Case Study: NOCO UNITED SOCCER ACADEMYSubject: OPERATIONS MANAGEMENTQuestions: Evaluate Dieken’s different options for growing NOCO United’s customer equity. Develop a set of marketing strategy ideas for each of the options. What could Dieken’s do for market research to better see his options? CASE NUMBER 3:NOCO UNITED SOCCER ACADEMY2008, four of his teams competed in the national 3v3 soccer tournament, with one winninga national championship.Wesley Diekens came to the United States from the U.K.. in 2002 on a soccerscholarship. Wesley grew up playing soccer on many competitive teams through highTo keep up with the rapid growth, Diekens, brought a few friends over from England toschool and had a brief professional career in England. When St. Alban College recruitedassist with training. Will Bowman moved to the United State to become Diekens'shim to play soccer, he thought it would open his life to a grand adventure. That adventureassistant director of coaching. Riekens and Bowman planned to word year-round aschanged his life.trainers and hire a couple of local coaches to help them conduct training sessions. Duringthe summer he added a couple of local college soccer player and a few former teammatesWhile at St. Albans, Riekens met his future wife, Alyce Bilski, who also played soccerfrom England. The summer season works well for his British mates, because that is off-there. She graduated a year ahead of him and went to Fort Collins, Colorado, where sheseason for those still playing professionally. Riekens is confident he can hire and trainplayed on the semi professional Fort Collins Force women's soccer team. When Diekens.more coaches if he needs them to handles future growth.finished college, he followed Balski to northern Colorado. Bilski was captain of the Forceand worked for the sport marketing company that owned the team.Youth soccer is big in Colorado and across much the United States. It is largestparticipation sport for kids. Fort Collins is a soccer hotbed, and this had helped Diekens'sRieken got a job at a local meat packing plant, but soccer was his passion. He made thebusiness grow. He now trains about 600 kids per year. But he has even greater ambitions.practice squad for the Colorado Rapids Major League Soccer team, but injuries cut hisFor example, he would like to build a training facility; the space he currently rents is notprofessional career short. Teaching soccer to kids becomes another passion to Diekens-always well-suited to soccer. However, he figures he would need to double his businessHe has natural talent for coaching. Diekens, is charismatic, kids enjoy his easygoingto justify the cost of the soccer complex he want to build. So he is now wondering how todemeanor and British accent, and he really knows soccer and how to teach the game togrow business.youngster.About 90 percent of his current customers live in Fort Collins, which has a population ofIn 2006, Riekens founded the NOco United Soccer Academy (NOCO standing forabout 125,000 people. Diekens believes awareness of his program is close to 100 percentNorthern Corolado). At first he trained small groups of young played aged 7 to 14. Heamong competitive soccer player ages 11 to 14-and is probably at about 40 percentgrouped them by aged, gender, and skill and conducted training sessions for small groupsamong families with soccer-playing kids ages 6 to 10. Most of his customers are 10 to 13of five to seven at a local park. The first kids he attracted came by word of mouth as theyyears old and enral in two to three NOCO United programs per year. He has also run aquickly told friends and teammates about "this British guy who teaches soccer and makefew camps in Boulder and Northglenn, which are about 50 miles from Fort Collins. Theseit fun". His small after-school camps quickly grew up include more than 50 kids. Wordhave been successful but are currently limited.continued to get around, and by the following summer Diekens, conducted 10 differentcamps-and quit his job at the meat packing plant. He also trained 11 different NOCOThese are several small cities within 25 miles of Fort Collins. Loveland, a city of aboutUnited 3v3 soccer teams that competed in tournaments across the state and nation during60.000 people, borders Fort Collins on the south. Greeley and Longmont, each withthe summer. All of his players had bright blue jerseys with the Noco United name across80,000 people, are about 25 miles away by interstate highway. These areas have verythe front, and the success of these teams made the jerseys a great promation vehicle. Inlimited soccer training programs expect for their competitive teams, and awareness ofNOCO United is not sure if parents in these who have heard of his academy are often not familiar with his philosophy and programs. Riekens is not if parents in these communitieswould be willing to drive their kids to Fort Collins for training. If not, he would have to runhis programs there.Riekens knows that he wants his business but wonders how he can accomplish his goal.He currently sees a few options:1. Evaluate Dieken's different options for growing NOCO United's customer equity.2. Develop a set of marketing strategy ideas for each of the options.3. What could Dieken's do for market research to better see his options?

Through the options, I have summed up answers accordingly. four options are there and the marketing…

Answered: Case Study: NOCO UNITED SOCCER ACADEMY…

6th Edition

ISBN:9781337406659

Author:WINSTON, Wayne L.

Publisher:WINSTON, Wayne L.

Chapter2: Introduction To Spreadsheet Modeling

Section: Chapter Questions

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