Comprehensive good teacher and kids enjoy his

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Comprehensive Case Study

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This case study is about Karl Henning, a soccer player who came to United States, followed his passion and founded a soccer academy in order to train the young kids. Karl was a really good teacher and kids enjoy his way of training. The academy seems to have great potential and future but Karl must improve his marketing and bring changes in the management of the academy. In this case study, what and how to improve the marketing strategy of the academy to increase the growth and profit is the main focus. 

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In a world of competition, every company has a strategy to use it. The company’s strategy is the company’s work plan to achieve its vision, priorities, success to compete and optimize financial performance and its business model. The strategy succeeded when the strategy led to the growth of the business, a strong competition and a strong financial performance. But, when the main strategy failed, the company had to change the strategy or prepare for losses.

Karl Henning came to the United States from the U.K .in 2000 on a soccer scholarship. He had a professional career in United Kingdom since he grew up playing soccer on many competitive teams through high school. After coming to UK, he got a job in local meat packing plant. He was passionate about soccer but could not continue playing because of the injury. Then he started training soccer to young kids. Then he founded Rocky Soccer Academy. Kid started liking his trainings and business boosted up rapidly. Now to grow more or expand the business, he have to take some serious decisions and make some changes in his strategies.

Through his hard work now his customer rentation is about 80 per cent. Most of his students are below 14 years old. The main problem is after 14 years old their high school sports and activities make them less interested in extra soccer training. One option is to try to increase retention by developing programs targeted at kids over 14.

The first option is to try to increase loyalty by developing programs for young people over the age of 14. Its advantages are that it has resources. Even the image of the company has a good reputation. The Henning soccer training academy is one of the few companies to offer soccer training. The problem is the loss of soccer interests among the youngster. Soccer is the least popular sport in America. Baseball, football and basketball are more popular among teens. The second option is to develop a marketing strategy that encourages existing customers to buy more current customers professionally acquired to buy more is customer loyalty and additional income that does not go into other markets. Henning is more attentive to his current customers. Cons can lose opportunities in other markets. The third option is to test the growth of the business by entering new markets and acquiring new customers from 6 to 9 years of age. The pros of this option is that customers who arrive at the age of fourteen and fifteen lose their interest and stop receiving football training, wanting children to move into new markets. It also has facilities and resources in the area. The judge may have Henning who should add staff to supervise new clients. The fourth option is to serve many children from Loveland, Longmont and Greeley. The four professionals in the selection are the closest town to Fort Collins and the population is 140,000.


There are many competitive football teams and very little football training, which means that football training is necessary. The difference is 25 miles from Fort Collins and the probability that the population is less like football. D. Encourage strength choices for the most vulnerable and explain why. Option 4 is the service of many children in Loveland, Longmont and Greeley. He was the strongest since Henning served places children. The population is higher than Fort Collins. The establishment of football is limited in the region.


He has many opportunities to publish his activities on football events in the region. Option 2 is to develop marketing strategies that encourage existing customers to buy more, which is the second most attractive in which they have a strong customer base. Improving products in this area strengthens customer loyalty and attracts new customers. Option 1 saves children 14 or 15 years old. This is a bad choice as it is more geared towards older kids and Henning has to compete with other games.



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