Below is a free essay on "Toronto Ultimate Club" from Anti Essays, your source for free research papers, essays, and term paper examples.

Critical Issues
• Rather than adapting to the competitive environment, TUC continues to operate as if they were a monopoly.
• TUC does not have a marketing plan to address external changes and long-term growth strategy that addresses all potential target markets.

Situation Analysis
TUC was widely considered to provide the highest quality of Ultimate in the Greater Toronto Area (GTA). Within the past five to ten years, various ‘for-profit’ sports clubs have taken advantage of the growing Toronto market. Despite an annual 30% growth rate, TUC faces turnover of 500 members each year.
TUC began by offering a seven-man format, however other clubs have turned to smaller 5v5 league formats. Competing clubs also offer complimentary activities like social events and other recreational sports, increasing their club value. Competitors also offer their leagues in two, two-month formats rather than the traditional four-month season currently offered at TUC, providing more flexibility and reducing member commitment. Financial figures in Exhibit 2 show that competitors are able to earn up to a 25.6% larger contribution margin per team with this format. In addition, TUC does not have a formal marketing plan in place to guide long-term growth and address external changes.

Decision Criteria
• To see a 15% increase in member base by December 2009, from 3000 to 3450.
• To see a 40% decrease in member turnover by December 2009, from 500 to 300.
• To break even on new marketing initiatives, including hiring a new manager by the end of 2009

Option Analysis
Sponsor High School Graduates
Early discovery of the game leads to a passion for the sport and as stated in the case, “a large percentage would be naturally inclined to continue”. According to Exhibit 4, there are 19,081 students in the Toronto area graduating in 2007, the potential future revenues from this group make them an attractive segment. To attract this demographic, TUC should host a small tournament,.