The Toronto Ultimate Club

The Toronto Ultimate Club is a not-for-profit organization dedicated to the growth and advancement of the sport of Ultimate Frisbee in Toronto, Ontario. The general manager of the not-for-profit Ultimate Frisbee club seeks a marketing strategy to increase membership. For-profit clubs had claimed an ever-growing portion of the market, and the general manager has been asked to review current offerings in the marketplace and to develop a formal marketing plan that would ensure the club's viability in the coming years.

The general manager of the TUC faced several major and minor issues that threatened the future of his business. One of the major issues that are directly apparent is the high level of turnover in his customer base. Having a loyal customer base can provide a competitive advantage and is basically required if your goal is to stimulate growth. Another major issue faced by TUC, which also may be contributing to the severity of the first one, is the increased amount of direct competition that has recently entered the market. TUC's past success and the growing popularity of the sport has increased the attractiveness of the market and spurred new entrants. Many of these competitors are for-profit organizations with different product offerings that span across multiple sports. The chance for turnover is even greater in disloyal consumers that have a passion to play many sports.

The organization faced a number of more minor issues as well. Two of the most evident and also inter-connected issues include the economic downturn of the time and the abundant amount of health and fitness alternatives available, as well as all the free public resources such as parks, pools, and bike routes. One last minor issue is the decentralization of the sport. With many leagues organizing the game under their own set of rules, the social and spirit side of the sport, which TUC emphasizes on so much, would be at risk.

The TUC has several different alternatives it can consider to help their business grow and remain sustainable. The general manager has been maintaining a company website for the past few years and should expand upon this concept by creating a Facebook group for the organization. The unparalleled popularity of social media makes it an ideal place to raise awareness for the organization at no additional cost. The TUC should continue to push to get into secondary and even elementary schools. Reaching students at an earlier age and emphasizing their "spirit of the game" philosophy will increase the chances of them retaining both the love and spirit for the sport by the time they become