Soccer Academy

Case 3 #- Rocky Soccer Academy Name: Karan Trivedi

Rocky Soccer Academy is a successful youth soccer-training program. Henning wants to grow his business enough to reach his strategic goal of building a better training facility for his business to occupy. Henning realizes he needs to double his business in order to support this goal.

Henning has thought of several strategies to do so but before evaluating his marketing strategy we need to understand the current marketing mix

1) Product – Rocky Soccer Academy

2) Place – Fort Collins, Colorado

3) Promotions- Blue jersey for kids joining the academy

4) Price- different prices for different age groups.

The strengths of Henning’s academy are that they have a well-known name in the market and a very high retention rate. The problem is, it’s difficult to retain kids after the age 14 as they get involved in other activities. One way to have higher retention is develop programs, which will attract the age group above 14. Henning can change his product from an only soccer academy to a sports academy, which also includes some other sports. Summer camps geared toward a general sport theme as opposed to just soccer might appeal to the older kids that are involved in various sports and want to stay fit and sharp over the summer months. Henning should gather market research from his current customers about interest in such programs and then hire few more coaches specialized in these programs.

Another way of marketing his academy and attract more customers is by offering a complete sports package. The package will include 6-8 weeks of summer training, which includes all sports, soccer, football and baseball. Furthermore, Henning can have different levels beginners, intermediate and elite. Each participant must complete all 3 levels to qualify for a certificate. Each level can have its own pricing structure, which can be paid over a course of 3 payments. By offering several different programs at...