Discuss about the marketing Plan For National Sports Campus.
A well designed marketing plan helps any business organization to excel in attracting and retaining the different consumers. It goes a long way in helping the business to achieve its primary objectives and ensures that the business prospers in the long run. The given report is about the National Sports Campus and their observation based on the drop off in the membership of the gym since the competition in the area has increased. The organization would like to develop any e-marketing strategy which will help the company to achieve its objective of increasing the membership of the gym (Pasquier and Villeneuve 2017). Hence, the report will concentrating on the Situational Analysis, Objectives and E strategy of the NSC.
PEST Analysis
The pest analysis is a useful Strategic Management tool which tends to focus on the factors like Political, Economic, Social and Technological.
Political- These factors can be described as those factors which will have an impact on the business from the side of the government. The political instability of UK after the effects of the Brexit and the weakening Pound sterling tends to affect the business in that domain.
Economic- The e-commerce industry in the United Kingdom is a blooming industry with additional spending of 100 million and hence, it can be stated that the earning capacity of the people have also been increasing considerably (Hartley and Claycomb 2013). This can be a useful source of information for the different organizations as they can understand the purchasing power of the different individuals from this statistics. Health spending of the people have increased considerably.
Social- The developments in the lifestyle of the consumers has bought about a change in the social dynamics. However, as the income of the different consumers has increased considerably but the time has decreased, individuals now prefer to engage themselves in activities which consume less time. However the early retirement trend has had a huge impact on the different businesses with these customer segments being a major target for various businesses (McDaniel and Gates 2013). The technological ownership has also increased considerably which can impact the manner in which the business can target the consumers and the channels which they make use of.
Technological-The development of technology has enhanced the consumer experience as the customers tend to use the technological path to remain connected to their work. Hence, the technology use can have a major impact on business techniques to ensure that the maximum crowd is adhered to.
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Strength It is well located The staff is very experienced Credibility and reputation is good The organization has strong advertising and marketing skills |
Weaknesses The subscriptions periods are very long Their services are not as optimum as the private clubs and gyms |
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Opportunities Focusing on different targets Broaden their services and offer different sports. |
Threat Intense competition The economic uncertainty may bring about revenue issues. Furthermore, people are taking up alternative methods of exercise (Hair Jr and Lukas 2014). |
Customers want the organization to provide the following services:
With respect to the internet trends, the consumer trends have changed considerably and the Irish population has been spending more money online within the coming few years. The consumers are stressing upon and increasing high speed internet connectivity and according to a report based on Virgin Media Digital, Irish consumers will be shelling out around €14.1 billion a year by 2020 on the e-commerce trends (Grönroos and Voima 2013). Hence, different businesses need to take advantage of the given trend and make considerable purchases based on this.
The chosen target market for the organization is given as follows:
Rationale
The given target market has been selected so that the organization can take advantage of the untapped segments and the increase in revenue can be converted to reality.
A customer friendly gym which provides excellent services to the members and customized plans.
There are various gym companies as present in Ireland which have already captured a majority of the market. These gyms are SBG Ireland, NGS fitness, Fight Factory, Body dynamics, the fitness Habit and Educo Gym. These gyms have changed their offerings with the changing times and tend to provide specialized services to the different consumers like Zumba classes and others.
The SMART objective is to generate 50,000 new members by December 2018.
Specific- To generate membership
Measurable- In terms of revenues
Achievable- based on past trends (Ryan 2016).
Realistic- Capable of achieving the target
Timely- Before the end of 2018
To sell: To sell the membership online so that the members can avail the services.
To serve-This means to provide a website of the gym which uses the customer values to improve the services.
To speak- This is a measure to ensure that the customers can get their queries cleared using chat room and other methods.
To sizzle-To build the chosen brand successfully.
To save- To save the cost of pamphlets, reduce service costs and other measures.
The strategy which will be adopted by the National Sports campus tends to fall under the category of Acquisition based strategy (Tiago and Veríssimo 2014). The organization has set out a measurable target of ensuring that it is able to acquire 50000 customers who will then help in increasing the revenue system of the organization. Hence, this falls under the acquisition based strategy.
Sequence
The sequence of strategies followed will be as follows:
Research analysis- The gym department first needs to conduct a research analysis based on which the organization needs to find out the different trend analysis and target market segment which will assist the organization in ensuring that it gathers the right kind of data for the right kind of consumers (Kotler 2015).
Generating traffic- After the research has been conducted, the company needs to gather customer data and the potential list of those customers, to whom the company will be able to send an email to or the customers who might be interested in the membership of the gym (Ramaswamy and Mosher 2013).
Introduce website for online admission- After the traffic has been generated, the website of the gym shall be introduced and will be open for online admission where different customers will be able to avail to the services.
Using offline techniques like banners and billboards to support the online strategy.
Use mobile strategy- After the online website strategy has been approved, the mobile strategy will be formed for the long term.
The marketing mix is as follows:
Product- The product to be sold is the gym membership
Price- The price is the cost of the membership which will be stated as per industry standards.
Place- The place chosen for the strategy is Ireland.
Promotion- Various promotional strategies will be used but a majority of them will be e-promotion strategies.
Physical evidence- The organization will have an online presence in the form of a website where the customers can apply for the gym membership and purchase it online. However, the services will be availed at the gym.
Process- The process involved is very simple in the sense that the customers will be allured using various e strategies after which they will be convinced to purchase the package of the gym membership (Järvinen and Karjaluoto 2015).
People- The people involved in the given procedure are the marketers planning for the procedure.
5S
To sell: To sell the membership online so that the members can avail the services through the website.
To serve-This means to provide a website of the gym which uses the customer values to improve the services (McDonagh and Prothero 2014).
To speak- This is a measure to ensure that the customers can get their queries cleared using chat room and other methods.
To sizzle-To build the chosen brand successfully.
To save- To save the cost of pamphlets, reduce service costs and other measures.
Integration
The online strategy will be combined with the offline strategy. The different customers who are availing the membership offer using the online website will be provided with special offers and package discounts in order to ensure that the different customers are lured to abide by the e strategies being used and they use the online medium in order to avail the different services of the company (Stead and Stead 2013).
Tactics
The tactics which are generally used for in order to ensure that the e strategy which comes into implementation is carried on successfully. The tactic generally take the shape of the tools which are used in order to ensure that the strategies and plans which have been formulated can take place in reality.
The different tactics to ensure that the given strategies come into action are as follows:
Website: In order to ensure that there is a point of contact between the members and the organization, a website needs to be used which will then ensure that the company is able to display the different facilities being provided by it and thus use the website to get customer queries
Opt in email: Using the database as researched and gathered by the organization, the organization can choose to send different emails to the different customers regarding the benefits of gym and the different offers applicable to the members who avail to the services online (Gronroos 2016).
Advertising tools- The organization will also put up different banners outs die the gym and billboard advertising as well in order to ensure that the customers check the offers.
Database- The database of the different consumers shall be collected via different mediums and channels.
|
Sr. No |
Activity |
Person responsible |
Contents |
Budgets |
Key Performance Indicators |
Time frame |
|
1 |
Research analysis |
The general manager |
The gym department will conduct a research analysis based on which the organization needs to find out the different trend analysis and target market segment which will assist the organization in ensuring that it gathers the right kind of data for the right kind of consumers |
$200 |
Enquires- unique Number of visitors- unique |
3 weeks |
|
2 |
Generating traffic |
The marketing manager |
After the research has been conducted, the company will gather customer data and the potential list of those customers, to whom the company will be able to send an email to or the customers who might be interested in the membership of the gym |
$200 |
Enquiries generated Sales generated |
2 weeks |
|
3 |
Website |
The marketing head |
After the traffic has been generated, the website of the gym shall be introduced and will be open for online admission where different customers will be able to avail the services (Foxall 2014). |
$1000 |
Subscriptions and related increase Enquiries generated Sales achieved Conversion rate |
Continuous |
|
4 |
Offline |
The marketing head |
Using offline techniques like banners and billboards to support the offline strategies achieved. |
$1000 |
Subscriptions and related increase Enquiries generated Sales achieved Conversion rate |
3 weeks |
|
5 |
Mobile |
The marketing head |
After the online website strategy has been approved, the mobile strategy will be formed for the long term (Martelo Landroguez, Barroso Castro and Cepeda-Carrión 2013). |
$300 |
Subscriptions and related increase Enquiries generated Sales achieved Conversion rate |
2 weeks |
|
6 |
Controlling |
The manager |
It will be checked whether all the activities done are done in proper sequence or not and whether the KPIs have been set are achieved or not |
2 weeks |
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7 |
Corrective Action |
The manager |
In case of any discrepancy, corrective measure |
1 week |
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Particulars |
Amount in ($) |
|
Research analysis |
200 |
|
Generating traffic |
200 |
|
Website |
1000 |
|
Offline |
1000 |
|
Mobile activities |
300 |
|
Total |
2700 |
|
Activity |
Weeks |
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Week1 |
Week2 |
Week3 |
Week4 |
Week5 |
Week6 |
Week7 |
Week8 |
Week9 |
Week10 |
Week11 |
Week12 |
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Research analysis |
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Generating traffic |
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Website |
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Offline |
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Mobile |
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Controlling |
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Corrective Action |
Conclusion
Therefore, from the given analysis it can be stated that, any organization who is aiming to prepare a marketing plan needs to have a well-structured set if activities which ill ho a long way in assisting the company to ensure that the right actions have been taken and the control measures are adopted adequately.
References
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing) (Vol. 3). Routledge.
Grönroos, C. and Voima, P., 2013. Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2), pp.133-150.
Gronroos, C., 2016. Service Management and Marketing: Managing the Service Profit Logic. John Wiley & Sons.
Hair Jr, J.F. and Lukas, B., 2014. Marketing research (Vol. 2). McGraw-Hill Education Australia.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Martelo Landroguez, S., Barroso Castro, C. and Cepeda-Carrión, G., 2013. Developing an integrated vision of customer value. Journal of Services Marketing, 27(3), pp.234-244.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
McDonagh, P. and Prothero, A., 2014. Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11-12), pp.1186-1219.
Pasquier, M. and Villeneuve, J.P., 2017. Marketing management and communications in the public sector. Routledge.
Ramaswamy, S.K. and Mosher, G.A., 2013. Marketing Management.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Stead, J.G. and Stead, W.E., 2013. Sustainable strategic management. ME Sharpe.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., 2014. Digital marketing and social media: Why bother?. Business Horizons, 57(6), pp.703-708.
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