need help in Sports Marketing Plan homework. only plan 1 and 2 needed.
Momo07
example_of_the_work_needed.pdf
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DATE
Sports Marketing, Summer 2014 | Student Name
PICACHO
HILLS
COUNTRY
CLUB
TENNIS MARKETING PLAN
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Contents
DISCLAIMER ............................................................................................................................... 4
Executive Summary ....................................................................................................................... 5
Chapter 1: Purpose ........................................................................................................................ 8
Mission Statement: ................................................................................................................................. 8
Core Values ............................................................................................................................................. 8
PHCC Tennis Values: ............................................................................................................................ 8
PHCC Social Program Values:.............................................................................................................. 9
Strategic Goals & Objectives ............................................................................................................... 10
Financial Goals & Objectives .............................................................................................................. 10
Chapter 2: Sport Product ............................................................................................................. 11
Core Product ......................................................................................................................................... 11 1. Tangible Goods. ..................................................................................................................................... 11 2. Intangible Goods .................................................................................................................................... 11 3. Support Services. ................................................................................................................................... 11 4. Events. ..................................................................................................................................................... 11 Special Packages: ............................................................................................................................................... 12 Sport Enhancement: ........................................................................................................................................... 12 Amenities: .......................................................................................................................................................... 12
Product Extensions: Adult Tournaments:.......................................................................................... 12
PHCC Department Lifecycle ............................................................................................................... 15
Chapter 3: Place ........................................................................................................................... 16
Venue: .................................................................................................................................................... 16
Weather: ................................................................................................................................................ 16
Accessibility:.......................................................................................................................................... 17
Picacho Hills Country Club: ................................................................................................................ 17
Parking: ................................................................................................................................................. 17
Courts: ................................................................................................................................................... 18
Pro Shop: ............................................................................................................................................... 18
Chapter 4: The Market ................................................................................................................ 19
NATIONAL SPENDING AND DEMOGRAPHIC DATA ............................................................... 19
Project the Market ................................................................................................................................ 22 SWOT Analysis ................................................................................................................................................. 22
Direct Competition ............................................................................................................................... 26 Direct Tennis/Club Competitors: ....................................................................................................................... 26 Indirect Competition: ......................................................................................................................................... 26
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Chapter 5: Pick the Players ......................................................................................................... 27
Situational Analysis .............................................................................................................................. 27
Market Needs ........................................................................................................................................ 27
The Market: .......................................................................................................................................... 27
Chapter 6: Packaging .................................................................................................................. 29
Chapter 7: Positioning .............................................................................................................. 31
Imagery & Branding: ........................................................................................................................... 31
Chapter 8: Price ........................................................................................................................... 32
Lessons & Clinics: ................................................................................................................................ 32
Court Time: ........................................................................................................................................... 32
Ball Machine: ........................................................................................................................................ 32
Chapter 9: Promotion .................................................................................................................. 33
Advertising: ........................................................................................................................................... 33
Publicity: ............................................................................................................................................... 33
Technology: ........................................................................................................................................... 33
New Media/Social Media: .................................................................................................................... 34
Promotion/Inducements: ...................................................................................................................... 34
Public Relations: ................................................................................................................................... 34
Media Relations: ................................................................................................................................... 34
Licensed Merchandise: ......................................................................................................................... 34
Personal Selling: ................................................................................................................................... 34
Community Relations Programs: ........................................................................................................ 35
Corporate Sponsorship Packages: ...................................................................................................... 35
Chapter 10: Implementation & Evaluation ................................................................................ 36
Chapter 11: Marketing Time Line............................................................................................... 37
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DISCLAIMER
The purpose and scope of this informational report is to introduce the available subject matter
and provide a general idea and information on the issue of Picacho Hills Country Club Tennis
Department’s Marketing Plan. All the material included in this document is based on
data/information gathered from various sources and we can in no way ensure it as totally
accurate. Although diligence and due care has been taken to compile this document, the
contained information may vary due to any change or alteration in any of the concerned factors,
and again the actual results may differ substantially from the presented information. The New
Mexico State University Department of Marketing and Sports Marketing student(s) do not in any
way assume any liability for any financial or other loss resulting from this report when
undertaking the business activity described herein. The content of this report should not,
therefore, be relied upon as the sole basis for making any decision, investment or otherwise. The
prospective users of this report are encouraged to carry out their own due diligence and gather
any additional information considered necessary for making an informed decision. The content
of this informational report therefore does not bind the New Mexico State University Department
of Marketing or MKTG 2354 student(s) legally or in any other form.
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Executive Summary
he purpose of this “working and living” Picacho Hills Country Club Tennis Department
Marketing Plan is to help guide the current and/or any future Tennis Management Staff to
successful business, instructional, marketing, and financial practices. This document
should serve as a flexible “road map” as part of the planning and activities of daily business of
the tennis management process. Without an appropriate plan in place as a guide, the PHCC
Tennis Department and its staff risk going off course and potentially damaging business and
market opportunities and potential.
The PHCC Tennis Department seeks to leverage its staff talent to position itself as the standout
top tennis education, training, and playing facility in Southern New Mexico and West Texas. It
is imperative that in order to accomplish the aforementioned goals that the tennis staff position
themselves in managerial and administrative roles with the United States Tennis Association,
United States Professional Tennis Association, Southwest USTA, and Southern New Mexico
Community Tennis Association.
Positioning our staff in administrative positions with the aforementioned areas provide our club a
competitive advantage by further cementing our “professional” advisement credentials. It is
imperative that we not only seek to meet the needs of our current tennis market, but make
appropriate regional and national planning decisions to ensure that there will be continued tennis
growth and a future market.
In order to be the leading educational and instruction club in the southwest, PHCC staff should
position themselves as consultants to local high schools, middle schools, elementary schools, and
other local tennis programs on appropriate instructional techniques, methods, and tennis
mechanics—Educational Events. PHCC Tennis will also seek to be the leading club in social
events and tournaments. It is important that PHCC Tennis establish themselves within the Las
Cruces community—as a tennis and social destination. It is imperative that PHCC maintain its
status as the premier Country Club, serve its members, and meet their social and member needs
though member only events, clinics, and social functions.
These events, strong member base, and more importantly—amazing customer service and
satisfaction are the key factors to creating an identity within the community and our clientele.
Our clientele are the foundation of our business and marketing activities. Maintaining these
relationships and continuing to build and reciprocate value will provide PHCC Tennis the
competitive advantage required to sustain a formidable tennis program.
Our sponsors, our members, our students, our national governing bodies all rely on dedication to
service and commitment to tennis growth. This marketing plan seeks to meet the needs of
numerous audiences, provide options and services that appeal to a broad audience, while still
tailoring specific events that are geared to our Club’s Members.
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The current economic environment has been affecting most Country Club and Golf Courses
negatively due to the reduction in discretionary income available to a vast majority of the
population. It is imperative that in order to maintain our market we provide exceptional value to
our clientele.
The PHCC Tennis Department Marketing Plan seeks to:
1. Establish value added activities; 2. Uncover areas that can be improved; 3. Identify Market Opportunities; 4. Explicitly identify target audiences and their respective needs; 5. Who PHCC Tennis is and hopes to be; 6. Where PHCC Tennis wants to go; and 7. How PHCC Tennis will reach its mission.
This plan will contribute to the marketing goals of the PHCC Tennis Department. This
document should be reviewed annually, in light of changing customer and market needs and the
every changing economic climate. A cornerstone of the PHCC Tennis Department’s marketing
plan will be the intent to position our “brand” throughout our region so that tennis expertise and
excellence is synonymous with Picacho Hill. Every marketing and managerial decision should
promote and reflect our reputation of tennis excellence!
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Chapter 1: Purpose
Mission Statement:
he Picacho Hills Country Club Tennis Department seeks to be the premier and most respected
tennis club in Southern New Mexico and West Texas.
The TENNIS department aims to achieve its mission and directly continue to contribute to the
economic value of Picacho Hills Country Club by seeking to serve and meet the needs of all
interested children, adolescents, and adults irrespective of past playing history, physical or
technical ability they may possess. The tennis department holds absolutely no preconceived
expectations nor holds biases on skill or experience; we solely seek to meet the needs and
desires for tennis participation.
The tennis department has a commitment to the United States Tennis Association (USTA),
the Southwest USTA, and the United States Professional Tennis Association
Core Values The Tennis Department at Picacho Hills Country Club (PHCC) defines itself by its internal
values:
Tennis is a physical and psychologically demanding sport. The technical modifications and
increased demands of player training, mental toughness, strategic planning, and variety of
shot making abilities drive the PHCC Core Value of Play to Win.
PHCC Tennis Values: 1. Learn to hit, and then learn to play. PHCC Tennis focuses on incremental
advancement of skills, focusing initially on mechanics, then on strategy.
2. Strength Promotion. PHCC Tennis does not believe that players should ever feel there is a weakness with their mechanics or game. We seek to create an individualized
development plan that places most of a player’s resources on their strength maximization;
we also provide methods to minimize any form of perceived mechanical, physiological,
or psychological inefficiencies.
3. Technique. Tennis is an evolving sport. We believe in technique and strategic modification. We seek to assist our patrons in learning about their personality, playing
style and abilities to personalize winning playing patterns.
4. Control. We focus on the 5 degrees of control: Spin, Speed, Placement, Depth, and Net Clearance to promote participant success.
5. Variety. We strive to expose our patrons to as many alternatives as possible. This includes courses, programs, and specialty clinics focused on increasing player shot
selection options, event participation options, and entertainment participation options.
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6. Play to Win. We focus on developing players who are self-sufficient and eventually do not require a coach or professional to guide them. We focus on creating players who are
able to think, modify, and adjust their games and styles to their environment.
7. Personalization. Each new member will receive a strategic planning session with a professional to assess skills, goals, and participant enjoyment that will allow each
member to customize their participation level and maximize membership value.
8. Progression. In accordance with each player’s personalization, it is important to the PHCC Tennis staff that every member is progressing in their level of participation and
more importantly their level of enjoyment. We seek to offer the best experience for each
client individually.
PHCC Social Program Values: 1. Atmosphere. We seek to create a very open and friendly and yet competitive
environment for our Adult, Junior, and Youth Participants. We wish to create an inviting
and welcoming playing, learning, and event participation environment.
2. Respect. We value our own individual personal differences and diverse cultural, racial, ethnic, political, socio-economic, and sexual orientation backgrounds. We seek to
maintain an accepting and inclusive environment promoting tennis participation and
growth. We promote tolerance, respect, and embrace diversity in our staff, clients,
customers, community, and tennis affiliates.
3. Integrity. Our tennis department operates with the utmost degree of honesty, trustworthiness, business and tennis participation ethics. We operate off the court as we
do on the court, by adhering to the Tennis Code of Ethics.
4. Teamwork. Our tennis department collaborates internally to maximize the value of our client’s experience. We also collaborate with our competition to coordinate schedules
and reduce event conflict. We also seek to advertise and promote each of our
competitor’s events. We do this with the hope, but not expectation that the internal
promotion is reciprocated to help promote LOCAL tennis participation as a whole.
5. Access. We seek to offer numerous free programs to the public, whether at our location or offsite to allow access to all youth and community members. We also seek to provide
adequate access to court time and event scheduling to provide an outlet for each one of
our members and hopefully for as many non-members as possible.
6. Innovation. We encourage innovative thinking and new ideas. We are constantly seeking to meet every need that our clients have. We are open to all suggestions or
requests and do our best to fulfill these needs. This includes the creation of new
programs, offering teaching lesson options, event options, social engagements, and
products that are new on the market for our patrons to demo.
7. Adaptability. We promote self-sufficiency in our clients and promote staff and departmental adaptability to changing weather, economic shifts, scheduling difficulties,
or new ideas.
8. Social Responsibility. It is our responsibility to contribute to our sport and promote its growth internally. This means we shall provide numerous community give back and
fundraisers to help promote school programs, high school development, local tennis
participation, and national participation. We shall also seek to promote socially
responsible activities focused on social benefits.
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Strategic Goals & Objectives
PHCC Tennis seeks to position itself as the premier Tennis Club in Southern New Mexico and
West Texas by using the following guiding principles:
1. Foster support for tennis within the local community. 2. Promote respect, sportsmanship, and fair play. 3. Promote and encourage accessibility, inclusion, and equity for all tennis members. 4. Encourage the improvement of local youth talent in Southern New Mexico and West
Texas with the view to increase player success at the national and international playing
arena.
5. Focus on promoting participation and membership in the United States Tennis Association.
6. Promote and encourage the participation of all tennis members in local tennis programs irrespective of skill level.
7. Provide a large variety of events, tournaments, and instruction that increase club awareness, but more importantly provide opportunities for local participation.
8. Promote the increased presence of our senior population in sport and physical activity. 9. Create learning and playing environments that fosters friendship and community
bonding.
10. Provide a good value for the services rendered.
Financial Goals & Objectives
PHCC Tennis seeks to maximize tennis participation, membership, tournament entries, and
instruction.
1. Accomplish Program Goals within the allocated annual budget. 2. Minimize Operating Expense
a. Administration Expenses b. Facility Management Expenses c. Event Expenses d. Entertainment Expense
3. Maximize Funding Strategies: a. Club Tennis Membership Participation Fees b. Event Fees c. Tournament Participation Fees d. Non-Club Member Fees e. Corporate Sponsorship f. Instructional Fees g. Donations
4. Grow Tennis Budget Surplus. 5. Provide financial support to top local talent.
a. Tennis Scholarships through i. USTA Funding
ii. PHCC Tennis Department Donations 6. Establish a PHCC Tennis Scholarship.
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Chapter 2: Sport Product
Core Product The PHCC Tennis “Experience” is a multi-diversionary product. It is comprised of:
1. Tangible Goods. a. Tennis Facility b. Players & Spectators c. Country Club Facility
i. Club ii. Golf Course
iii. Pool iv. Restaurant v. Bar/Lounge
d. Sport Products and Accessories i. Apparel
ii. Shoes iii. Racquets iv. Racquet Stringing v. Balls
vi. Accessories 2. Intangible Goods
a. Player/Spectator Emotion Response(s) i. We will focus on building emotional connections with players and making
each player’s experience relevant to their overall cohesion and
identification to the club and its teaching and service philosophy.
b. Client Experience i. Each person who interacts with the Tennis Department staff should feel
that that staff member made an effort to get to know them and identify
with them on a personal basis. The staff will make an effort to
communicate, contact, and include every member/client into social
exchanges. This means networking and following up.
c. Memories i. The tennis department will seek to create “memory” walls. During events,
our staff will photograph our members and participants in action. We will
then post these pictures up on our website, publish in our monthly
newsletter, and post on our PHCC Bulletin Board on a monthly basis.
3. Support Services. a. Instruction b. Group Coaching c. Mental Training d. Physical Conditioning
4. Events.
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a. Adult Academy b. Junior Academy c. Sport Camps d. Member Only Events e. Tennis Participation Events f. Tennis Spectator Events g. Social Participation Events h. Charity Events i. Fundraising Events
Special Packages:
1. Grand Slam 2. Master 3. Challenger
Sport Enhancement:
1. Video Analysis 2. Speed and Agility Conditioning 3. Mental Training
Amenities:
1. Match-Arranging 2. Ball Machine 3. Racquet Demos 4. Racquet Restringing 5. Court-Time 6. Pro Match Analysis
Product Extensions: Adult Tournaments: 1. Wooden Racquet Tournament
a. PHCC will offer a nostalgic weekend tournament where participants must be dressed in all white, prizes given to the best-dressed “classic” players. Wooden
Racquets will be encouraged and PHCC will provide equipment where needed.
2. TenCap Tournament a. In order to create an inclusive tennis environment for all playing levels PHCC
will offer a TenCap Tournament. This tournament plays by all USTA rules,
except prior to entry each participant will be required to have a USTA generated
NTRP rating or a PHCC Tennis Pro NTRP rating. Unlike most playing level
events (i.e. 3.5, 4.0, 5.0), this will be a combined level tournament. Each
participant will be provided with a designated number of “free” points based on
the official TenCap equalizing systems to use at their discretion during a match.
3. Valentine’s Day Mixed Doubles Tournament a. PHCC will create a Valentine’s Day or Weekend Mixed Doubles Tournament, the
tournament will offer dinner prized to winners/runner-ups for all events except the
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“Mixed Open”. The Mixed Open will offer cash prizes for the winning team and
runner-ups.
4. DATT Tournament a. PHCC Dinner and Team Tennis (DATT) Tournament will be a member only
event. It is structure around World Team Tennis Rules. This is a free member’s
only event. We shall host dinner at our club following three rounds of team tennis
play.
5. Battle of the Clubs a. The PHCC Battle of the Clubs is a fundraising event for our PHCC Tennis
Association. It is a team-tennis formant tournament held over 3 days at various
levels. One no-ad scoring for: Men’s Singles, Women’s Singles, Men’s and
Women’s Doubles, and two Mixed Doubles matches. Each team consists of at
least six players, but teams may have more. The tournament includes dinner,
player party, lunch, prizes, and silent auction.
6. ½ Court Singles a. In order to accommodate any of our members who have any physical limitations
that prevent them from competing or playing in full court singles matches, a
modified tournament where each player will only be responsible for ½ of the
court and rallies will be played ½ court to include doubles alleys. This is a
popular event for our “older” clientele who no longer have the physical
capabilities to play singles, but still maintain the single’s urge!
7. Century Tennis a. Our century tournament rules do not require an NTRP level. This is an open
event for members and member guests only. In order to qualify for this doubles
tournament, the combined age of the doubles pair must equal or exceed 100 years.
8. PHCC Adult Grand Prix 9. Susan G. Koman
a. This community relations tournament is open to the public. All revenue will be donated to the Susan G. Koman foundation for breast cancer awareness and
research. PHCC Tennis Department will secure and utilize “pink” balls for this
NTRP singles, doubles, and mixed tournament. The tournament is also open to
juniors who have a USTA NTRP rating or have been rated by a PHCC Tennis
Pro.
Junior Tournament:
1. Father/Son 2. Mother/Daughter 3. PHCC Junior Doubles 4. PHCC Closed 5. Southern New Mexico Junior Open
Social Activities:
1. Spring Fling-Adult Mixer 2. Tennis & T-bills 3. Breakfast @ Wimbledon 4. French Toast & Tennis 5. Tennis Racquet Days: Head, Wilson, Yonex, and Dunlop Days 6. Wheelchair Tennis
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7. Eleven Elvish Days of Tennis 8. Pro Exhibition
Education:
1. Health & Wellness Seminar 2. Tennis Injury Prevention & Rehabilitation Hour
Leagues:
1. Men’s League a. PHCC USTA League b. Member’s Only
i. Singles ii. Doubles
2. Women’s League a. PHCC USTA League
i. Singles ii. Doubles
3. Tri-Level League a. PHCC USTA League
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PHCC Department Lifecycle The PHCC Tennis Department is an established entity who has reached the maturation portion of its product lifecycle. It is the tennis
department’s goals to prevent any form of decline that may occur though consumer perceptions of service value of the department, its
programs, events, services, and staff.
Figure 1- Product Lifecycle
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Chapter 3: Place Venue: The Picacho Hills Country Club Tennis Department is situated in the foothills of Picacho
Mountain overlooking the Mesilla Valley, within the City of Las Cruces in Dona Ana County in
Southern New Mexico.
Weather 1 :
According to the Las Cruces Visitor and Convention Bureau, the
city has approximately 350 days of sunshine a year. Average
temperature in the spring is 85 degrees, summer 95 degrees, fall
85 degrees, and average winter temperature is 65 degrees. Las
Cruces receives an average of 8.5 inches of rain per year and no
more than two inches of snow in the winter. This is perfect
weather for outdoor activities, specifically tennis!
1 Las Cruces, New Mexico facts & figures. (n.d.). Las Cruces, New Mexico CVB. Retrieved November 17, 2010, from
http://www.lascrucescvb.org/html/las_cruces__new_mexico_facts__.html
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Accessibility 2 :
The Tennis Courts and Club are accessible to
travelers and local residents through proximity
to:
1. Interstate 25
2. Interstate 10
3. Las Cruces International Airport
The major highway that connects to and
intersects both interstates, and acts as the
primary access road to the club is Picacho
Avenue. Picacho Avenue is a 4-lane highway
and makes traveling to and from the club quite
accessible and effortless.
The minor road networks are Picacho Hills
Drive (which bifurcates into Picacho Hills
Drive and Barcelona Ridge), Via Norte, and Via Campestre. Accessibility issues may arise from
road infrastructure because the aforementioned minor roads maintain low driving limits and can
become congested due to golfer crossings and residents. The roads are thoroughly marked with
signs and arrows to direct people to the club. Currently, Barcelona Ridge is undergoing
expansion through new housing development and will end at the Picacho Hills International
Airport, further increasing Club accessibility to travelers.
Picacho Hills Country Club: The tennis facility operates as a division of the Country Club. Other notable features of the
department are:
1. Swimming Pool
2. Golf Course
3. Driving Range
4. Restaurant, Lounge, and Bar
5. Golf Pro Shop
6. Snack Bar (located next to Golf Pro Shop)
7. Massage Services
Parking: The tennis department shares the parking lot with the Country Club and driving range. In 2008,
the club’s parking lot underwent a redesign and new pavement and painting. The new lot
features a “lower” level parking space that can accommodate approximately 200 vehicles and an
“upper” unpaved lot that can accommodate approximately 30-40 vehicles.
2 Map Image was crafted by the author of this document utilizing the mapping software of Google Maps.
Google Maps. (n.d.). Google Maps. Retrieved November 17, 2010, from
http://maps.google.com/maps?hl=en&expIds=17259,25907,27384,27412,27551,27606,27630&sugexp=leprodeca4&xhr=t&cp=2
7&rls=com.microsoft:en-us:IE-SearchBox&wrapid=tljp129003996109100&um=1&ie=UTF-
8&q=picacho+hills+country+club+las+cruces+nm&fb=1&gl=us&hq=picacho
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Courts 3 :
PHCC offers six outdoor-lit hard court
cushioned tennis courts with fantastic
views of the Mesilla Valley. Courts are
available for play from 6:00 am until
10:00 pm by reservation for all
members, unless otherwise noted.
Tennis reservation is prioritized by
teaching, lessons, club tournaments and
activities, member leagues, member
social activities, and all other functions.
Pro Shop: The PHCC Tennis Department Pro Shop is located south of the Tennis facilities off courts 1 and
2. The Pro Shop features a viewing deck equipped with four lawn tables and chairs. The Shop
has an attached storage facility for teaching equipment, maintenance equipment, excess
inventory, and miscellaneous items. The shop consists of an open-air atmosphere featuring a
couch, lounge chairs, and television in one section, an executive board desk and chairs in another
section, and the offices of the teaching pros at another. The equipment, apparel, and accessories
are located along the west and east walls of the shop.
The Pro Shop offers access to:
1. Racquet Rentals/Demo 2. Racquet Stringing 3. Apparel 4. Accessories
The PHCC Tennis Department offers limited licensed merchandise. Apparel & Accessories are
purchased at wholesale costs through various retail vendors and resold at retail prices. The
majority of the apparel and accessories are women’s apparel. The club offers various brands of
clothing (Nike, Adidas, Ellesse, Fila). We limit our Racquet brands to Wilson, Yonex, Head,
and Dunlop.
3 Google Maps. (n.d.). Google Maps. Retrieved November 17, 2010, from
http://maps.google.com/maps?hl=en&expIds=17259,25907,27384,27412,27551,27606,27630&sugexp=leprodeca4&xhr=t&cp=2
7&rls=com.microsoft:en-us:IE-SearchBox&wrapid=tljp129003996109100&um=1&ie=UTF-
8&q=picacho+hills+country+club+las+cruces+nm&fb=1&gl=us&hq=picacho
Figure 2 Photo Compliments of Picacho Hills Country Club Director Roman Stoisavlejevic
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Chapter 4: The Market
NATIONAL SPENDING AND DEMOGRAPHIC DATA
Primary (demographic and psychographic) data detailing specific spending habits of consumers
within the Las Cruces industry were unavailable. However, national market outlooks from 2005
provide an estimate for local spending. It was assumed in the analysis that the national average
would mimic local spending habits and was used as the base for industry trend analysis.
Figure 3
Spending on apparel and related services decreased by approximately 13.8 percent between 2000
and 2006. Household spending on tobacco products, gifts, taxes, and miscellaneous spending all
decreased. The largest increase in personal spending came in the form of cash contributions,
personal insurance and pensions, education, healthcare, and alcoholic beverages. 4 This could
indicate that there is a reduction in discretionary income for “entertainment” and “education”
services and therefore could be a predictor of a decrease in the demand for tennis instruction.
4 New Strategist, Ed. Who's Buying Executive Summary of Household Spending. 3rd ed. New Strategies
Publications, 2007.
-40
-30
-20
-10
0
10
20
30
40
1
1.2
14.1
-13.8
-2
14.4
8.9
-11.4
-31.5
20
-12.4
-6.9
33.9 33.8
-33.4
-9
Household Spending Trends, 2000 to 2006
FOOD
ALCOHOLIC BEVERAGES
APPAREL AND RELATED SERVICES
TRANSPORTATION
HEALTH CARE
ENTERTAINMENT
PERSONAL CARE PRODUCTS AND SERVICES
READING
EDUCATION
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Table 1
Discretionary and Median National Distribution, by Age 5 .
Years 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 or older
Median
Income
$ 28,770 $ 47,379 $ 58,084 $ 62,424 $ 52,260 $ 31,670 $
21,842
Discretionary
Income
$
870
$ 7,853 $ 13,297 $ 16,356 $ 13,922 $ 11,009 $
5,592
Source: American Incomes: Demographics of who has money, 6 th
Edition
Median household income is lowest nationally among the oldest and youngest householders in
the United States. Household income rises with age (along with education and skill level), and
peaks between the ages of 45 to 54 years old. Individuals who are in this age group typically are
at the peak of their career and career earnings and may be preparing for retirement. This would
indicate that individuals in Las Cruces’ population within this age segment are at the height of
their earnings and would indicate the amount of discretionary income 6 available for spending on
PHCC Tennis Services. Discretionary income and household income, rises with age and peaks
between 45 and 54 years old and then declines as age increases. Discretionary income also
increases with education. The highest amount of discretionary income of an average of $32,000
is attained with a graduate degree, compared to the next highest amount of $17,000 with a
bachelor’s degree. Discretionary income is lowest among individuals who are not high school
graduates with an average amount of $3,639.
Las Cruces is a college town, but due to its proximity to New Mexico State University, Dona
Ana Community College, White Sands Missile Range, NASA Test Facility, and the current
development of the New Mexico Spaceport all lead to higher than average concentrations of
professional degrees and workers. According to the U.S. Census 30 percent of the population
have a Bachelor’s Degree or higher compared to 27 percent nationally. The high concentration
of college educated and professional degrees in combination with the above governmentally
funded employers could indicate that the local economy is less susceptible to economic spikes,
leading its residents to be less averse to discretionary spending. Table 2
Median Income of Households by Region 7
Northeast Midwest South West
2000 to 2005 2.6% -8.4% -3.2% -1.8% Source: American Incomes: Demographics of who has money, 6
th Edition
Household incomes in the Midwest, South, and West have all seen growth while the Northeast
grew. This indicates that although the West saw a slight decline in Household Income, the
economy in this region may be less sensitive to recessions, have higher rates of government
employees, and lower rates of unemployment compared to other regions. This would also be an
indicator that the West may be more able to sustain leisure and sport services.
5 American incomes demographics of who has money. Ithaca, N.Y: New Strategist Publications, 2001. 6 Discretionary income is after tax income that may be spent after purchasing necessities. 7 Source: American Incomes: Demographics of who has money, 6th Edition
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Figure 4
The National Market Industry Outlooks since 2005 indicate that Men and Women’s Clothing specific stores are on the decline. Men’s
and Women’s clothing stores have had an average 4 percent and 1.5 percent decrease in spending on a percent change basis since
2005 therefore the department should seek to limit clothing specific merchandise and stocked apparel, shifting focus to accessories
and other product that are less “seasonal” or “style specific”. General family stores have maintained some growth. Book, record, CD
and entertainment product, department stores, and drinking establishments have all been in decline. The industries that have
maintained growth within the last 3 years are fast food, warehouse clubs, and superstore industries. This indicates that the demand
for leisure activities have been in decline and may hinder the effectiveness of value perception of PHCC’s Tennis Department. The
increase in “lower” value consumption products may indicate that competition with less “prestige” association and lower Tennis
Service prices may have a competitive advantage due to the current economic climate. This indicates that PHCC Tennis Department
may have to emphasize the “value” of the services concerning quality versus local competitor.
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Project the Market The central purpose of an environmental analysis is to identify opportunities that exist for the
PHCC Tennis Department and potential threats that may act as a barrier to success. Presented
opportunities and threats then allows for an assessment of the Tennis Department’s strengths and
weakness that will allow it to take advantage of the present opportunities or mitigate threats. An
accurate assessment of both the internal and external environments in the Golf Course and
Country Club industry is imperative for PHCC Tennis. As previously mentioned, the industry is
in a the late stages of maturity and some competitors and suppliers (vendors) are falling into
decline due to the economic conditions, rising unemployment rate, and shrinking availability of
discretionary income to many households.
SWOT Analysis
The following outlines the most significant internal strengths and weakness of PHCC Tennis, as
well as the external opportunities and threats that our program is currently facing in our local
environment. Our objective is to leverage our strengths to mitigate weaknesses and take
advantage of any present market opportunities. PHCC Tennis also seeks to target specific
program inefficiencies (weaknesses), develop these areas, and devise contingency plans to
address any potential external and internal threats that may arise during our program operation.
Strengths
Tennis Reputation:
Capital Requirements:
Membership Base:
Weather:
Staff:
Tennis Association Volunteers and Program Support.
Weaknesses
Facilities:
Proximity to Community:
Large population of Retirees
“Country Club” Imagery/Perception
Opportunities
Tennis Interest
Tangible Product Sales Website
Facility Expansion
“Elite/Nationally Ranked” players
Threats
Lack of Internal Budgeting Support from Club
Reduction in Discretionary Spending
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Figure 5- Strength Rating
Figure 6-Weakness Rating
0
1
2
3 Competence
Competitive Skill
Experience Curve
Financial Resources
Reputation
Market Leadership
Organizational Design Economies of ScaleCompetititve Pressure
Proprietary Technology
Marketing Effectiveness
Product Development
Management
Technical Skills
Cost/Price
PHCC Tennis Department Strength Rating
Strength Rating
0
1
2
3 Strategy
Facilities
Management
Key Competencies
Strategy Implementation
Internal Operations
R&DProduct/Service Line
Market Image
Marketing Skills
Financial Resources
Cost Structure
Profitability
PHCC Tennis Department Weakness Rating
Weakness…
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Figure 7-Opportunity Rating
Figure 8-Threat Rating
0
1
2
3 Prospects
Markets
Product/Service Enhancement
Product Line Expansion
Vertical IntegrationForeign Trade
Rival Complacency
Market Growth
Regulatory Overhead
PHCC Tennis Department Opportunity Rating
Opportunity…
0
1
2
3 Competition
Substitute Products
Market Growth
Policy & Trade Environment
Regulatory Overhead
Business Cycle/ClimateBuyer/Supplier Power
Market Requirements
Demographics
Entry Barriers
Technology
PHCC Tennis Department Threat Rating
Threat…
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Figure 9-Strategic Baseline
0
10
20
30
40 Total Strengths
Total Opportunities
Total Weaknesses
Total Threats
PHCC Tennis Department Strategic Baseline
SWOT
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Direct Competition A number of other sport groups directly and indirectly offer children and youth sport competition
experiences.
Direct Tennis/Club Competitors:
Competition
Num. of
Courts
Distance
in Miles
Avg. Hourly
Lesson Rate
Las Cruces Tennis Players Association 12 4 $ 25.00
Las Cruces Public Schools 12 5 $ 20.00
Las Cruces Country Club 4 6 $ 30.00
New Mexico State University 12 7 $ 35.00
El Paso Tennis Club 14 35 $ 35.00
El Paso Country Club 8 37 $ 35.00
Coronado Country Club 8 38 $ 50.00
El Paso Youth Tennis Center 36 38 $ 35.00
Tennis West 12 40 $ 50.00
Mesa Country Club 12 42 $ 45.00
Santa Teresa Country Club 8 43 $ 35.00
Deming Tennis Association 4 58 $ 25.00
Truth or Consequences Public Tennis Association 4 80 $ 25.00
Indirect Competition:
In a very broad sense, PHCC Tennis competes with all other sports and extracurricular activities
that are available in the Las Cruces and El Paso communities.
PHCC Tennis is faced with challenges to events and program participation from our Golf
Department. Appropriate scheduling and coordination between departments should seek to
create schedules that do not directly compete for event participation.
Juniors Adults
1. Other Sports
2. Transportation
3. School Activities
4. School Athletics
5. School Tennis Programs
1. Gym
2. Family
3. Golf
4. Club Tennis Commitments
5. Second Jobs
6. Travel
7. Seasonal Residents
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Chapter 5: Pick the Players
Situational Analysis The need for tennis involvement both nationally and locally is validated and magnified by
information that attributes long-term value and enjoyment to participants of all age groups. The
growing trend of adolescent and youth obesity is a national epidemic tied to the reducing in
physical activity programs in primary and secondary education. Tennis is a fantastic and fun
way for youth (as well as adults) to incorporate fitness into their lives.
Market Needs The fundamental rational of tennis involvement remains constant. Competition is a driving force
for many participants, however due to geographic and time constraints in personal scheduling
and the fact that tournaments are limited in terms of their physical location accessibility, limited
event formats, and scheduling throughout the tennis season. Social competition is a large factor
for involvement to allow local involvement and satisfaction.
The Market: Tennis in Southern New Mexico provides valuable individual, team, and social experiences for
children, adolescents, and adults of all age ranges. The Untied States Tennis Association along
with the United States Professional Tennis Association has sought to offer numerous vehicles to
attract, engage, and retain tennis members. The weather, steady economic climate, and large
regional tennis base and proximity to national tournament home (Tucson, Arizona) all support
feasibility of market penetration and maturity.
Market Segment Messaging by Age.
Age
Group
Messaging
3-7 Tennis is a great introduction for motor development- excellent for hand, eye, and ball
coordination.
8-12 Tennis is a great way to introduce, measure, and progress towards mental and physical
goal setting.
13-19 Tennis is a great way to get exercise, make friends, and improve self-confidence.
20-34 Tennis is a great way to meet new people, network, and relieve stress in a short
amount of time.
35-45 Tennis is a great way to get the entire family involved in a group activity.
46-55 Tennis is a great way to stay healthy, prevent illness, and interact with your neighbors
at the same time
56-65 Tennis offers you new friendships and physical challenges; it is easy to meet people at
our club.
66+ Tennis is a great lifetime passion, whether in precision hitting sessions, specialized
clinics, spectating, or just socializing.
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Figure 10
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Chapter 6: Packaging Membership
1. Full Member- $120/ Month a. All benefits listed below. Free court usage, free ball machine usage, and free
access to Member Only Events.
2. Partial Member- $80/Month a. All Benefits listed below. Discounted court time usage, ball machine usage, and
member only events.
3. Social Member- $50/ Month a. Discounts on Packaged Private, Semi-Private, and Group Lesson Rates, Access to
Member Only events at a 50% discount, 10% discount on store products.
Families:
1. Professional* 8
a. All benefits listed below. Full tennis membership of 15% off 2 adult and 2 children memberships.
2. Doubles a. Full Membership offering at a 15% discount. Requires proof of co-habitation of
two individuals.
3. Young Professional a. Social Tennis Membership discounted 15% to young professionals aged 21-29
years old.
Juniors:
1. Gold- $500 a. Package Include: Private Lessons at discounted rates, 15% Junior Development
Discount, Psychological Training, Physical Conditioning, Career/Game Planning
& Positioning, Game & Match Analysis at regional tournaments and creation of
“video” to be used for College recruiting.
2. Silver- $250 a. Private Lessons at discounted package rates,15% Junior Development Discount,
Career/Game Planning & Positioning, and Physical Conditioning
3. Bronze-$100 a. Private Lessons at discounted package rates, 5% Junior Development Discount,
Career/Game Planning & Positioning.
Children:
1. Tiny Tots aged 4-6 years of age. A portion of Family packaging that allows these children supervised access to tennis courts and programs.
2. Super Slammin’ Silvers 7-12 year olds. A portion of Family Packaging. Allows children access to tennis courts and programs.
8 Retirees over the age of 65 receive a 10% discount on any membership; PHCC members receive a 20% discount
on tennis membership rates.
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Competitive Players:
1. Grand Slam- $750 a. All benefits listed below. In addition: Official Video Analysis of stroke
development. Monthly 3 hour “Pro Training”, Monthly Stroke/Game/Strategy
Analysis.
2. Master-$300 a. All benefits listed below. Official Video Analysis of stroke development.
3. Challenger-$200 a. Package Include: Private Lessons at discounted rates, Psychological Training,
Physical Conditioning, Career/Game Planning & Positioning, Game & Match
Analysis at regional tournaments and local tournaments.
Event Sponsor Packages:
1. Grand Slam- $1000 a. Print 5x12 foot advertisement displayed 2 weeks prior to and during tournament
and department events. Listed on all official event/tournament advertisements,
promotional items, and an 8 x 10 advertisement on all tennis court gates.
2. Master-$700 a. Print 2x 4 foot advertisement displayed during tournament and department events,
listing on official programs and promotional merchandise.
3. Professional-$300 a. Advertising on west facing tennis fence facing the parking lot. Includes a printed
1x3 foot advertisement to be displayed during tournament and department events.
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Chapter 7: Positioning
The “PHCC Tennis Experience” is designed to offer the following to each member:
Recreation through participation in organized play.
Tennis Skill Development for experienced players.
Tennis and Motor Development for youth players.
A method to experience tennis in a competitive environment.
A means to improve and refine tennis skills.
A source of fun and enjoyment to enrich member lives
A method to increase personal health and wellness.
Potential Club, Tennis Members, and Guests must be able to realize the above virtues of PHCC
Staff, Services, and Experience. They will then be able to experience and understand why tennis
is so popular nationally and locally and as a result build local tennis support and share their
positive experience through word of mouth to peers, family, and friends.
Imagery & Branding: 1. The PHCC Tennis Department shall seek to periodically take, publish, and post
photos of members, players, events, and social engagements on our outdoor
bulletin board, our windows, and in our monthly newsletter.
2. The women’s leagues will coordinate a “team” outfit and the tennis department shall offer them a discounted team price and will seek to have the “PHCC Tennis”
embroidered and visible.
a. In previous years, our women’s teams have coordinated a distinct black tennis skirt, top, and visor with visible PHCC Tennis logo, in addition to this, these
women each wore a set of pearls. This type of cohesive and distinct unity
created a type visible image typing them to our club.
3. The PHCC tennis department will seek to promote and brand themselves as the leading local, regional, and national “tennis experts” utilizing playing history,
technology, and educational backgrounds (sport science, group fitness, motor
development and kinesiology).
a. Attainable through: i. Local Educational Seminars at High Schools, Middle Schools, and
Elementary Schools.
ii. Work and partnerships with the University Kinesiology Club. iii. Partnerships with the USTA and USPTA. iv. Partnerships with local Special Olympics and Paralympics
Organizations.
v. Health and Wellness Educational Sessions. vi. Injury prevention, rehabilitation, and tennis conditioning information
sessions.
vii. Use of Dartfish Video Software for biomechanical analysis. viii. Incorporating Program Variety.
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Chapter 8: Price Lessons & Clinics:
Hourly Lesson Pricing*
Private
Semi-Private
Lesson (2 ppl)
Mini-
Clinic
(3 ppl)
Clinic by
Request
(4+)
Hitting
Session
Tennis Director $50.00 $ 30.00 $20.00 $ 17.00 $ 40.00
Head Professional $ 40.00 $ 25.00 $17.00 $ 15.00 $ 20.00
Tennis Professional $30.00 $ 20.00 $15.00 $ 10.00 $ 15.00
1/2 Hour Lesson Pricing*
Private
Semi-Private
Lesson (2 ppl)
Mini-
Clinic
(3 ppl)
Clinic by
Request
(4+)
Hitting
Session
Tennis Director $30.00 $ 20.00 $15.00 $ 15.00 $ 30.00
Head Professional $25.00 $ 15.00 $12.00 $ 12.00 $ 20.00
Tennis Professional $20.00 $ 10.00 $ 7.00 $ 7.00 $ 15.00
1.5 Hour Pricing*
Private
Semi-Private
Lesson (2 ppl)
Mini-
Clinic
(3 ppl)
Clinic by
Request
(4+)
Hitting
Session
Tennis Director $70.00 $ 40.00 $25.00 $ 20.00 $ 55.00
Head Professional $55.00 $ 35.00 $20.00 $ 17.00 $ 45.00
Tennis Professional $40.00 $ 25.00 $15.00 $ 15.00 $ 35.00
*All Pricing estimates are Lesson Prices Per Person.
Court Time: Court access is by reservation on 2 Hour increments, unless otherwise noted. Members are
provided access free of charge. Non-members rates are $5 per person per 2 hours, unless
otherwise noted.
Ball Machine: Utilizing a ball machine is a fantastic method to allow players individually or in a group to refine
stroke mechanics or use when there is not an opponent present. PHCC offers a remote controlled
oscillating programmable ball machine for member use. The price of ball machine rental is $5 +
court time.
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Chapter 9: Promotion
Advertising: 1. Brochure
a. The PHCC will unite with the USTA to promote a local tennis brochure for residents and guests. The brochure will focus on Tennis in the Las Cruces area.
We will utilize our volunteer members (one of whom is an award winning graphic
designer and a retired journalist from the NY Times) to create this promotional
brochure. The brochure will focus on various methods that people can get
involved in tennis, local tennis personalities, local clubs, locations, and contact
information, and free courts. We will be using this brochure to meet our
commitment to the USTA and USPTA to grow local community tennis. Our
department will split the cost of creation of this particular brochure with the
USTA. We will devote a large portion of this brochure to highlight the PHCC
stars, Tennis Professionals, and our largest event-Battle of the Clubs.
i. This brochure will then be distributed to EVERY one of our competing clubs (since it will also include their information); every hotel in our city;
universities; local economic development entities; tourism boards;
regional USTA/USPTA sponsored facilities/events; and our tennis
member directory.
2. Southwest USTA Newsletter 3. Southern New Mexico Community Tennis Association Newsletter 4. PHCC Tennis Department Monthly Newsletter 5. Picacho Hills Country Club Monthly News Letter 6. Las Cruces Sun News 7. Las Cruces Magazine
Publicity: 1. The tennis department will alert local newspapers, magazines, USTA and USPTA
publications, radio and television outlets about club players/clients who have gained
regional and/or national recognition through participation in instruction or events in
hopes of generating local coverage for our players and club.
Technology: 1. PHCC will seek to be up to date and exceed local clubs in our technological
advancements.
a. Newest Equipment Demos/Sales b. Newest and advanced Ball machines, teaching tools (targets, wrist supports,
visuals), and training equipment (weighted racquets, resistance equipment, rehab
tools).
c. Currently, we are the only club offering video enhancement and biomechanical analysis of player mechanics. We will continue to advance our knowledge and
provide this service.
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New Media/Social Media: 1. PHCC will work with our local Club website designer to incorporate twitter links and face
book page links.
2. Create Face book Page 3. Create twitter account 4. Utilize and promote the use of the USTA’s online tournament and event registration
features.
Promotion/Inducements: 1. Gift Certificates 2. Bring three get one free- If you recommend three friends for a group/private lesson, you
will get either one private lesson or two clinic vouchers free.
3. Our social and tournament events will be a form of promotion.
Public Relations: 1. PHCC Tennis will leverage our networks and local resources to continue to promote our
mission. The tennis department will alert local newspapers, magazines, clubs, and other
tennis facilities
Media Relations: Currently any media inquiries will be handled by our Tennis Director and a written statement
shall be created and submitted to the requesting agency.
Licensed Merchandise: PHCC will focus on only selling PHCC licensed merchandise in the form of hats, caps, visors,
and other accessories. We will offer promotional licensed merchandise during tennis events to
our participants in the form of towels, bag tags, lip balm, sun block, coffee mugs, and t-shirts.
Personal Selling: 1. Everyday any one of our tennis professionals interact with the client and community, they
will be the face of our tennis department. Therefore, each one of our Tennis
Professionals will be required to complete 3-5 hours of personal selling educational
courses/trainings. These trainings will be performed in conjunction with our club
membership’s training requirements/schedule.
2. Each tennis professional will be required to follow up with a client or member that we have not seen in 2-3 weeks. We will make personal calls to our members and clients and
“check in” with them to see if there is anything, we can do to help get them back on the
court and just talk to them. Our members and clients are family and we will seek to
maintain that form of relationship with them.
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Community Relations Programs: 1. Tennis Across America
a. Each year, our Tennis Professionals offer in conjunction with the USPTA a free day of tennis. In previous years, we have drawn crowds (of up to 250 people) for
free group clinics. Two courts are focused to the 12 and under group, two courts
are focused to the “junior” group, and two courts are focused on the Adult Group.
i. We provide equipment, balls, refreshments and brochures to all persons who take part in our event.
ii. We also donate a new racquet for raffle to raise funds for the Community Tennis Association.
2. H.S. Physical Education a. Each year our tennis professionals enter local high schools and provide free
instruction on grips, mechanics, instructional cuing, and practice formation to
high school physical educators.
b. The PHCC has in previous years created and promoted a H.S. Tennis initiative to urge all coaches to utilize a “no-cut” policy to promote the USTA/USPTA
initiatives to grow local and national tennis participation.
3. Middle School Tennis a. Each year our tennis professionals enter local high schools and provide free
instruction on grips, mechanics, instructional cuing, and practice formation to
high school physical educators.
b. The PHCC Tennis staff in previous years has raised money to purchase and donate to each middle school the baskets, racquets, and instructional material.
c. We rotate out new and “used” balls on a monthly basis and we will donate used balls to the middle school program.
4. Special Education Tennis a. In conjunction with the USTA philosophy we contact local middle schools special
education programs and offer an afternoon of tennis, instruction, and refreshments
to local schools.
5. Wheelchair tennis a. In a partnership with the New Mexico State University Kinesiology club and local
Paralympics committee, we shall host during spring months a monthly tennis
afternoon wheelchair event to promote local and national tennis participation in
all groups.
Corporate Sponsorship Packages: 1. In accordance with the Picacho Hills Country Club policy, all sponsorship activity
will be handled through the sales department. Excluding Tournament or Event
sponsors.
a. Tournament Sponsors b. Member Only Event Sponsors c. Community Relations Events d. Educational Events
36 | P a g e
Chapter 10: Implementation &
Evaluation
The Picacho Hills Country Club Tennis Department actively seeks to continue to evolve and
improve its day-to-day operations and its product and service offerings. In order to meet these
goals, the tennis department will implement a variety of evaluation practices to gage consumer
reach effectiveness.
1. The Tennis Director and Head Tennis Professional will attend the monthly PHCC Tennis Member’s Association to report departmental activities for the month and to
listen to club member concerns about the program, events, and service offerings.
2. The Tennis Director and Head Tennis Professional will seek to gain “seated” positions in the local USTA Community Tennis Association to maintain a connection
to the community and help promote tennis participation and growth.
3. The Tennis Director shall seek to secure an executive board position with the Southwest USTA to help keep PHCC a relevant name in the southwest and to
continue to grow tennis professional. This seat will also provide our club with
external and internal challenges facing the USTA, the tennis market, other USTA
professionals, and any needs that are not being met by local tennis programs.
4. The Head tennis professional shall seek to secure an executive board position with the Southwest USPTA to gain the same outcome as with the Tennis Direct and USTA.
5. The tennis department will utilize the USPTA website to both promote the department, but to also use the “rate your pro” to acquire feedback on services
offered.
6. The tennis department will promote to the club website and seek to create a comments section that will allow tennis members and visitor to offer comments and
suggestions anonymously.
7. The tennis department will also retain its position as the USTA City Tennis Welcome center to promote tennis to new residents.
8. The tennis department will utilize Sponsor pre, during, & post meetings with our “Battle of the Clubs” Event to evaluate effectiveness of satisfaction of their paid
sponsorship agreement.
9. The club will create and distribute a monthly tennis newsletter. a. Letter from the editor, b. Letter to the editor section c. Community Opinion section d. Sections on mechanics written by our professionals e. A message from the USTA & USPTA section f. Local Player section g. All information about our activities and services. h. Each newsletter will be presented to the Tennis Association Board at their
monthly meeting, mailed out to our Tennis Member list either electronically or in
print, and print copies will be available within the Pro Shop free of charge to
anyone.
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Chapter 11: Marketing Time Line
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