Capturing top and recreational athletes in the sports market: determining the stratigic position and developing a repeatable growth plan for a company specialized in biomechanical screenings

Abstract

Overall, the objectives of this In-Company project are threefold; to identify opportunities for UPsports and determine the best position for the business unit; to recommend a horizon growth plan for UPsports, supported by a business model, marketing plan, operational plan and financial plan that will guarantee UPsports to capture the defined position in the first part; to identify interesting geographical expansion opportunities that allow for repeatability. In sum, the objective is to draw up an ambitious, yet realistic plan for UPsports. One that addresses current inhibitors of their growth and enables a plan that will fulfil UPsports growth ambitions. Linked to the objectives, the project is divided into three parts: 1. How to position UPsports? 2.How to capture the position? Where to expand to? For this project input from both the literature review and market research was used. More specifically, for the latter, three groups of qualitative in-depth interview were conducted: current customers, current medial partners and experts concerning different aspects of the business model.