Marketing Plan

Executive Summary

The indoor sports complex (ISC), one of Connecticut's largest sports arenas was established in early 2010. This versatile arena had been specifically developed to accommodate almost any sport with is large playing area. It provides a range of exciting and fun filled activities for both families as well as athletes of all kind.

Today, it operates in Torrington, CT as well as Norwich CT, offering facilities that not only offers a safe but also a fun filled playing atmosphere. Some of the most popular activities offered here include soccer, volleyball, flag football, lacrosse and field hockey. (Trimbull Sports Zone, 2011)

This Marketing Plan has been developed to analyze the current situation of Indoor Sports Complex while at the same time help inform the people about the existing range of recreational sporting facilities being offered by ISC.

Introduction

A marketing plan is an integral part of the overall business plan. It allows you to document the company's key marketing strategies along with its goals, strategies, SWOT analysis and market segmentation. Moreover, it also proves as a useful piece of document and helps in identifying the current situation of the company, its key competitors along with conducting a detailed situational analysis. Another integral element of a marketing plan is the marketing mix which elaborates on the 4Ps of the company and indicates how they can be futher use to aid the growth of the company.

The main purpose behind establishing Indoor Sports Complex at Torrington and Norwich Connecticut was to provide people with a fun filled atmosphere where they can enjoy a healthy fun filled evening with their family and friends. The ISC believes that exercise tends to be more enjoyable and effective when it is done recreationally. Moreover, the socially active culture maintained at the Indoor Sporting Complex should be enough to create more opportunities for customers to come and exercise with their friends. Some of the key features of the Indoor Sports Complex include: (Trimbull Sports Zone, 2011)

Home of one of Connecticut's largest indoor sports field

State of the art grass turf made

Convenient location

Purpose build premises housing more than 20,000 square feet of area

One full-size and two boarded indoor sporting fields

Trained management and staff

Plenty of seating for spectators

Abundant, spacious parking

Large, well maintained bathrooms

Ample amount of lockers

Situation Analysis

Mission

The company mission statement is ` to deliver exceptional fun filled sporting experiences throughout the state catering to a variety of different lifestyles and budgets all at an outstanding value.

Goal:

To consistently exceed members' expectations in all areas of service, and support and consistently provide a quality sporting arena that exceed the expectations of the people at an extraordinarily low price. (Czinkota, M. R., Ronkainen, I. A., and Moffett, M. H. 2002) ICS also hopes to attract a larger percent of the market and increase their number of repeat customers.

SWOT ANALYSIS

Internal Audit

Strength

One of the largest sports arenas within the industry.

Invests heavily in customer service for their consumers to experience an exciting, healthy fun-filled evening.

Excellent interactive web site which attract customers' to scan location, packages, activities, ...