Continuing Case Assignment
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Continuing Case Assignment
Kelly Thompson
Lawrence Kinlin School of Business, Fanshawe College
MKTG-1012-14: Principles of Marketing group 2
Professor Cindi Amlin
October 18, 2020
Continuing Case Assignment
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Continuing Case Assignment
In this marketing case study we will consider a new martial arts gym starting up in
London, ON. Estevan Lara had been crowned champion in his weight class at the World Jiu-
Jitsu No-Gi Championship and dreamed of opening a mixed martial arts (MMA) gym and
training facility in his hometown. According to Encyclopaedia Britannica ‘Mixed martial arts
(MMA), hybrid combat sport incorporates techniques from boxing, wrestling, judo, jujitsu,
karate, Muay Thai (Thai boxing), and other disciplines. Although it was initially decried by
critics as a brutal blood sport without rules, MMA gradually shed its no-holds-barred image
and emerged as one of the world’s fastest–growing spectator sports in the early 21st century’
(2019).
At first, we crafted a mission statement which shows what value for the consumer this
MMA gym is providing. Based on information about this kind of art, our mission statement is
original, foundation, memorable and makes a connection between staff and customers.
