Abstract:
The owner and operator of the Brazilian Jiu-Jitsu gym Gracie Barra London (GBL) in London, Ontario, sets out to develop a comprehensive marketing plan to increase membership enrolment by 40 per cent. GBL currently has100 members, and the owner hopes to leverage the recent explosion of the Ultimate Fighting Championship and mixed martial arts to continue to grow his business. After operating GBL for six years on a part-time basis, he is ready to operate the gym full time. He has personal savings of $3,000 and a private investment secured for a potential gym expansion. Now he must decide which direction he wants to take his business and how best to market GBL.
Keywords:
Market Strategy, Market Analysis, Communication, Strategic Planning, Canada, Gracie Barra London Case Solution
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