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Dicken Case Study

Good Essays

Dicken’s wants to grow his business and build a larger customer base. He has thought about several different options. His first option builds retention in his 14-15-year-old customer base by developing a targeted program. Developing a new program is a great idea. This is because at this age kids are involved in other activities making them less focused on competitive soccer. Dickens should design a program that does not involve competition and is purely recreational. The program should meet once a week in order to have an easy and stress-free commitment. The program should focus on fun scrimmages and teach the fundamentals of teamwork and communication, with less focus on tactile skills such as ball work. While form is important, it shouldn’t …show more content…

One of the best ways to reach new markets would be to create an after school program. He could advertise it being a safe place for kids to release energy, learn life skills and removes the need for a babysitter. Perhaps he could team up with the local school and see if there is a bus that passes by his field to drop the kids off Dickens could advertise around the surrounding schools and local parks. Also another idea to bring a variety of customers in would be to host soccer birthday parties. There are many strengths to this option. It relieves the hassle of parents trying to find a daycare, after school program, or babysitter. The kids can get exercise and release energy instead of sitting around. Plus the parents won’t have to worry about their child getting the exercise they need. The birthday party remove the stress of hosting and planning a party. If soccer is a popular sport kids would love to have a soccer themed birthday party. If Dicken’s idea goes according to plan he would raise the community awareness between ages 6-9 above the current 40%. Also according to Alaska Youth Soccer, kids age 6-9 only need to practice 1 day a week. This means if more kids become to like soccer it would not completely disrupt the soccer schedule. It would be easier to find coaches and a time slot to host these new customers. However, a weakness is …show more content…

He may not want to address all of them at the same time though. This way he can focus on getting each one right and so he won't overload himself with clients he can't handle. He might want to consider applying option one and three, first. This because they are the simplest, and have great potential to bring in more customers. It will add quality to his product. Adding a recreational teens program, an after-school program, and a birthday party program addresses a wide variety of soccer playing customer segments (the competitive, the recreational, the exercise segment). Once he has this finalized, he should begin merchandising. It might only be worth merchandising if Dicken’s can bring in more customers. This is why he should begin with option one and three. Finally option four should be done last because if he figures out new ways to capture customers in his own town, he may not need to take on new markets. Also he should test his new programs out on his loyal and already informed market first. This way if the program goes bad, there will be less damage done and it will be easier to win over these customers versus the ones that don’t know Dickens and his company. With these newly added programs Dickens should ensure is team is well trained and encouraged to ensure standard in his company. Most importantly, Dicken’s should do market research before

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