Marketing - Idea Strategies

Evaluate Owen’s different options for growing MANU’s customer equity. Develop a set of marketing strategy ideas for each of the options. What could Owen do for market research to better assess his options?

Current retention rate is pretty high: about 80%. However, when the kids reach 14 or 15 years old, other high school sports and activities make them less interested in extra soccer training. One option is to try to increase retention by developing programs targeted at kids over 14.

I don’t think that Owen would benefit greatly from targeting kids over 14. By the time they reach 14 they are old enough to decide whether they would like to continue playing a sport or not. If they still desire to play the sport they will. However, I think that Owen could offer special programs for the older kids that are still interested in soccer that are more challenging. Maybe he could offer one-on-one sessions to help individual players strengthen their abilities and possibly prepare for a college soccer league.

Another option is to develop a marketing strategy that would encourage his current customers to buy more. He wonders if they have other needs that he might be able to serve.

Owen could also offer this age group special one-on-one training sessions or advanced soccer challenges to improve their skills. In addition, Owen could offer concessions and possibly offer the option to purchase soccer uniforms as well as shoes and any other accessories through his business. They could also sell T-shirts or other ‘souvenir’ type items for friends or family of those children competing in tournaments. Parents in particular might like to have a T-shirt that they could wear to support their child in a tournament.

Owen could try to grow the business by entering new markets and acquiring new customers. His market penetration with kids 6 to 9 years old is still quite modest. He might develop new programs to better meet this group’s needs.

I think that it would be a good...