Rocky Soccer Academy Case Study

841 Words 4 Pages
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 …show more content…
It is important that Henning retains his customers because the cost of acquiring one new customer is equal to the cost of retaining six customers. Henning needs to keep his message consistent with the older players because having a consistent message helps retain customers. Also, Henning needs to share his information with the coaches and the prospective new coaches so that he can be more viable to be successful. The second option to grow the Rocky Soccer Academy is to encourage his current customers to buy more. In this specific case, buying more is becoming more involved and going to more training sessions. A market strategy that would encourage customers to buy more is to implement a rewards system. The rewards system would offer the students a discount after every few sessions that they attend. Also, Henning could work on training his trainers to become devoted to generating relationships with his customers so that they are more inclined to be more …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

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