Knowledge Gained from Portsmouth City Council Leisure Cards - Essay Example

A Reflective Essay on Knowledge Gained from Portsmouth City Council Leisure Cards Coursework and Presentation Name Institutional Affiliation Introduction Trait (2013) defines reflective writing as an important way used by different people to communicate an individual’s experience over a given period to others. The purpose of this reflective essay is to capture all my experiences regarding the knowledge gained from Portsmouth City Council Leisure Cards Coursework and Presentation. As an enthusiast and aggressive member of the Synergy group, I was privileged to work with Portsmouth City Council- Leisure Card. As Synergy, we are a group of collaborative and hardworking third year Business and Management students pursuing our studies at the University of Portsmouth. We are a group of seven members from diverse cultures and backgrounds driven by passion in our work. Members of Synergy Group boast of a wide range of technical experience in different fields of study including IT database and support, customer relations, sales promotion, and public relations in addition to the knowledge gained in the duration of our ongoing studies at the University. The Purpose and Objectives of the Study The aim of our group was to stop the decline in the number of users and assist in raising awareness of the leisure card as well as increasing the number of users. Our objective was to establish fundamental reason (s) that led to the decline in utilization of the leisure cards, providing suggestions on curbing the decline in numbers, increasing the awareness of the card through strengthened marketing strategies and finding alternative facilities to integrate with the leisure card as from the opinions of the customer. We, therefore, decided to provide a consensus definition of leisure card and its aim as a strategy towards raising the awareness of its significance. Some of the benefits that the card accredited to its users include discounts on Sports & Wellness, Local Facilities & Attractions as well as Leisure facilities. Reasons Why we Preferred Studying at Portsmouth City Council – Leisure Cards Our choice for Portsmouth city council came as a result of the council’s active involvement in its community just as other city councils. Portsmouth City Council deals with issues cross cutting a plethora of fundamental areas such as education, health care, housing, businesses environment and the entire community. Portsmouth City Council took an initiative to assist further and improve the lives of its people in addition to its extensive involvement in the community. Our presence at the council played an essential role in helping us to comprehend that the introduction of the leisure card scheme came as a strategy to eliminate cost barriers. Additionally, the project aimed to achieve leisure services for people as well as enabling their access to people on low and affordable income. Nonetheless, Portsmouth City Council utilizes the card to not only promote more participations but also in creating awareness of the city’s cultural life. Basing on the project’s vision and goals we chose to undertake our study as well as gaining technical experience from Portsmouth City Council. The project not only targets to improve the lives of the City’s residents but also enhance its growth. Interpretation Activities Conducted During the Study We did some activities that could assist us in gaining more knowledge on the use as well as the decline in the utilization of the leisure cards. We examined the potential reasons for the diminished use and analyzed the entire project in environmental business perspectives by the use of three essential tools. These tools included the Porter’s 5 Forces, PESTLE, and SWOT Analysis. Additionally, we analyzed the level of competition, conducted a survey on the awareness and utilization of Leisure Card and redesigned the leisure card price list. Lastly, we came up with important strategies to promote the leisure card and concluded by conducting the SAF Analysis. Potential Reasons that led to the Decline in Application and Use of the Leisure Cards According to PCC (2016), application and issuance of leisure cards had two peak periods, which are April during the Easter holiday and July to September, which is the Summer time of each year. However, possible reasons for reduced number of users included a reduction in the number of the number of individuals on benefits such as the Jobseeker's allowance. Also, the benefits of using the card do not match people demands despite the fact that some people could not realize that their cards had expired hence they continued using them (CCU, 2013). Lastly, the new applicants cited reducing awareness of the Leisure Card as a potential reason for declining use. Outcome of the Study According to PCC (2016), analysis of the PORTER’S 5 Forces revealed suggesting results. Primarily, there is a low threat of new entry. However, it could be imperative to merge the City council’s initiative with a charity. The power of suppliers varied from moderate to high as cards were bought in vast quantities to gain large economies of scale while ignoring the fact that the card partners could end the cooperation. We realized a high buyer power despite the reduction in the number of users. Nonetheless, we recorded no cost caused by the falling numbers due to the concern for the longevity of the card (Chadwick, 2009). The threat of Substitution is moderate as the card could be replaced or merged with a charity organization. The different approaches to the leisure card accounted for moderate Competitive Rivalry. According to PCC (2016), The SWOT analysis outlined the presence of diverse activities and facilities, being operated by Portsmouth City Council as well empowering the community within Portsmouth as the strengths of the card. Some of the weaknesses of the card are having a limited scope of consumer allowance, no proof of card ownership because of not being a smart card, having limited budget especially after budget cuts and the reducing number of users (CCU, 2013). However, the potential to be merged with another area within the council, the chance of getting a sponsor from a charity, provision of a chargeable card or smart card and sharing of information as a way of encouraging cross-selling are the opportunities accompanied with the leisure card (PPV, 2016). The threats to the existence of the card include decreasing number of users, its weak competition and having the ability to be merged, or overrun by a charity. Recommendations Our analysis using different tools led to some suggestions. First, the Portsmouth City Council authority overseeing the utilization of the leisure cards should initiate mechanisms to obtain feedback from customer to establish their level of satisfaction with facilities as well as services offered. The Council should also launch programs such as the Skills Development Workshop to provide valuable services such as IT proficiency and effective communications concerned with the use of the of the cards. Alternative programs could include Handicraft and Hobby Workshop & Events. Additionally, the City Council should consider changing the design of cards such as the inclusion of expiry information on the front to notify users when to apply for replacement and renewals. Lastly, the general public should be issued with a chargeable public Leisure Card to assist in generating income for funding the current Leisure Card. Conclusion Our study at Portsmouth City Council played an essential role in helping us to understand the importance, challenges and future changes that can be executed to improve the operation of the leisure card. In future, it will be important to develop the card to suit the online application, make it be a general public chargeable card provide both shopping and eating discounts and making it be a smart card. Additionally, the City Council should apply for more partners in collaboration as a strategy towards achieving the primary objectives of the Leisure Card and establish continuing goals. The Portsmouth City Council has responsibility for ensuring that they integrate the leisure card with additional services and facilities just as the other councils have incorporated activities such as transportation. Lastly, they should increase communication with their customers, enhance marketing campaigns and improve the card design. References Trait, A. (2013). Guide to Reflective Writing. Strategy, Enterprise, and Innovation Subject Group Portsmouth City Council (PCC) (2016). Portsmouth City Council-Leisure Card. Portsmouth Parent Voice (PPV) (2016). Impacting On You…Newsletter. Retrieved on April 21, 2016 from: http://www.ypiass.org.uk/images/newsitems/IOY_January_2016.pdf Community Credit Union (CCU) (2013). Credit Cards: Advantages & Disadvantages. Latino Community Credit Union & Latino Community Development Center. Retrieved on April 21, 2016 from: http://latinoccu.org/site/assets/Credit-cards_ENG.pdf Chadwick, D. (2009). Smart Cards Aren’t Always the Smart Choice. University of Salford. Internet Watch. Read More