Marketing class

Marketing class

 

plz work the case carefully and follow the request. also, you can see the Criteria at the bottom of the world doc. thanks

any resources you like except for another student. This is an individual assignment. Turn in your work in the assignment link in ICON using double space, complete sentences, proper grammar and spelling. Scott Phillips came to the US from the UK in 1996 on a soccer scholarship. He grew up playing soccer on many competitive teams through high school and had a brief professional career in England. When a US college recruited Scott to play soccer, he thought it would open his life to a grand adventure. That adventure changed his life. While in college Scott met his future wife, Jessica, who also played soccer. She graduated a year ahead of him and went to Fort Collins, Colorado, where she played on the semiprofessional Fort Collins Force women’s soccer team. When Scott finished college, he followed Jessica to northern Colorado. Jessica was captain of the force and worked for the marketing company that owned the team.Scott got a job at a local meat packing plant, but soccer was his passion. He made the practice squad for the Colorado Rapids Major League Soccer team, but injuries cut his professional career short. Another passion for Scott became teaching kids’ soccer. He has a natural talent for coaching. Scott is charismatic, kids enjoy his easygoing demeanor and British accent, and he really knows soccer and how to teach the game to youngsters.In 2002, Scott formed the Fort Collins Soccer Academy (FCSA). At first he trained small groups of players ages 7-14. He grouped them by age, gender, and skill and conducted training sessions for small groups of 5 –7 at a time at a local park. The first kids he attracted came by word of mouth as they quickly told friends and teammates about “this British guy” who teaches soccer and makes it fun. His small after-school camps quickly grew to include more than 50 kids. Word continued to get around, and by the following summer Scott conducted 10 different camps and quit his job at the meat packing plant. He also trained 11 different FCSA 3v3 soccer teams that competed in tournaments across the state and nation during the summer, with one winning a national championship. To keep up with the rapid growth, Scott brought a few friends over from England to assist with training. Angus Lister moved to the US to become Scott’s assistant director of coaching. Scott and Angus planned to work year-round as trainers and hire a couple of local coaches to help them conduct training sessions. During the summer,he added a couple of local college players and a few former teammates from England. The summer season works well for his British mates, because that is the off-season for those still playing professionally. Scott is confident he can hire and train more coaches if he needs them to handle future growth.Youth soccer is big in Colorado and in much of the US. It is the largest participation sport for kids. Fort Collins is a soccer hotbed, and this has helped Scott’s business grow. He now trains about 600 kids per year. But he has even greater ambitions. For example, he would like to build a training facility; the space he currently rents is not always well suited to soccer. Scott has decided to seek out an investor to help fund the development of the training facility. He will be making a sales presentation to a group of investors with the hope of securing funding to build a training facility.He will need to include information covered in the following questions. 1. Analyze Scott’s situation using a SWOT analysis. A bullet point list is OK. 2. Identify three different customer segments for the Fort Collins Soccer Academy (FCSA) and describe each segment. 3. Define competition and explain who the competitors who or what the competitors are for FCSA. 4. What does the customer purchase decision process look like for Scott’s customers? Identify at least two areas where their decision can be influenced by marketing tactics. 5. Develop a list of five customer discovery interview questions for Scott to ask potential customers. Describe the purpose and importance of customer discovery for a start up Rubric: Criteria Ratings Pts This criterion is linked to a Learning OutcomeQ1- It is clear that the meaning of SWOT in understood (strengths, weaknesses = internal and opportunities, threats = external) and the information was classified appropriately. There are three or more points in each section. The answer has no typos or 5.0 pts spelling and grammar mistakes. This criterion is linked to a Learning OutcomeQ2- It is clear that the meaning of segment is understood (segments are groups of customers that have the same need or problem and will respond to a similar offer). The answer identifies three distinct segments and describes their need and who they are. The 5.0 pts answer has no typos or spelling and grammar mistakes. This criterion is linked to a Learning OutcomeQ3- Competition is clearly defined (competing offers for a customer’s resources including the status quo and doing nothing). Answer identifies at least three 5.0 pts competitors. The answer has no typos or spelling and grammar mistakes. This criterion is linked to a Learning OutcomeQ4- The five steps of the customer decision process (problem identification, information search, alternative evaluation, purchase decision, post purchase behavior) for FCSA is clearly outlined. Two areas are identified where the consumer’s decision could be 5.0 pts impacted through marketing. The answer has no typos or spelling and grammar mistakes. This criterion is linked to a Learning OutcomeQ5- Answer includes five open-ended (no yes or no) customer discovery questions. Answer discusses that customer discovery is important for startups because through interviews they become the expert in their customers in a way that is not possible through other tools. 5.0 pts …
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