Week 13: Improvement Strategy

I believe that Excel Sports is lacking in the promotional department. We have a good product that we put onto the basketball court, but we don't have substantial advertisement for our product. Instead of counting on return business, we should actively persue new customers. This is where the Action Theory of Sociology comes into play. Initially, this theory did not seem applicable to me, but towards the end, it does. The action theory states: "The social investigator cannot and should not be indifferent to what he/she studies. People are always both subjects and objects of research, and thus investigation should involve principled stands on the problems studied, and principled intentions of changing them". Indifference is obviously going to lead to less promotional effort. I don't believe that indifference is the cause for our lack of promotion, but it may very well be a factor. It will take "principled intentions of changing" our lack of promotional production (our problem). Thus, this theory may be applied to the area of lacking in Excel Sports. In order to create positive change, my plan would be to use our staff during the daytime hours of operation at these health clubs to promote our camps and classes physically. By physically, I mean physically being there. Putting up a flyer or two is not enough. We need to apply the Action Theory and actively persue new clients. The formula is simple. Be engaging, be friendly, be outgoing, whatever it takes to get exposure and promote the Excel Sports brand.