Rugby Training School in the Denver Metro Area

Rugby Training School in the Denver Metro Area

Marketing Plan

The Denver Metropolitan Area, Denver Metro Area or simply the Denver Area, is a mixed region, meaning that is hosts various cultures with numerous values and particular preferences. What most of these cultures actually do have in common is a high interest in health through sports. And proof of this fact stand the 288 health clubs and gymnastics locations within Denver. Among the most popular sports practiced by the Denver population is rugby and the American county can praise its internationally renowned rugby teams and clubs, such as the Denver Barbarians RFC, the Denver Highlanders Rugby Football Club, the Denver Harlequin Rugby Quins or Black Ice RFC – the rugby club for women.

However the numbers of clubs where individuals can go to and practice rugby are rather high, there are reduced numbers of facilities that actually teach rugby. It is also true that clubs do encourage the inexperienced ones to join, but they basically look for trained individuals, which may add value to the team and help the team win games and tournaments. “Whether or not you know anything about rugby, we are always looking for new players to enhance our team.” As such, the need for a rugby training school in the Denver Metro Area arises.

Once this need has been identified, the rugby training school has to get an idea of the target market to which they will address their services. This will basically be formed from all individuals who wish to learn how to play rugby, without any discrimination. Once they enlist however, they will be organized into categories based on gender, age and previous rugby practicing, if this applies. The new school will encounter competition from long established rugby clubs, but will be able to survive due to a differentiation of the services offered. The external environment (political, economical, socio-cultural and technological) will support the opening of the rugby training school, the sole demand being that of compliance with the imposed regulations. Before actually launching the rugby training services, the company will have to decide upon several features related to service particularities, price, promotional strategies and distribution.

2. Situational Analysis

Once the company has identified the need for a rugby training school in the Denver Metropolitan Area, they now have to clearly analyze the implications and circumstances in which to open the school.

2.1 Company Analysis of Objectives and Resources

The company which desires to open the rugby training school in the Denver Metro Area is a private corporation with a long expertise in sports facilities with training purposes. They also have teams which compete in national competitions, but the primary purpose is to introduce the novices to the world of sports. This is a definite point that differentiates them form other similar sports clubs, which are primarily focused on forming teams to compete, rather than training inexperienced members.

Besides the previous expertise with sports clubs for beginners, the company also possess a good reputation and sufficient financial resources to afford the rental or purchasing of a location. In addition, they possess skilled personnel and rugby instructors which would, at all times, be available to train beginners.

The company’s primary objectives would be to attract as many clients as possible and introduce them to rugby. Then, they wish to offer high quality services which satisfy the clients’ needs. And through this, the financial objective is to register revenues which cover the expenses and ensure the private organization with profits.

2.2 Customer Analysis

Yet another feature to consider prior to opening a rugby training school is that of the customers to which the services would be addressed. In this order of ideas, the training school’s audience would be formed from all individuals, regardless of age, gender, race or other criteria, who wish to become accustomed with the sport. Based on the rugby tradition in Denver as well as the fact that numerous individuals might like to practice it but have nowhere to learn it, it is highly likely that the customers will welcome the opening of a rugby training school in the Denver Metropolitan Area.

Given the long tradition of rugby practicing in Denver, the company stands increased chances of success. Therefore, from the stand point of customers, the company can easily open the training school and ensure its success.

2.3 Competitive Market Analysis

The Denver country, as well as the surrounding nine other counties which form the Metropolitan Area, possess large numbers of sports facilities and health clubs. All these represent the new school’s competition.

The top competitors of the new rugby training school are represented by the long established and traditional rugby clubs, such as Denver Highlanders Rugby Football Club, the Denver Harlequin Rugby Quins or Black Ice RFC.

The Denver Barbarians was founded in 1967 and grew along to years to now be among the most renowned American rugby clubs. They have three teams which play in three different leagues, including the highest level of competition with the United States as well as the second league and the recreational local division. Aside from the teams, the Denver Barbarians also offer training to beginners by sending their coaches to teach the youth at school. “The club supports youth rugby by providing clinics and coaches to high school and middle school teams.”

The Denver Highlanders Rugby Football Club was founded in 1968, one year later that the Denver Barbarians and they enjoy the same prestige. But like the Denver Barbarians, they are also focused on strengthening their teams and participating to national competitions. In order to support the community, the Denver Highlanders “play a major role in the development in Colorado with our Old Boys leading the way coaching and mentoring several youth programs.”

The Denver Harlequin Rugby was founded in the same time period as the other two Denver rugby clubs, more precisely in 1970. They also have teams which compete in national tournaments. Unlike the previous clubs, the Harlequins place more emphasis onto the youth and have even established teams for high school students in 1999.

2.4 External Market Environment

An analysis of the external environment is also valuable prior to opening the new rugby training school as it offers the company an idea of the environment in which they will function, as well as any help of barriers encountered from outside. Also known as the PEST analysis, the external analysis is based on the features which characterize the political, economical, socio-cultural and political backgrounds.

Political and Legal Environment

The rugby training school will have to comply with the regulations implemented by the Denver County, as well as the general laws applied by the United States Government. Given the area in which they activate, the rugby school will have to respect the regulations of school functioning as well as the rules of rugby.

Economic environment

The economic environment will pose no major difficulties to the rugby training school as it encourages all private investors to conduct legal activities. Furthermore, since they will be supporting the community’s development, the training school will be welcome. They will however have to comply with all regulations in regard to investments, proper usage of funds and development of the financial statements.

Social and Cultural environment

The socio-cultural environment will also support the opening of the rugby training school in the Denver Metro Area, as this region of the U.S. has a long tradition of rugby. In addition, the practicing of sports is known for its health benefits and will most likely be welcome.

Technological environment

However the general idea is that sports and technology have little in common, the new technological advancements could support the private organization in conducting their business. The real usage of technologies would be those of keeping the company books, gathering data about the clients and even supporting the rugby matches by keeping score. In all, the technologies have limited negative effect upon the rugby training school and are not likely to pose a threat.

2.5 SWOT analysis

The SWOT analysis points out the internal and external forces which could support the training school in conducting business or could prevent it from registering the desired outcome. It could be organized as follows:

Internal Strengths

External Opportunities the company possess long expertise with opening and managing sports clubs they possess sufficient financial resources and dedicated and experienced staff and coaches the Denver community is highly centred on sports, especially rugby and would most likely welcome a new rugby facility the competition does not offer exactly the same services as the new training school

Internal Weaknesses

External Threats no expertise and extensive knowledge of the Denver region previous expertise with sports facilities, but limited in the field of rugby; they would have to hire local coaches and increase their costs increased competition in an area with long traditions in rugby since they would have to hire local coaches, they might find it difficult to attract them from working with long established and renowned rugby clubs

3. Marketing Plan Objectives

The specialized literature offers a wide series of reasons for developing a marketing plan, but the conclusions are basically the same. First of all, the marketing plan identifies the need for opening a rugby training school in the Denver Metro Area, given in this case by the fact that, however there exist several rugby clubs, they generally do not offer training services. Then, a second objective of the marketing plan is to identify the customers which would purchase the new product or services. In this case, it would be represented by all those who wish to practice rugby but have no place to learn it.

Another objective of the marketing plan is to help the management of the organization decide on numerous product related issues, such as the launching of the product or service, its placement onto the market, decisions related to the price of the service or the promotion strategies used to familiarize the customers with the new service. All these represent decisions which must be made prior to the actual launching of the product or service. The marketing team’s job does not end with the placement onto the market; it continues with the development of new sales strategies which attract customers’ interest and support the organization in reaching its final goals.

4. Differentiation and Positioning

The success of the rugby training school in the Denver Metropolitan Area would be given by the features which differentiate the services from the other services offered by the competition, highly increased in a region with a long tradition in rugby. In this order of ideas, the fact which differentiates the new training school from other rugby facilities in Denver is that they offer training services. Unlike the Denver Barbarians and the Denver Highlanders, which are focused on teams and competitions and only offer training to youth as to support the community, the new rugby school would be based on offering training.

The services offered by the new rugby training school will be placed onto the market based on the benefits they offer. As such, the company will emphasize on the chance they offer beginners to learn rugby, the high technological endowments within the facility and the skills and commitment of the coaches.

5. Marketing Strategy

The actual marketing strategy is based on identifying the target market and making several decisions in regard to product, service in this case, price, promotion and distribution strategy.

5.1 Target Market

The market segment targeted by the new rugby training school will be formed from all those individuals who desire to become accustomed with rugby. However the clients will be organized based on several criteria, the initial selections poses no restrictions, other than being a beginner. The criteria by which the audience will be divided into groups include gender, age and previous expertise with rugby, if any.

5.2 Product

The product/service decisions include a wide array of features which must be clearly established prior to the actual launch of the service. In the case of services, these features could include brand name, functionality, quality or safety. The product/service decisions for the training service would basically revolve around the following:

The service will be provided under the brand name of the mother organization, with reference to the name given to the Denver rugby training school

The functionality, or purpose, of the service is to train rugby to beginners

The services will be offered by skilled coaches and will meet high quality standards

The safety of the participants will be cherished at all times and protected by adequate equipments and the continuous presence of a medical doctor

5.3 Price

The pricing strategy implemented by the new rugby training school will be a penetration strategy, in which they will offer lower prices in order to attract as many customers as possible. These will be offered as promotional pricings and once the school has created a stable market, it will implement a variable pricing strategy. This means that the retail price will be directly dependent on the costs of delivering the service and it will increase or decrease, as the costs do.

5.4 Promotion

The promotional strategy implemented by the rugby training school will be a pull strategy, meaning that the school will advertise their product in order to attract the customers, rather than force the service on customers, like in the push strategy. The advertising campaign will be developed by the company’s marketing team and will be centred on the benefits offered by the training school. It will be aired on all available media channels and will include television and internet advertisements, radio announcements, street banners and fliers. In addition, special meetings will be organized within schools to present the service to children, teachers and parents. Other promotional decisions will refer to offering a lower price for the first 50 subscribers, subsidized equipments and even free of charge training to endowed children whose parents do have financial means to pay for their children’s rugby training.

5.5 Place

Since it’s a service, the rugby training will have limited interaction with distribution channels. The actual trainings will take place at the facility purchased or rented by the training school. Also, for the future, and if there is a demand for it, it is possible for the training school to delegate coaches to educational facilities to train students of all ages.

6. Implementation and Control

In order to ensure a successful launch of the rugby training school, the company must implement their strategies based on the following eight steps:

Identify the need for a rugby training school in Denver and its future clients

Allocate the necessary financial and non-financial resources and develop a budget

Identify a suitable location, preferably in a highly populated area and with easy access to it

Release job advertisements to hire the required staff, including rugby coaches

Develop an attractive advertising campaign to attract clients

Place the rugby training service onto the market by emphasizing on its benefits and the features which differentiate it from the services offered by the competition

Enlist rugby beginner and divide them into groups (male, female, children between 6 and 12, adolescents between 13 and 17, young adults between 18 and 45 and so on)

Commence the actual rugby training

But the job is not finished once the product is launched. The school will have to constantly look for new way to attract customers, develop their services and increase their quality in order to satisfy as many needs as possible.

7. Conclusions

The new rugby training school will be opened in the Denver Metropolitan Area, an America region recognized for their interest in rugby, proved by the numerous national successes registered by teams such as the Denver Barbarians or the Denver Highlanders. However competition from these rugby clubs poses a threat, the launch of the training school is expected to be a success as it differentiates itself from other rugby clubs in that it offers training services, whereas other clubs only offer memberships.


Denver City Search, Sport Clubs and Gyms, 2008,,last accessed on February 15, 2008

Black Ice Women’s Rugby, 2008,, last accessed on February 15, 2008

Denver Barbarians RFC, 2008, http://www.denverbarbarians.comlast accessed on February 15, 2008

Denver Highlanders Rugby Football Club, 2008,, last accessed on February 15, 2008

Harlequin Rugby, 2008,, last accessed on February 15, 2008

The Marketing Mix (the 4 P’s of Marketing), Net MBA, Business Knowledge Center, 2008,,last accessed on February 15, 2008

Denver City Search, Sport Clubs and Gyms, 2008

Black Ice Women’s Rugby, Recruiting, 2008

Denver Barbarians RFC, 2008

Denver Highlanders Rugby Football Club, 2008

Harlequin Rugby, 2008

The Marketing Mix (the 4 P’s of Marketing), Net MBA, Business Knowledge Center, 2008

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