Trent Atheltics Center - Article Example

The process of business information management involves devising of strategies and integration of systems and controls, with the main aim of improving quality in order to deliver value to the consumers (Laudon and Laudon, 2009). According to Laudon and Laudon (2009), the Trent Athletics Center can use the integrated information systems to manage information that are strategic resources to the center. This will consequently enable the center to attain competitive advantage within the market. For example, through the integration of information systems, the Trent Athletics Center will be able to gain information concerning the general market, the competitors, consumer trends, and future forecast and thereafter, use this information to position itself competitively within the market.

Furthermore, the writings by Laudon (2008), suggests that the Trent Athletic Center can properly use information systems by determining how they can adjust their products and services in precise manner to meet customers’ expectations and satisfy their needs. . Based on the diversified nature of the center’s membership, it is correct to argue that focusing only on the family segment for marketing purposes, is likely to yield a significant increase in membership whilst using fewer resources for the marketing campaigns.

In the other scenario, the center will divide a huge marketing budget to target each specific segment and the effect of this marketing campaign might be minimal because of limited resources. In order to attract more families, the center could devise the marketing message around the theme of the health effects associated with recreation and training activities. Because of the need to stay healthy, most families are likely to register at the center. Secondly, the center could market itself as a fun center where families can go to have a quality time from while using different recreation and training facilities within the center.

Thirdly, by giving discounts on the family package, more people will prefer to register at the center with their family members rather than by themselves and this will ultimately increase the membership at the centre (Cialdini, 2006). Cialdini (2006) wrote that one of the basic tenets of marketing is that it should be carried out where and when majority of the target audience are likely to hear or read the marketing message. In the context of Trent Athletics Center, it can be stated that during matches, the scoreboard is one of the key areas where everybody’s attention is usually diverted to, since fans will be looking at the board periodically to see the current scores of the ongoing match.

Therefore, the scoreboard offers a perfect platform for