Wesley Diekens established the NOCO United Soccer Academy in 2006. He is a soccer coach who trains children in Northern Colorado. He has typically rented not always the best spaces to train the children in. Diekens is looking to build a training facility of his own or expand his business to other small cities within twenty-five miles of Fort Collins, where ninety percent of his current customers live. In order to expand his business, he needs to develop a well-developed market strategy.
In order to develop a market strategy, Diekens must specify what his target market is. After that he must develop a marketing mix. He must look at the four variables: Product, Place, Promotion, and Price. Diekens product would be the service of training
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children how to play soccer. When brainstorming about place, he must decide where he would like to locate his facility and where he would like to provide his services. He has to decide if the parents that live further away from Fort Collins would be willing to drive far distances to take their children to soccer practice. Diekens should then decide how he is going to promote his business in order to expand it. Then, he should develop a competitive price for his services. He could offer discounts to new customers or reduced prices for a long-term membership. Diekens would need a S.W.O.T.
analysis, where the strength and weaknesses of his current company are determined and threats regarding the competition in the soccer industry are evaluated. One of his strengths would be that he has a customer retention right of eighty percent. A weakness of Diekens would be that his market penetration for children ages six to nine and fourteen and over are quite modest. His opportunities would be that attention to youth soccer is growing and he could possibly expand his academy to surrounding cities. Other soccer training programs in and around the area pose a threat to Diekens. He needs to figure out a way to find more customers whether it’s expanding to more locations, encouraging customers to buy more, or targeting new age groups. Diekens knows a few directions he could to take in order to accomplish his …show more content…
goal. One of the first issues Diekens has recognized is that children fourteen to fifteen years old are less interested in extra training due to high school sports and activities. He needs to create a program that targets these age groups. One possibility is to create a weekend program; on Saturday morning for an hour or two the children could meet up and practice. He could also get in touch with the high school and train the players extra time outside of school practice. He could get college scouts to even come watch them play and practice. This would increase business popularity at high school level and even college level. A downside to this is that the children might not wake up on Saturdays for practice to do the extra training. Secondly, Dickens thought of the idea of developing a marketing strategy that would encourage his current customers to buy more, because he could then provide other needs to customers so they would not have to look elsewhere for them. He could create a sports shop where he can sell soccer gear, uniforms, shirts, etc. This would provide more goods and services to the customers. A downside to this idea is the fact that there are already other companies out there and the customers might have brand loyalty to certain places. Another issue Diekens has is that he needs to attract a younger crowd from the ages six to nine years old.
He could do this by offering an introductory program for younger children and give out discounts to new customers. When the children are younger, this develops a relationship sooner so they may stay as life long customers. He could also set up camps in the summer for younger children that include soccer and other activities. Lastly, Diekens came up with the idea of expanding his business by serving more children from Loveland, Longmont, and Greeley. These are surrounding cities within twenty-five miles who have limited soccer training. In order for him to grow his business he needs to gain brand recognition, which means he needs to get as many people in Northern Colorado into his program. Diekens could possibly start a bus service that travels the children back and forth to Fort Collins from long distances so the parents save time and gas. He could charge a low bus fee monthly; this would keep the parents happy because they would not have to drive out of the way and the children would be happy because they are able to participate in the training.
Diekens has many opportunities to make his business a success. He has the coaches, the children, and the money. All he needs to do is start spreading his training program across the state and eventually across the country. He has met all of his objectives so far when it comes to building his business. NOCO United
Soccer Academy is a growing soccer program. If Diekens takes these issues and develops ways to expand his business then NOCO will go a long way. It is going to take time, money, and hard work, but Diekens has a goal and he is already on his way to achieving it.
Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.
Figure out the typical customers is the first marketing strategy. Business should find the right customers who would by your product and tailor and focus its marketing effort toward them. Thus, this target market represents the group of customer offering greatest opportunity.
are also many openings for trainers in the high school level. The down side to
Recently I watched a T.V. show called The Profit and recognized some similarities from the current Marketing chapter discussed in class. The current episode was about a company called Bentley’s Corner Barkery, which is committed in providing all-natural pet food and treats for their customers. The episode highlighted how Bentley’s Corner Barkery was struggling and not reaching all of their potential customer base because of its marketing structure among other poor managing and financial elements. Before Marcus Lemonis (he is the investor) the company marketing strategy was the quality of product will attract customers. Marcus Lemonis immediately ask for the company’s mission statement and help the owners identify their target customers by segmentation.
To satisfy my curiosity and gain a broad understanding of athletic training, I chose to interview my boss, Pete Stevens. Pete is employed by Physiotherapy Associates, a nationwide corporation that specializes in physical/occupational therapy, athletic training, and fitness/sports training. He has worked there for three years. He is currently the Head Athletic Trainer for The Arizona Rattlers. Pete received his undergraduate degree in Athletic Training at Boise State University in Idaho, followed by a graduate degree in Recreation from Arizona State University. He is currently considering additional education to become a Physician’s Assistant.
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
have focused on sports in an organized setting, for younger age groups, and have involved
For the past five years I have been fortunate enough to have a job as a tennis instructor for the Scituate Youth Center. The Scituate Youth Center is a non-profit organization that offers various sports clinics and programs to anyone between the ages of four and seventeen. It has been around for over 40 years, and currently has over 2000 kids participating in its programs. Each program is run by primarily high school and college aged individuals under the guidance of the head athletic director. The members of the executive board for this organization are all unpaid volunteers that are responsible for the facilitation of the programs, and ultimately are the main reason why the organization has had such a large impact on the community.
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
The class syllabus touched on how "International Management Group is considered the prototype sports marketing and management agency." After reading this book, understanding how Mark McCormack came to be the recipient of such praise was not hard grasp. The business lessons laid out in stories are practical, serving as excellent way to teach the reader and at the same time entertaining, keeping the pages turning. What They Don't Teach You at Harvard Business School touches on a broad spectrum of subjects creating diversity and leaving something for everyone.
Outdoor Adventure Paintball Park is experiencing a variety of problems related to its management. The primary issue with the company is that it was designed without a critical consideration for growth and this has led to internal issues such as lack of direction and inappropriate staffing. The following management plan provides a blueprint for directing the company and better utilizing its resources.
Once a business has successfully completed segmentation based on the market into various groups the targets will be chosen. As we all know no one unique strategy will be able to appeal to all consumer segments therefore being able to come up with different strategies for specific targets are a vital aspect of marketing.
Choi Joon Seo, a 31-year-old Korean who worked as regional marketing manager for Nike in Hong Kong, resigned his job so he could pursue his dream of building his own sports marketing company. (Jung et al. 2000)
In writing the business plan, I determined our target market and our marketing strategy to gain a share of the market. I also had t...