Manu Soccer - Case Study Essay Example for Free

Manu Soccer Case Study EssaySituational Problem gobbler Owen is working towards increasing his business and profit by the means of changing his current services and products or whirl new ones to meet his customers admits, or by keeping his current products and services the same, but offering them to new markets.S.W.O.T. AnalysisStrengths tom Owen himself is an asset in his knowledge of association football and his ability to get along with the kids hes teaching. Hiring instructors with similar qualities to create a good workforce. paw market penetration of the Fort collins area ensures that all soccer players age 11 to 14 are aware of his soccer program.Weaknesses manus dependence on Tom Owen in all of its functions offers little opportunity for him to expand to other locations.OpportunitiesThe close proximity to three large cities that offer limited soccer training camps.ThreatsSome parents may consider soccer as a luxury that can be eliminated in face of economic downturn and ripening unemployment.The emergence of new soccer training programs in direct competition with MANU.Market SituationApproximately 90 percent of MANUs customers live in Fort Collins which has a population of 110,000. Greeley and Longmont are ab fall out 25 miles away by interstate highway and have a population of somewhat 80,000 each. Loveland is a city that is also about 25 miles from Fort Collins and has a population of approximately 60,000.Competitive SituationThere is almost no direct competition for MANU in Fort Collins. The surrounding cities of Loveland, Greeley, and Longmont offer even less developed soccer programs.Target CustomerThe target customer for the MANUs services would be competitive soccer players from the ages of 11 to 14. However, the ultimate purchaser of these services would be the mother or father of the soccer player. This would necessitate the need of a market strategy that caters to both the parent and the soccer player.Potential resultant roles aug ment programs that are aimed at kids over the age of 14 since the majority of the kids apparent motion on to other sports upon reaching that age. oPro These kids are already familiar with Tom and are the most likely to sign up for programs in this age group. oCon more or less kids in this age group do not find soccer as likable as other sports and are unlikely to pursue soccer. Develop a marketing strategy to encourage more product purchases from his existing customer base. oPro Availability of good and recommended equipment would make soccer more appealing. oCon Extra cost can be a deterrent when the economy is bad. Develop new programs to cater to the 6 to 9 age group market of Fort Collins that is still low. oPro Having more children from this age group would ensure a larger, future enlistment from the 11 to 14 age group which has shown to already be comfortably large. oCon Children from the 6 to 9 age group are very different from the 11 to 14 age group and have to be t reated and taught differently.Tom and his instructors have proven to be more effective with the latter age group and would have to work up a way to be appealing with the younger age group. Develop programs to attract the kids of Loveland, Longmont, and Greeley. oPro These three cities have a combined population that is twice that of Fort Collins. Which in turn, offers the potential of Tom be able to triple his current enrollment. Also, these cities have little to no soccer programs in place that would be of major competition to Tom. oCon The 25 mile hold would be a large deterrent for m both parents to desire driving to. Tom cannot be at all of these places at once to supervise the programs.Recommended SolutionThe best solution for Tom would be the fourth option of expanding into the nearby cities of Loveland, Longmont, and Greeley. Considering his current good market penetration of Fort Collins, it would be unwise to evanesce his resources on trying to acquire more customers f rom this existing market rather than entering new markets. This course of carry out would also not require Tom to change or recreate his products, but to continue using what he is already familiar with.Potential Marketing StrategiesTom could offer his current instructors the demote to head up the MANU soccer programs in each of the new markets. Tom had already hired them based on their qualifications and personalities being similar to his own. This course of action would not require Tom to be in four places at once, but the close proximity would pass on for him to stay involved. Tom could reach out to any of the existing soccer programs in these towns and offer them the opportunity to sign on with him if he found their instructors to have a compatible program to his own. This would allow an easier entrance into these new markets as the current soccer programs already have a customer base to work with and build on. This would also decrease any potential competition he may have had to contend with upon entering these new markets.