Club de Tenis Concepción

Professor: Steve Baeza

Group 3: Juan Ignacio Friedl
Felipe Hameau
Marco Molnar
Juan Francisco Venegas
Date: 27.06.2018
Introduction

Club de Tenis Concepción was created in 1907. At that time the Club was exclusive
and only for people of English descent. Is located in Parque Ecuador and is the most
antique and one of the most popular tennis clubs in Concepción.
Today the Club is well known and is open to all public and it is not necessary to be a
member to play. Altho the club is well known they are not in a very healthy position.
When we talk with them we realized that they depend a lot on sponsorship.

Thanks to the learning in this course about sports marketing and management we
understand that in this two parts they are having a lot of difficulties. On the marketing
side, we see that they don't have any online presence. His facebook page has only
two likes and his web page is broken. On the management side, they don't have a
clear path of how to use well the sponsorship money or how to grow the revenues.
This is what we are gonna take care of creating a very interesting and important
solution.
Macro Environment Analysis

PESTEL

A PESTEL analysis is a framework or tool used by marketers to analyse and monitor

the macro-environmental (external marketing environment) factors that have an
impact on an organisation. The result of which is used to identify threats and
weaknesses which is used in a SWOT analysis.

● Political : The new government has made a good job at this moment. They

have a stabilized country.

● Economic : The economy of Chile is stable at this moment. Also with the new

government, the expectatives are positive and that generates that people are

willing to spend more.

● Socio-Cultural : In general, physical activity is in the DNA of the people of

Chile. Tennis is a very popular sport in Concepcion, is part of the society. Of

course, football is the most popular one.

● Technological : With the technology that we have today, we have new ways

of communicating with target markets. Internet and social media are very

important factors for today industries

● Environmental : In general, Chile has a very healthy environment. This is

positive for doing sports.

● Legal : Legal factors include - health and safety, equal opportunities,

advertising standards, consumer rights and laws, product labeling and product

safety. For sports industries, there are not new important laws
The club today
Mainly today the club has a number of partners that allows you to generate enough
income to operate and perform the necessary activities for its members. However,
the club obtains the majority of its income from the members who pay monthly fees,
depending on the amount if it is a student or adult, from which they expect to
increase their amount, but one of the reasons that harms them especially in this time
it is the climate, since all the courts that it possesses are outdoors and with the rain
obviously they can not be occupied as they wanted during this time by the same
partners.

Within this category the club has different prices as we said before and in turn stands
out from other clubs that have tennis facilities, for being able to play and use the
courts without being a member and ask for time to use tennis cnachas.

Another way to generate income is through the sponsors who contribute an amount
which is intended for the maintenance of courts or the same site. Within this category
there are two types of sponsors, some are the annual sponsors who are present
throughout the year in the advertising of the club's facilities and who pay a greater
amount to remain as the representative images of the club. On the other hand there
are the sponsors of events, who pay once to be sponsor of the tournaments or
events that take place in the sports hall and who seek the club to be future annual
sponsors and also have a higher income, since it is a great problem for the club
because they always have to be looking for sponsors to be able to carry out the
tournaments in a good way and to have the necessary resources for the same, since
the other annual sponsors are generally renewable at the end of the year.

Another point to rescue within the club is that at the moment is in a growth phase
and looking for a new way to generate income not only through sponsors and
tournaments but a more constant way to generate some income that will allow you to
stay sustainable in times like these where your partners can not make use of the
courts due to the constant rain which may result in less adherence of new members
and decreases their amount of income.
In addition to the concern for competition that has within the category of tennis clubs
in conception with some that have better facilities, but which are sports clubs of
different nature and more familiar, which have a high level of income compared with
the concept tennis club.
The Problem

The problem of the club de tenis Concepcion is that they are absolutely obsolete in
terms of technology. They don’t have a notorious presence in the internet. Firstly the
website is outdated, ugly and old, so it doesn’t invites you to explore it and navigate
between the different links, options, articles or blogs in their.

Secondly, they don’t use the social networks, they don’t have an instagram, that is
one of the most powerful social network today to increase popularity. And they have
a Facebook, but it’s too old, it’s confusing because there are 2 facebook for the club,
one that is originally from the Club, that nobody follow or like it… They only have 2
likes!. And the other one, that is seem as somebody fan or that play in the club and
want it to get better, make it, but only have 460 followers, so it isn’t to much of help.
So they could make a work much better with no problems.

Another thing is that they are not aligned with the current applications or modern
things. For example they could have enabled, at least a system for reserve a court at
a time you wish. Or maybe they could have strategic alliances, to increase the club
occupation, for example with groupon, or other applications like izit, that promotes
discounts randomly.

Other important point is that this is the only one club located in the center of
Concepcion, this is a big plus for the club, but they don’t take advantages of it. They
could invite people to see exhibition matches or organize visit, or sunday play for
children, or to adults but at a special prize, but don’t . Nobody even hear club de
tenis Concepción.

By last, maybe they could think in making a closed court of tennis, because for this
city sadly, the percentages of rain per year are too high, and this could be a good
opportunity to get over the competition as Estadio Español or LLacolen, by obvious
reasons, because this sport can’t be practice with rain.
Solution
We want to propose a solution for each of the problems that we define above, in
order not only to help in one thing, but to deliver a total proposal of solutions that can
be helpful for the club.

The first thing that we suggest, is that someone in the club has to do a course, or
maybe we can help with some training in Digital Marketing areas, that help to
improve the social network management of the club. For example, have more post in
a week in all the social media, have more followers, have more interaction with the
followers, have contact with some influencer in the sports area that supports all the
social media of the club, among other things that the digital marketing could do to
improve the club´s social media.

The second solution we suggest, is that the club needs to make a link with some app
developer, that could help and orientate the club in the creation of an app that can
help the users of the courts improve the mechanics of the orders of this courts. This
will improve and maximize the quantity of people that want to play in the club, only
because of the ease of requesting the court.

Other thing we want to suggest, is that they need an improve in their publicity,
because, like we said before, nobody knows or hear about this club. We think that
they can make a mix with the digital marketing, and more publicity in the city. Also
they need to take advantage of their location, the “parque ecuador” and do some
promotion there. We think that the best way is make some activities in the park near
to the club, and get some sponsors that help they with this, beacuse the current
sponsors that they have, are like big stores of the city, but no one of them are
interested in sports, maybe if they can get some sport store, or directly a brand, we
think that would be much better for the club.