these perspectives have been examined, the project will turn to the debate that asks which form of reentry would be more efficient for a rebuild: league expansion or relocation of a current franchise. I feel as though this topic is one that should be more well known across the realm of sports, and wanted to shine a light on it through this process. No fan would ever want to experience the kind of loss that comes with their favorite team being taken away, and I believe that acknowledging past failures can help leagues make better decisions in the future.
ContributorsKoufidakis, Nicholas (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05