Rocky Soccer Academy Case Analysis

Karl Henning, a native of the United Kingdom, came to the United States in 2000 to play soccer at the collegiate level. Karl would spend several years playing soccer, and he eventually worked for a sports marketing company. In 2006, Karl founded the Rocky Soccer Academy, which trained young soccer players through training sessions. Henning started small but saw rapid growth. Now, with the help of assistants, Henning trains around 600 kids per year. However, he wants to expand his business using different marketing strategies so that he can justify purchasing a new training facility. Marketing strategies involve identifying segments of consumers; selecting the segments that the company can serve most efficiently; and offering products to the market (Lascu & Clow, 2012). Henning currently has four options that need to be evaluated so that he can make the best decision for the future of the Rocky Soccer Academy. Henning’s first option is to try to increase the retention rate of his students by developing programs targeted at kids over the age of 14. His current retention rate is around 80 percent, however when the …show more content…
Currently, his market penetration with kids from 6 to 9 years old is not quite as strong as it could be. Therefore, he could develop new programs to better meet this group’s needs. A new program that he could develop could be that he would still train them in fundamentals of soccer, but he could also include character lessons during each session. Character education has unprecedented support by both teachers and parents (Beachum, Mccray, & Obiakor, 2013). A strategy to market the fundamentals and character lessons could be to contact local schools and perform programs for the students and their parents. These programs would generate more interest and provide the parents with the assurance that their child is learning about soccer and developing their character at the same