過去四年，「Danimal BJJ - 高雄」的營運持續發展，經營層面也日漸茁壯。從最初的十五名會員和每天一門巴西柔術教學課程的規模，到現在有超過四十名會員和每天五門成人巴西柔術教學課程的發展。但，「Danimal BJJ - 高雄」仍有成長的空間。因此，本個案研究將利用現有空間及經營模式，來進一步擴大現有巴西柔術教學課程的類別來拓展會員的服務及福利，也可以通過稍微調高會員費來提高「Danimal BJJ - 高雄」的營運利潤。希望在不久的將來，在八十坪（二百六十四平方米）的現有空間能提供健身，擒拿及自我防衛課程。另外，會員也能參加戰鬥運動錦標賽的活動。

本個案研究為確保「Danimal BJJ - 高雄」的持續發展，使用SWOT分析，冀望在現有的經營模式之外探索新的成長經營模式。在沒有外部投資的情況下，本個案建議「Danimal BJJ - 高雄」應該先將現有的課程營運範疇圍縮小，並選擇幾個在未來幾年內符合盈利及可行的營業項目。

另，本個案研究透過觀察麥卡錫的4P營銷組合理論來探索每一個營業項目的可行性。最後，本個案擬定計劃之前也完成風險分析，並提出營運計劃給「Danimal BJJ - 高雄」參考，以利其後續經營及業務拓展。

Danimal BJJ - Kaohsiung has grown over the past four years, from an initial membership of fifteen and a single session every day, to over forty members and five adult sessions per day. There is still room to exploit the current space and further expand membership within the framework of existing classes and services, or even to raise profit by marginally raising member fees. But at some point in the near future, a single eighty ping (two hundred sixty four square meter) space offering grappling and striking classes for fitness, self defense and participation in combat sport tournaments will be running at or near its capacity.

In order to ensure continued growth of the company, Danimal BJJ - Kaohsiung should explore new options for growth outside of its existing business model. As part of this case study, The organization was analysed using SWOT. Company owners were consulted to narrow down the list of expansion options to several which matched the criteria of being potentially profitable, feasible within the next several years, and doable without outside investment. The viability of each option was determined by looking at McCarthy’s 4 Ps. Finally risk analysis was completed before a recommended plan of action was drawn up to outline a plan for the company to move forward and implement one or more of the proposed exploratory options.

論文公開審定書…………………………………………………………………………..i
摘要…………………………………………...…………………………...……………...ii
Acknowledgement…………………………………………………………………….....iii
Chinese Abstract…………………………………………………………………………iii
Abstract……………………………………………………………….……...…………..iv
Table of Contents……………………………………………………………………,,,…v
Introduction……………………………………………………………………………….1
Company Profile………………………………………………………………….............1
Motivation…………………………………………………………………….............…...2
Research Objective…………………………………………………………..........……..2
Research Questions………………………………………………………..........……….3
Structure……………………………………………………………………….............…..4
Research Question One: Market Analysis, SWOT and Arriving at Three Options...4
Market Analysis………………………………………………………………..................5
Sustaining strengths to take advantage of opportunities……………….....………….5
SWOT Analysis as it Relates to Duel FC Promotion………………….......…………10
Strengths to Exploit Opportunities, Overcoming Weaknesses, Avoiding Threats...11
Minimizing Threats and Avoiding Weaknesses……………………………......….....12
SWOT Analysis as it Relates to Law Enforcement Training……………….......……15
Police Focused Training Strengths to Exploit Opportunities……………….......…....16
Police Focused Training and Minimizing Threats, Avoiding Weaknesses…....…...17
SWOT Analysis as it relates to Danimal Fight Gear……………………….......…….17
Merchandising Strengths to Exploit Opportunities………….…………….................18
Merchandising and Minimizing Threats and Avoiding Weaknesses…….........…...20
Research Question Two: What is the viability of each of these options?...............20
Marketing Mix…………………………………………………………………...............23
Place Analysis…………………………………………………………………..............28
Distribution and Channel Member Selection……………………….......…………….29
Market Coverage…………………………………………………………..........……...30
Inventory, Transport and Logistics……………………………………........…………30
Promotional Mix, Media Strategy and Message……………………......…………...31
Marketing Duel MMA………………………………………………...........…………...31
Marketing BJJ for Law Enforcement………………………………........…………….34
Marketing Danimal Fight Gear……………………………………........……………..35
Executing a Plan…………………………………………………………………………35
Law Enforcement Focused Training and Merchandising…………....……………..36
Duel FC MMA Inaugural Event…………………………………….........…………....36
Duel FC Team Members……………………………………………........…………....37
Infrastructure Planning………………………………………………..........…………..37
Deal with the Partner Venue………………………………………........……………..41
Promotion of Duel FC Inaugural Event……………………………........…………….41
Conclusion……………………………………………………………………………….42
References……………………………………………………………………………….44

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