The Most Comprehensive Marketing Resource in Existence - Assignment Example

UNE LIFE STRATEGIES Student’s name Code & Course Professor’s name University City Date UNE life Mission Relevance UNE life mission is relevance since its purpose is to equip students with quality information and skills. As such, the students are equipped through historical excellence in research, student’s personal experience, commitments in diversified innovation and inclusivity. The academic culture of UNE, research carried out and service delivery is always relevant towards the communities being served. This therefore indicates the distinctive students graduating from the UNE campus tradition through the academic culture of the university become relevant to the society (Annual Report 2013). SMART Objectives UNE Life distinguishes its activities through quality of students experience compared to other Universities. It has been achievable high standard of teaching embracing new technologies and delivery options, continuous promotion of academic culture in University and intensive research in the Institution regardless of when and how the students wish to engage with the institution. Adoption of innovative educational technology to boost student learning is among the SMART objectives. As such, the institution intends to expand and enhance study centres through online networks to serve students in different geographical locations. To achieve the goal, the University continue to employ new strategies in robust technologies that are sustainable in teaching and learning hence achieving new innovative ideas beneficial to society (Annual Report 2013). The University intends continuously to achieve international distinction in various fields during research. The objective is seen promising after the award of $ 1.3 million grant in the UNE Life School of Environmental and Rural Sciences Hierarchy of strategies for UNE Life UNE Life is a sub department of UNE. Services offered at UNE Life retain a working structure similar to that of UNE though too much functioning and orders arise from UNE. The department also has a committee that is answerable to the director of UNE. The beneficiaries of UNE Life are the members of UNE inclusive of students after which UNE Life offer leisure and sporting activities towards the community hence attracting more customers, sponsors and stakeholders (Open Council Minutes 2014) UNE Life Porter’s Five Analysis UNELife experience a shorter trading period of only 22 weeks of one & two trimester. For the business to prosper UNELife expects the campus to offer three trimesters including the online and on-campus students. Food and beverage price for students is still sensitive to determine the buying power (Open Council Minutes 2014) Using the Sport UNE. As per the annual report, show students’ participating in sports is very high compared to any other university. The program proves to be much efficient to the students and UNE Life through purchase of sport cloths and equipments while paying to use the UNE facilities hence boosting financial capabilities of UNE Life. As such, the institution doest encounter competitive rivalry (UNE Armidale 2013) UNE Life intends to connect with community hence justified as a new threat entre to compete with other organizations. The initiative intends to promo Sport UNE and Belgrave Cinema in the society. Filling of Sport UNE in reality TV rugby will attract sponsors & various business partnerships in the society and the major beneficiaries are the UNE Life and the UNE. Integrating UNE Life and UNE will incur more benefits to the institution. As such, the institution and the sub department will offer opportunities for the nursing students at the Gwanga Child care facilities (Open Council Minutes 2014). The reason behind the new construction is to offer new child facilities due to the current concentration and as such, the institution will manage to meet the supplying power. Discuss the market and industry attractiveness through macro and micro level analyses in order to address the strategic challenges of the UNE Life's business. At the macro level, the analysis base on the environmental situations that fully affect the market conditions. At the micro level, the focus is not installed towards the market but towards an individual level. The macro trend is analyzed depending on demographic environment depending on age, balanced or imbalanced population growth, and decrease of student’s enrollment into higher institutions of learning. The segments of macro level involves sociocultural environment, which probably deals with values, personalities and behaviors of individuals in a defined society. The probably identified phase of this trend shows intense interest in ethical behavior by businesses and the trend towards people fitness and nutrition. The economic environment has to effectively pronounce the effect to the market. The regulatory environment at macro level deals with political and legal trends either regulation or deregulation influences the market attractiveness (Mullins 2012). Technological environment is also embraced at this phase through convergence of technology in either computing, telecommunication and entertainment facilities. Additionally, the natural environment is used to turn problems into great opportunities. It therefore deals with seeking market solutions as to whether saving of products or resources used, both green products and the impact on depletion of natural resource. (Mullins 2012) In micro level, the system analyzes the customer challenges that need justified solutions. The main agenda is to benefit the customers need and gradually increase customer’s number. For market successfulness in micro level, the products offered require nil imitation or duplication. The market need to come up with strategies to avoid duplication of the products hence boost product loyalty. To target fully the attractive opportunities, it is a requirement to rate if the opportunities are the interest of the needs of the company, specialized people in the industry that can pursue the identified opportunities and if the right connections are available (Orville 2013) The above discussion identifies strategic challenges of UNE life’s business. Creating a shared value is proving challenging to UNE Life business. The challenge is behind reflects the company trying to come up with purposeful business that reflects the values of customers which include students and community. The institution tries to use capitalism to expand the business beyond the UNE while trying to solve the world problem hence challenging. Impact of technology and social media incur pose challenges to UNE life. The challenges lie behind the setting up the every new technology equipments in institution in order to efficiently take advantages of the new technology and social media machines. Adaptability and change management pose challenges. Quick management and decision within the company sometimes contributes towards achievement situation. The UNE Life still expects to measure the outcome of innovation and adaptability since it waits longer enough till a place is crowded hence beginning to construct new facilities (UNE’s Strategic Plan 2013) Briefly discuss the relevance of the marketing research for the strategic decision-making of the UNE Life's business and identify the influence of product, pricing, distribution and promotion policies on marketing decisions. Market research entails data collected trough planning and analysis made towards decision- making and the interpretation of the finding to management. The marketing research helps UNE Life’s business to come up with descriptive information about the customers responds towards the services and products offered. As such, the consumer’s attitude and beliefs of UNE Life’s business services is measured. As such the marketers figure out on how to come up with best solution incase negative response come from the public (Elinder 2012) Marketing research is relevance in a systematic diagnostic function. Explanation given portrays how the decision-making at this phase will be implemented. As such, the services might be altered to fully serve and potential customers as well. Finally, the relevance of market research is to have a descriptive function. The reason behind the research is to determine if UNE Life will keep up and take advantages of new opportunities. As such, broader line of opportunities might boost business potentiality. Influence on products Conducting market studies is purposeful to determine if the new products in the market might incur high purchase power from customers. If the new products fail to incur high or moderate purchase, investigations done already indicates the reasons behind. As such, product branding becomes essential in this phase. Product branding is essential since it prevents competitors from replicating the product. With too much competition, various brand value & equity in all products (sahaf 2012) Pricing Pricing is vital during decision-making that influences relationship between customers and business rendered. As such, the business ideology is to set a price that suits the value of the product or services offered after selling merchandise. Pricing strictly focus on sales volume and price and the decision-making rates the possibilities of any change, which might greatly influence the revenue. Customers demand affects pricing in a way that if companies produce almost similar products and the purchase power is down, companies’ lower prices of services and commodities to attract purchase power from consumers. As such, decisions made needs to fluctuate pricing of commodities and services either seasonal, long term or short term (Arthur Lock Jack 2012) Distribution Distribution is intensive, selective, or exclusive. The decisions behind the distribution style focus on the number. As such, the decision made in ENE Life is to make a better working relationship with consumers. Additionally ENE Life decides to distribute its services and products depending geographically location that consume the products geographically either in UNE and UNE sub-colleges while involving the community (Michael 2012) Promotional Policies Promotion policies let customers know what UNE Life offers. As such, the services and products of UNE Life tend to impress customers about the benefits of using the products. UNE Life conducts intensive market research of customers purchase habits and preferences hence coming up with promotional policies using media to tap more customers. Describe the significance of the overall segmentation, targeting, differentiation, and positioning strategies for the SportUNE. Segmentation Segmented group involves participants of UNE groups, which includes sporting clubs, student groups, and academic practical and intercollegiate. The community organization including local schools, regional and school carnivals benefit for using Sport UNE facilities. The university also incurs financial profitability from students engaging in Sport UNE academic programs specializing on sports up to the PhD level (Kotler 2013) Positioning Sport UNE develops an image of itself. Branding the Sport made it successful in positioning UNE sport. Corporate identity has been advantage to the institution. As such, Sport UNE positions itself through marketing and media. Marketing promotions throughout the year includes the ‘our shout’ campaign for interested parties to take free voucher to use sport facilities freely. Media alerts and media release is continuously released weekly to ensure the information communicated reach out to the public timely. Distributing on newsletters is an added advantage. The newsletter is distributed to members, sponsors and stakeholders for the purpose of exchanging personal information that might affect usual operation and the sporting facilities. As such, diverse information is conveyed hence Sport UNEP continue to improve on its operations (Armstrong 2013) Targeting The method used to target the audience must relate to marketing plan objective. Advertisement through newsletter and outdoor activities are in use as a method to target the audience. Sales promotions are done through competitions and loyalty incentives. Public relations is an added advantage towards targeting the audience (Kotler 2013) Differentiation The system is used to perceived competitive advantages from institutions offering similar products. As such, the customers of UNE Life are expected to prefer the institution products and services. To achieve the results, UNE Life offer sporting scholarships, intervarsity sports, sporting excellence awards, sporting business developed Unit, sporting competitions that are performed uniquely compared to other business ventures in universities (Michael 2012) CRITIQUE However, with achievable remarks, contrary opinions still occur within UNE Life. UNE Life still works under leadership of UNE hence making decisions need to be certified with the board from UNE hence conflicting and longer decision-making is expected. As such, UNE Life in someway is derailed from achieving the main objectives. The sub department also depends on the university students on session to achieve the profit targets. When the institution is closed for holiday, massive losses are foreseen. It therefore shows that UNE Life has not fully targeted the market diversity opportunities. The still awaiting revitalizing infrastructure puts the business entity as a developing enterprise. The already developed enterprise being run by higher institutions do not consider UNE Life as a new threat in market. List of References Annual Report. (2013) University of New England. Armstrong, G. (2013) The most comprehensive marketing resource in existence Arthur Lock Jack. (2012) Master of Small & Medium Enterprise Management. Elinder, E. (2012) How International Can UNELife be? Journal of Marketing Kotler, P. (2013) Principles of marketing. Michael, E. (2012) Differentiation strategy Competitiveness. Mullins, J. (2012) Marketing Management. A Strategic Decision- Making Approach Open Council Minutes (2014) University of New England. Orville, C. (2013) Understanding Marketing opportunities sahaf, M. (2012) Strategic Marketing: Making Decisions for Strategic Advantage UNE Armidale. (2013) Strategic Marketing and Public Institutional Affairs of UNE. UNE’s Strategic Plan (2013) Mid-Term Refresh Learning Without Limits Read More