CANTEBURY & DISTRICT SOCCER FOOTBALL ASSOCIATION

 

STRATEGY

 

To achieve our goal of leadership in community based football, Football Canterbury continually focuses on strengthening and developing its brand and services. We aim to maximize client impact and enhance brand identity through the application of four strategic approaches.

 

 

Matching Our Structure to Our Clients

 

Anticipating and fulfilling client desires and needs is central to building powerful brands. Football Canterbury is structured to ensure that our brand values are inseparably linked to the particular expectations and aspirations of our consumers. This is unique in our industry, which is traditionally organised along structures relative to sporting groups in their embryonic years, and is a competitive advantage for Football Canterbury.

 

Innovation Leadership

 

Consumer buying and brand perception in the community sport sector must be intrinsically linked to the delivery of services that capture consumer imagination. At the Football Canterbury, we are committed to keeping our leagues and competitions interesting and well organised through thoughtful planning, as well as new and exciting initiatives. We plan to make best use of new technology. 

 

Developing Leading Positions in All Markets

 

We are in the business to expand participation in football. We aim to occupy the dominant position per head of population in the state of NSW in all the markets and categories in which we provide product (non competitive, Under 10s to Under 21s, All Age Competition, Veterans, Women's and girls). To accelerate our growth going forward, we will intensify activities in assisting clubs recruit more people to the game and increase our focus on selected consumer groups (e.g. women). On a community basis, our efforts will also be directed to communities which have been marginalised within the Australian population such as those of Middle East and Asian heritage. This will drive our growth in coming years.

 

Achieving Excellence in Execution

 

Great products and marketing are vital to success in our industry, but growth also depends on consistent on-time retail delivery of leagues and competitions, ensuring best quality and the ability to go the extra mile for the customer. We are particularly focused on ensuring delivery of competition and match schedules to allow our clients to more adequately plan other activities around involvement in football. We will be ensuring best-practice, safe and socially acceptable standards of behaviour and improving our customer service efforts.

As approved by the Council of Clubs meeting, 20 March 2006