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The Case Study: CHAMPIONS Sports Club

Champions Sports club started in California at 1985, and became one of popular sports club in 1995. The members were intending to go to this sports club for different purposes, for social meetings at the swimming pool where families setting together and enjoying fresh air, children were playing in the garden and enjoying different sports activities at that time. Champions’ sports club was very popular in California in the field of table tennis, where most of the Club Champions were winning the United States Championships and were competing in the first positions for World Table Tennis Championships. Also old people were enjoying setting together each Saturday to watch the movie presented in the club each week.

There were about 5 main sports club which were competing in California from 1985 to 2000, and other 3 smaller clubs there. The 1st club was called “HERO Club”, “STARS Club”, “PARADISE Club”, “CALIFORNIA Club”, and “FANTASTICA CLUB”. HERO CLUB was specialized as no. 1 sports champions in California, then “CALIFORNIA” and “STAR”.

 “FANTASTICA” and “PARADISE” Clubs were specialized in entertainments and social entertaining programs for the community, those 2 clubs were well know and having a great reputation since 20 years ago.

Among questionnaire has been made in 2000: the following results shown:

•   CHAMPION Club was no.1 Club for table tennis players, for old people and for children.
•   HERO and STARS Clubs were no. 1 and 2 choices for teenagers, and adults for Sport games.
•   FANTASTICA and PARADISE Clubs were no. 1 and 2 choices for entertainments and social activities for different ages of the community.

In 2009, there are some changes happened in all of those clubs:

With the revolution of the technology, the children were interested for high technology products; as play stations, and other electronic games, watching carton movies rather than just playing sports. The old people lost the interest in the club because the show has been changed to be introduced every 2 weeks, while FANTASTICA Club is providing the same show every week with free dinner for Old people each Saturday.

The Table Tennis Coach in CHAMPION Club has changed with other one, who was having many conflicts with existing table tennis players, which led to dissatisfaction of table tennis players and finally they decided to leave the club instead of winning championships. Also there are no modifications and improvements in the swimming pools, and club facilities while the membership renewal fees increased to the double from 2008 to 2009, which made a negative word of mouth and led to dissatisfaction of existing members.

In 2010, another questionnaire conducted among the five main clubs:

CALIFORNIA, HERO, and STAR Clubs became the popular and well known clubs for Sports Games. CALIFORNIA is having a good reputation in football, HERO Club is having a good reputation in Basketball, and STARTS Club is having a good reputation in Swimming.

FANTASTICA Club is the best club for social activities and restaurants for the high class and for members who are willing to purchase high price products, while PARADISE Club is the most economic club for social and activities and restaurants, especially for middle class people.

The Chief Executive Officer of CHAMPIONS Club, Decided to recruit a new marketing manager who was you. And you have been assigned to prepare a marketing plan for CHAMPIONS Club, to be presented next month.

Please note that: this case study is from my imagination to help you, and doesn’t represent any existing case study or any existing industry.

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