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Long-Term Objectives

 

“Long-term objectives represent the results expected from pursuing certain strategies. Strategies represent the actions to be taken to accomplish long-term objectives. The time frame for objectives and strategies should be consistent, usually from two to five years.”  (Strategies Management, Fred R. David, page 132)

 

In the case of JLS Soccer Club the long-term objectives are based in different factors, but the most important one would be the increasing of the participation in the market share in our industry, in order to gain more customers and also more recognition. In this kind of business one of the most valuable competitive advantages is the recognition of the brand, which is why some children prefer going into one soccer school rather than another one.

In order to that, JLS decided to establish its long-term objectives and they are:

 

  • Extend our services to other location in the city, so the goal is to have at least two more branches in strategic geographic areas in order to gain more customers and recognition. Those new branches could be located in Salitre and the other one in Floresta, and they are estimated to be operating in 5 years.

  • Achieve an average of 40 new students signed up by 2017; for the purpose of obtaining a total of revenues in inscription of $10.000.000 pesos per year.

  • JLS is a company that is concerned about social responsibility, for that reason, we want to have a social program to encourage the local talent especially in the less income sector, so we want to give free classes in those areas by 2020.

  • Duplicate the number of trainers that are going to start (2) at the beginning of the business in the third year of operations, thus, that would be 4 trainers for the payment of $3.436.490 pesos per month.

  • Obtain 216 monthly payments (mensualidades) at the end of 2017, in other words that would be  $75.600.000 pesos.

  •  The advertising and marketing investment will reach the $12.000.000 pesos in the all year of 2017 in order to publish in more web pages.

  • JLS is going to have almost three time more of inscription compering the first year to the third year, from 15 new students to 40 new students.

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