The Toronto Ultimate Club

Alison Sutherland

BUSI 3334

March 11th, 2013

Table of Contents 1.0 Problem Statement3 2.0 Situational Analysis3 2.1 SWOT Analysis4 3.0 List of Alternatives6 4.0 Choice and Rationale8 5.0 Implementation and Control 8

Problem Statement:

Toronto Ultimate Club is located in Toronto, Ontario, and is an organization that focuses on growing the sport of Ultimate Frisbee by offering leagues in the Toronto area. Since the development of their strategic plan two years ago; memberships had stopped declining, but TUC’s general manager, was still not satisfied with the organizations growth. Other for-profit clubs have been claiming a growing portion of the market, and the general manager of TUC knew that developing a marketing plan for the coming year would be a necessity.

Situational Analysis:

Industry: Over the past 30 years, Ultimate Frisbee has been embraced and promoted by local not-for-profit clubs whose members share a love and passion for the game. As the sport grew on, and other clubs began to realize the success and popularity of Ultimate Frisbee, various for-profit organizations recognized this sport as an opportunity. Currently, Ultimate Frisbee clubs are geographically based and are primarily financed by revenue from league and membership fees, which, in turn, pay for fields, workshops, tournaments, social events, as well as general club operations.

Customer: TUC has already established a positive and on-going relationship with its members, which can be demonstrated through players playing with the same group of friends for over five years. Since its foundation, TUC’s main target market has traditionally been the serious Ultimate players, those who were looking for the highest quality of Ultimate Frisbee in the Greater Toronto Area. However, as years passed by the market changed; and TUC saw opportunities. TUC is looking to continue their strong ties with the youth community, while targeting