marketing plan - tennis
ldsfy321
_project_b_assignment.docxProject B—Jack Shore TennisPlex-Expanded
Project B is about tennis, specifically exploring options or ways for Tennis Legend Jack Schore to best utilize his expansion out at the Montgomery Recreational Park (PARK). This huge recreational park (nearly 700 acres) is located near Germantown, Maryland, and, among other offerings, is well-known for its 26 soccer fields (each with its own parking lot). Mr. Schore already has a popular facility in this park (Montgomery TennisPlex) which contains two indoor “bubble “facilities (each bubble has four full-sized tennis courts covered with a white dome cover for year-round use, with indoor lighting and tennis-related equipment in each bubble. In addition, Mr. Schore has four outdoor courts with lighting for evening use. The TennisPlex office is a wooden building next to all these tennis courts, and contains walls of trophies and a full time receptionist. Mr. Schore has acquired additional land next to his current tennis court facilities, and is seeking ideas for how best to utilize this additional land and space.
Our challenge is to provide Mr. Schore with insights regarding this additional space. For Project B, all class teams will focus on the best use for this new space. Each team is to address the question of recommending the best use for this additional area, which is large enough to support an additional bubble dome building housing an additional four tennis courses. IN ADDITION, there are another two acres of open land which Mr. Schore also has available. However, while this additional land could be used to support a variety of other recommendations, at this point, the critical question revolves around identifying the best (most productive, profitable) use of the space now available. This space is just across from the second bubble dome at the PARK, and next to the outdoor for tennis courts which, in turn, adjoin the current TennisPlex office which is in a wooden building.
All Teams are to explore and identify the BEST use for the space planned for this third bubble dome location. Please recognize that although this third bubble dome is planned to be built next to the current tennis facilities, this building does not need to provide just tennis courts. What other uses, interests, or activities might be in greater demand at this Park and in this area of Montgomery County? The answer to this question could lead to some really innovative recommendations. It is felt that the residents located within 10 miles of the Montgomery Recreational Park are the best geographic target group as these residents have been found to utilize this PARK for a variety of activities (biking, running, picnics, toddler play lots, swimming, etc. but a deeper analysis needs to be made of this mix of residents as demographically there is a wide range of individuals and families in this area.
In addition to addressing the question of what sports/activities/exercises/etc. might be selected for this third bubble-dome, teams are to specifically examine at social media and determine how best to utilize social media to promote Schore’s current tennis offerings at the PARK as well as to be utilized for promotion the team’s recommendation(s) for the new space and new building.
Finally, in addition to social media, teams are to not only identify the “offering” provided by this new space/building but also to provide recommendations to Mr. Schore on how best to “spread the word” marketing communications via any/all about his facilities at this Park.
It would be great if all students could physically visit the Montgomery Recreational Park near Germantown. However, it is located 35 miles from the GWU campus (up the George Washington Parkway, onto the 495 beltway going north, take the 270 split north and eventually turn off on Maryland Hwy 118 to the Park). However, transportation and time would be difficult for a number of students.
To provide some insights into this extensive recreational facility, a number of videos are available online (See: https://www.youtube.com/channel/UC__OGTt6z9UVd-yr3Tiwi5w ). A colorful map of this recreational center is also included with this project description with #14 (tennisplex) circled here.
Student teams are to extensively utilize online resources to obtain detailed demographic information about this region (as well as geographic, psychographic and even behavioral information). While the soccer fields appear to be primarily used by younger players, tennis has generally appealed to a wide range of ages, although as with many other sports and activities, the heavy usage times are after school hours and weekends. Adults with flexible jobs, as well as others (of all ages) who are able to utilize the facilities of the Park, would obviously be a KEY target segment(s). For example, while the Millennials (Gen Y) and the new generation (Gen Z) are prominently studied for marketing purposes, there is a huge and growing number of Baby Boomer retirees with energy and (hopefully) time and interest, who are anxious to keep busy and active. What are these retirees doing? Playing? While many think of elderly individuals sitting in rocking chairs, many of these individuals are increasingly active. Anyone heard of Pickle Ball? There are a growing number of organized sports and activities that are increasingly being utilized by a growing number of individuals. Further, individuals (of all ages) are continuing to be seek multiple ways to be active, or healthy, and this includes a variety of exercise-related activities, including gyms, yoga, and a variety of other activities.
This PARK has a variety of facilities for younger children including a Mooseum (used to be a dairy farm) as well as children’s playgrounds. There are extensive walking and biking paths in the PARK. The list continues with a wide variety of sports with fields or other areas for such offerings, such as golf, or swimming. Schore is seeking options that are complementary to the current PARK offerings that would be (ideally) related to tennis (there are even exercise venues that are particularly designed for tennis players, for example).
As before, team final reports should be arranged in a similar manner to prior assignments, although while primary research could be a vital part of a team’s Report B, secondary research on this PARK and its surroundings is vital since most of the time, recreational facilities have a strong geographic basis.
