The TP Bowling was formed in May 8, 2009. The organization initiated from the United States and now it is in its expansionary phase. The organization in initiated by an entrepreneur named Bill Collins and its management team is quite dynamic in nature. The management believes in a proactive and a forward looking approach and there are more than 50 employees in their organization. The organization has empowered the employees in order to take decisions for the betterment of the organization.
Ten pin bowling is considered as a competitive sport in which a bowler rolls a ball which is known as a bowling ball in a lane which is made up of wood or it is comprised of synthetic material. The objective of the game is to knock down as many balls as you can. The lane in the game is usually known as the gutter and if all the pins are down then it is known as the “strike”. This game is gaining popularity around the world and it’s very famous in countries like Australia, USA, UK, Philippines and etc.
The name of the company is “TP-Bowling” and it is a bowling organization that was incorporated in the United States and now they are planning to enter the Australian market. This company has experienced numerous profitable years in United States and in order to diversify their risks and to enhance their customer base they are opting for an expansionary policy. They are opening an arena in the first year in Melbourne. The company’s marketing strategy is quite proactive and they have marketing gurus in their arsenal that guide them to the path of success.
Situational Analysis Internal analysis The internal analysis of this organization depicts that the sales figures were staggering in the United States and the sales of the organization in United States for 2008 were $3 Billion and they experienced about 2. 7% growth compared to the previous year. The market share of the organization in United States is 35%. The positioning strategy of the organization is quite straight forward and the core focus of the organization is to provide an ambiance to customers who belong to the upper class.
TP Bowling stresses a lot in developing a niche market and they are developing a mindset of the customers that TP bowling is a place for the upper class. The promotional strategy of this organization is promoting the brand through marketing on Television, websites and through cold calling. Magazines and certain periodicals are also used as a communication tool. External analysis Micro-environment TP bowling possesses good information about the market and they know who their perspective customers are.
This information can be extremely vital is depicting the fact that how the needs of the customers are targeted. The market trend suggests that large bowling chains like AMF bowling, Brunswick Bowling are buying various local bowling arenas. Similarly, certain other bowling arenas like Queanbeyan Bowling Club and etc are opening up in Australia. However, the market is usually controlled by Brunswick and they have opted strategies like raising the prices, cutting the costs and adding diversification in their core business strategy.
The customer’s needs of the Australian market are quite wide and varied and the per capita income of Australia is $38,100 in 2008 (CIA, 2009). People in Australia are usually associated with the recreational activity that is the reason why they can be easily influenced if a new bowling alley opens in their area. However, they are more concerned over quality and price has a minimal affect on their consumption patterns. The major players in the bowling arena are AMF Corporation, Brunswick, OZ bowl and etc.
Brunswick and AMF both these organizations are the leading bowling organization of the world and they wipe out competition by engaging in mergers and acquisitions. However, OZ Bowl is a famous bowling organization in Australia that is operating in nearly all the major cities of Australia. Macro environment A legal body that is attached with the bowling is Australia is known as “Ten pin bowling Australia Limited”. The role of this body is to measure the lanes of bowling and to develop competition between local and international players (Rogers, 2008). Bowling alleys in Australia must comply with the rules of this body.
The economic trend of Australia is good and the GDP of this country is increasing that is the reason why companies can invest in this country as the people are ready to invest in recreational activities. Usually young adults are attracted towards the game of bowling and both men and women can easily be targeted through effective marketing techniques. Certain technological factors are associated with this sport like online scores, screens in the bowling alleys and etc. SWOT Analysis Strengths • Strong understanding of the technology. • Strong relationships with the major players of the world.
• High quality services offered at all the arenas. Weaknesses • The startup cost is high. • The brand equity is difficult to generate. • Competitors have the major market share. Opportunities • TP bowling is participating in a highly growing industry. • A separate bowling club for the upper class is missing in Melbourne. • The fixed cost of the organization can be spread over an increasing revenue base. Threats • Customers might not respond positively to a new service. • The brand name is not known in Australia therefore customers might not switch to another brand. Goals and Objectives
The objective of the TP bowling is to develop a family oriented environment that would target the niche market. The core objective is to grasp the market share and to implement certain strategies that would enhance the customer base and create customer awareness. Financial objectives • Cover the fixed cost as soon as possible. • Increase the revenue per customer by 3% every quarter. Marketing Objectives • The steady sales growth must be maintained. • Increase the market share in every quarter. • Decrease the customer acquisition cost by 1. 5%. Target Market and Segmentation.
This bowling alley would definitely be a need satisfying element for the target market. The target market of TP bowling would be based on demographics and psychographics segmentation. The psychographics segmentation is based on the mindsets of the consumers and those who believe that going to bowling alleys which are expensive and they are related to certain social class would enhance their personality are targeted by TP bowling. Similarly, targeting on demographics is totally based on house hold income of the individuals who are the residents of Melbourne. The three major categories are targeted and these three categories are:
• $34,000-$50,000 • $51,000-$65,000 • $66,000-$90,000 The main benefit of TP bowling is that it provides quality bowling experience to its customers and the customers can be retained on a long term basis through this strategy. Young adults that are college going and working in the offices are the core target market of this organization. Statistics suggests that there are more than 6000 students which are from upper class. Similarly, there are about 25,000 people who are doing white collar jobs. These two segments are the core target market of TP bowling (National Relocation, 2007).