MANU Soccer Academy
Tom Owen, football fanatic, has been in a close personal relationship with the game his entire life. Owen came to the United States from the U.K. in 1998 after receiving a soccer scholarship. After graduating, his passion and desire for teaching the game to youth naturally has led him into the creation of a successful training camp. His Soccer Academy, MANU, has had great success in his Colorado hometown of Fort Collins. As we explore MANU we will look at many different factors – eventually advising Tom Owen on what his next actions in the market should be. By using the SWOT (strengths, weaknesses, opportunities, threats) analysis for the MANU Soccer Academy, Tom Owen will understand how to utilize the strengths and opportunities while avoiding the weaknesses and threats to its success. First we will review the strengths. The most noteworthy strength MANU Soccer Academy lies in their human capital, their instructors. Tom Owen himself has a natural talent for coaching, is very knowledgeable about the game of soccer, is charismatic, and has an easy-going personality that kids enjoy in an instructor. Tom Owen has been hiring instructors with similar qualities, thus creating a workforce that gives him a good competitive advantage and helps differentiate MANU’s services from other groups without such quality instructors. Another strength that MANU has is its market penetration in Fort Collins, population 110,000. Owen estimates that almost all competitive soccer players age 11 to 14 are aware of his program in the Fort Collins area. First let’s review the opportunities. The external opportunities for MANU are extensive. Soccer is the largest participation sport for kids and Fort Collins is a soccer “hotbed.” There are also several cities (Loveland, Greeley, and Longmont) totaling a population of about 220,000 people within 25 miles of Fort Collins that have very limited soccer training camps currently. These are markets that would offer low...
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