# Marketing and Qualitative Analysis Assignment

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Therefore people who prefer playing with less layers will choose them instead of UTC. RISC is Tutu’s biggest competitor by comparing their location, size of the organization and types of product offered. UTC doesn’t have any marketing plan to encounter new competitors resulting in declines of membership growth rate and increase of membership turnover. Moreover, Ultimate is at the maturity of the product life cycle, which means UTC has to differentiate their product in order to attract more customers and steal market shares from others. Additionally, UTC never had any marketing plan because the market used to be monopolized by UTC.

Therefore, UTC must take action in order to love this issue. Decision Criteria 1 . Increase membership by 20% within one year (600 people) 2. Create a marketing plan and enrich their product mix within a budget of \$50,000 and having an ROI of 5% (\$2,500) Option Analysis Option 1: Add vi league into their product mix (Exhibit B) By adding a vi league will mitigate Tutu’s product differentiation issue and compete with RISC. The registration fee is set at \$350 per team while RISC is charging \$539 which gives UTC a cost advantage against RISC.

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Also, the vi league will be played in a third of Tutu’s current field so there will be 3 games played in a field at the same time. However, the number of external customers attracted is not determinable because there is no data relating to how many customers are price conscious in the market. Therefore this option will be focusing on internal changes. According to the adoption model (Oxford), we can estimate that 16% of current members will adopt this new product given that this product already exists in other organizations (I. . This product is not “new’ in the industry). The proposed league structure will allow their profit increased by \$6,986. And the profit will always increase as there are more people ongoing the new league because the revenue per person of the new league is higher than the original league. Based on the breakages analysis, the minimum price UTC can charge for this product is \$275. 86 per team in order to breakages, which leaves them \$74. 14 (21%) for price adjustment.