Gerry Cook's Professional Martial Arts
By: Sean Wagner
Table of Contents
I. Company Description
II. Business Mission
III. Challenge Statement
IV. Marketing Objective
V. Situational Analysis
a. Industry Analysis
b. SWOT Analysis
VI. Marketing Strategy
a. Target Market Strategy
b. Marketing Mix
- Product
- Price
- Place
- Promotion
VII. Implementation, Evaluation, and Control
a. Marketing Research
b. Organizational Structure and Plan
c. Financial Projections
d. Implementation Timetable
e. Summary
VIII. Works Cited
I. Company Description
Gerry Cook’s Professional Martial Arts is a martial arts school Located in Waukegan, Illinois. Gerry Cook first opened his doors in 1981 and has been in business ever since. Gerry Cook is a Grandmaster and has been in the Arts since 1966, winning USA and world titles, and has had a student qualify on the 1988 and 1992 Olympic USA TaeKwonDo team.
Gerry has owned part-time for many years and currently the studio operates full-time. Gerry teaches five different disciplines including: Tae Kwon Do, Chung Do Kwon, Hapkido, Muay Thai Kickboxing, and Karate/Goshindo. He also teaches body guard service and effective street protection. His studio offers class instruction to kids, teens,and adults. Gerry also teaches private lessons and teaches to law enforcement officers. The Grandmaster demonstrates what it takes to have discipline, respect, honesty, self-control, confidence, and self-esteem. By combining excellent student to instructor ratios along with state of the art training facilities, Gerry Cook provides his students the highest quality of martial arts training that people of all ages can enjoy. Gerry Cook's Martial Arts provides instruction in a variety of disciplines including: There are programs for men, women, teens, and boys and girls from 5 to 12 years old.
Currently Gerry Cook’s is open Monday through Thursday from 6:00pm to 9:00pm and also on Saturday from 11:00am-2:00pm. We currently are planning to open another location somewhere in Southeastern Wisconsin, attracting new students to pick up the traditions and values that martial arts training has to offer. Do you think you have what it takes to become a black belt? Sign up today!
II. Business Mission Statement
“Gerry Cook’s Professional Martial Arts mission is to impact and empower peoples’ lives with the benefits of Martial Arts training throughout Northern Illinois and Southeastern Wisconsin. We are committed to create a better world filled with health, happiness, peace, and harmony built from both traditional and modern-day martial arts training. The purpose of Gerry Cook’s Professional Martial Arts is to uphold the traditional values of Martial Arts including: respect, discipline, honor, and loyalty to the highest level.”
III. Challenge Statement
Gerry Cook’s Professional Martial Arts faces two main challenges as we move into a course of action in opening our new Wisconsin location.
a. Financial - We are currently not making enough money to stay in business and provide staff with reasonable wages.
b. Competition - We aren’t the only martial arts studio in the area. We must do something to make our business stand out to the potential incoming students.
IV. Marketing Objective
The overall objective of Gerry Cook’s Professional Martial Arts is to open a new location in Southeastern Wisconsin. We think that expanding our business to the Kenosha/Racine area would provide us with many new students.