Tom Owen is working towards increasing his business and profit by the means of changing his current services and products or offering new ones to meet his customers' needs, or by keeping his current products and services the same, but offering them to new markets. S.W.O.T. Analysis
•Tom Owen himself is an asset in his knowledge of soccer and his ability to get along with the kids he's teaching. •Hiring instructors with similar qualities to create a good workforce. •MANU's market penetration of the Fort Collins area ensures that all soccer players age 11 to 14 are aware of his soccer program. Weaknesses:
•MANU's dependence on Tom Owen in all of its functions offers little opportunity for him to expand to other locations. Opportunities:
•The close proximity to three large cities that offer limited soccer training camps. Threats:
•Some parents may consider soccer as a luxury that can be eliminated in face of economic downturn and growing unemployment. •The emergence of new soccer training programs in direct competition with MANU. Market Situation
Approximately 90 percent of MANU’s customers live in Fort Collins which has a population of 110,000. Greeley and Longmont are about 25 miles away by interstate highway and have a population of approximately 80,000 each. Loveland is a city that is also about 25 miles from Fort Collins and has a population of approximately 60,000.
There is almost no direct competition for MANU in Fort Collins. The surrounding cities of Loveland, Greeley, and Longmont offer even less developed soccer programs. Target Customer
The target customer for the MANU's services would be competitive soccer players from the ages of 11 to 14. However, the ultimate purchaser of these services would be the mother or father of the soccer player. This would necessitate the need of a market strategy that caters to both the parent and the soccer player. Potential Solutions