Manu’s Soccer Team

Q. Evaluate Owens divers(prenominal) options for out bring aboutth MANUs customer equity. A. The case presuppose everywhere gave us four options that Owen is dep expirying for ways to modernize his customer equity. picking 1 emergence retention among kids over 14 geezerhood old. This option is tough because once kids defecate started in high gear school and stick involved with school activities, it is hard to provoke them to march on playing soccer in a non-school league. Many times, they school coaches/t separatelyers pull up stakes ding the students for missing grainys or events at school so kids willing elect to miss a non-school related game vs. issing a school-related event because it affects their grades. Option 2 Encourage customers to buy more. I odour that Owen has offered a lot of variety in his academy offerings. Im non sure what else he could add to pee-pee enough ROI on other results. Option 3 Grow the business by enter forward-looking markets a nd acquiring newborn customers. This option talent be doable if Owen is able to hire more race to supporter him manage the computer programs at the different locations. He messt be everywhere at once.Option 4 coif more kids in surrounding markets such as Loveland, Longmont and Greeley. Owen will need to check out how best to serve these kids. chassis a program within their market, or have them commute to fortify collins? Q. Develop a rank of merchandising scheme subjects for each of the options. Option 1 marketing strategies for increasing retention among kids over 14 years old. I remember this option will be difficult, unless Owen could try to start close to programs for high school kids that involve refining their skills in order to prep are them for possible soccer scholarships.I capability be able to generate a program around the idea of preparing the kids for college soccer, dower them understand soccer scholarships, lot them understand how to be success ful in making a college team, etc. This strategy might attract the parents so that they cumber their kids in the academy programs with the hopes that they will score an inside scoop on remunerative for college, getting into certain colleges of preference, and just helping their kids make the college teams. Option 2 Marketing strategies for encouraging customers to buy more.Although I sound off Owen has a lot of products in his product line already, he might consider looking at his incitering. He already has a great word-of-mouth reputation in Fort Collins. Maybe he could come up with a logotype and brand name for his academy that pot will recognize. If he uses this brand on all of his advertisements, paperwork, and signage, then more great deal will begin to recognize his product. This will not only bring likely customers to his door, but it might excessively help to spread the word about his academy to other nearby markets.He might also speak out about giving apart/sel ling shirts for his academy with this brand and logo on it. If parents and kids are wearing them, they are spreading the word for free to more people. Option 3 Marketing strategies for entering new markets. Branding is the key to pathetic to new markets, I think. I think Owen must get a brand in place in Fort Collins and then begin to sense of smell out the new markets for recognition and fire in his product line. Option 4 Marketing strategies for serving more kids in the surrounding areas.These markets might be easier to deflower into than the markets further from Fort Collins. However, I cool it think branding is very pregnant to this strategy as well. I think that Owen needs to get his brand in place and then entice some of the kids in nearby markets to his program. He should keep track of how many kids from these nearby areas are attending. Once he gets to a designated arrive of participants from each area, then he thunder mug think about opening a satellite program in those areas to upraise more customer satisfaction among those families.Q. What could Owen do for market research to better evaluate his options? A. Owen needs to do a devise analysis in order to epitome out his products strengths, weaknesses, opportunities and threats for each of these new options. He needs to let some way to research these options with his genuine customers and potential customers in the markets that he is opinion about working in. He might conduct surveys via email with a takeed set of potential customers.He might speak at parent meetings held at schools in the new markets he is trying to develop to examine what level of lodge in might be available. Owen might also offer program samples in the new markets where he wants to grow his business. In other words, he might offer an off-season 2 day camp, or 1-day camp program for kids in his target market. At the end of these programs, he can survey the families on future interest and he can assess the success of the sample programs by the number in attendance and the attitude of the kids and families during and at the end of the programs.