High Velocity Sports Final PP (MKTG 425)

High Velocity Sports Final PP (MKTG 425) - High Velocity...

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High Velocity Sports 46245 Michigan Avenue, Canton, MI 48188 (734) HV – SPORT http://www.hvsports.com December 12, 2011
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Overview I. HVS Highlights. II. Situational Analysis Current/recent Performance Environmental Analysis (PEST) Product Analysis I. SWOT II. Opportunity Analysis Ansoff matrix Market Penetration Product Development I. Objectives II. Marketing Strategy III. Action Programs “Velocity VIP” High Velocity “Pays Your Gas” High Velocity “Veteran Pricing” New Sports Offerings I. Timeline II. Evaluation of Marketing Plan
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HVS Highlights Indoor sports complex located in Canton, Michigan. Established in 2001 and is 110,000 sq. ft. Contains various sports courts and fields. Offers 8 sports and a variety of camps, clinics, and special events. High brand equity, but minimal advertising.
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Situational Analysis: Current Performance Estimated revenue for 2012: $631-$652k Sources of Revenue Membership (annual subscription). Participation Sports. Dynamic (indoor golf simulator). Variable (weekly, daily, & hourly activities). Charitable (Detroit vs. Canton P.D. charity event).
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Situational Analysis: Current Performance Continued Membership (Annual Subscription) Individual Membership – $15/year Family Membership – $30/year Employees 20 to 30 years old. Mostly young and part-time. Largest expense.
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Situational Analysis: Product Analysis Participation Sports: basketball, dodge- ball, flag football, futsal, indoor soccer, volleyball, and a golf simulator. Clinics: basketball, soccer, and volleyball. For kids: HV Sprouts and Lil Kickers. Camps: for kids during the summer and other school breaks.
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Situational Analysis: Product Analysis Continued Playgroups: twice a week for children ages 1-5. Fitness Classes: Zumba and yoga. Special Functions: birthday parties, field trips, lock-ins, team building exercises, corporate outings, and graduation parties.
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Situational Analysis: Environmental Analysis (PEST) Political- The Canton Township board members have been widely known for awhile to act favorably toward high revenue businesses.
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This note was uploaded on 01/29/2012 for the course MKTG 425 taught by Professor Staff during the Fall '08 term at Eastern Michigan University.

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High Velocity Sports Final PP (MKTG 425) - High Velocity...

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