The Demmer Center, located on our prized Michigan State University campus, is a self-proclaimed “training site for future national championship caliber collegiate shooting sports teams.” The meticulously kept, spacious facility houses small-bore, air rifle and archery firearm ranges, and even teaches safety and shooting classes. It has also been look toward its future, and now, managers are seeking expansion beyond shooters of national championship caliber. A new vision of fun and recreation for nearly every age group compelled the Demmer Center to offer classes to shooting novices, including families. The surrounding college town nestled in rural areas house plenty of potential customers with interests in hunting or self-defense, and the indoor facility is ideal for inclement, unpredictable Midwest weather. Our analysis to come surrounds the Demmer Center’s adaptable new vision, examines the market climate and potential consumers, and puts strategic actions and controls in place to aid in springing the Demmer Center’s marketing plan into action with minimal risk.
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