Marketing Innovations for Sustainable Destinations - Case Study Example

Marketing Strategies for SportUNE Name Institution Marketing Strategies for SportUNE Executive Summary There is arising need in most institutions especially those of higher learning to incorporation the schemes of mental and physical fitness in the daily undertakings. Currently, education centers are one of the places attended by many people since it drives the economic state of almost all countries. Apart from focusing on the provision of knowledge, such institutions need to incorporate the sporting activities in the systems to maintain mental and physical development of their staff as well as students. Due to the expansive coursework in most of the institutions, physical exercise plays an important role particularly to the mental portion of life ensuring effective critical reasoning. To ensure that students maintain both physical and mental fitness, the New England University, the theme of focus, employs a business scheme that ensures that both their student and staff community are fit both mentally and physically. The University adopts SportUNE, a department concerned with the physical precepts of the students. Under the department, the University provides students with ultramodern gymnasium facilities that ensure adequate fitness on a daily basis to reduce the possible fatigue. Observably, physical activities and sports promote the physical and mental health of students, and this ensures positive attribute on the education performance. Unfortunately, different business entities, in liaison with respective institutions, continue to thrive in the business due to their better services especially provision of additional services at subscribed fee. In this measure, UNI Life also has to develop an efficient marketing strategy for their SportUNE to ensure they remain competitive in the market. The research, therefore, concentrates on specific marketing strategies applicable for UNI Life particularly focusing on the strategies applied by the pioneers and followers bodies. Introduction Presently, most institutions focus on the academic performance without considering the need for the co-curricular activities. Such measures established due to the competitiveness of such institutions through performance. However, the current trend of performance in any institution requires additional principles outside the classwork. The introduction of a gymnasium and other models of co-curricular activities encourage the students to incorporate their academic calendar with some physical exercise since it also contributes to their performance. According to current researches in the education life, researchers maintain that most students are ever tired in classes due to increased coursework without play. Consequently, such students record poor performance and involvement on other vices such as sneaking out of institutions with others skipping the lectures. Similarly, researchers also indicate an increase in the number of health-related issues among students creating the need for physical facilities for the students. There are several studies relating physical exercise, activeness in lecture sessions and performance. Such studies reveal that students with planned and daily sporting activities pose a better level of understanding recording better performances than their counterparts who do no exercise. Due to this factor, current trends for the need of sports and physical fitness continue to rise with most institutions developing their gymnasium facilities. Likewise, most institutions develop professional courses in sporting in addition to the prioritized course of study. Currently, most institutions are involved into the sporting services for the students as well as the public. The rising establishment of physical fitness centers is a threat to the UNE Life since some of the students opt for such services outside the institution (University of New England, 2013). Importantly, UNE Life needs an established, efficient and effective marketing strategy to remain competitive. The institution needs to develop a brand for their SportUNE with a focus on the objective goal. However, such strategies require maximum analysis since they can contribute to the collapse of the business too. Additionally, research is essential for the business to establishment the services required by the students. The research will act as an alignment scheme ensuring achievement of the desired objectives. The success of the business exclusively depends on the mastery of the needs of the students. Relevance of pioneer strategy to UNE Life programs The rise of many other businesses operating on the same line as SportUNE is a threat to the thriving on the institution. The competition is alarmingly becoming stiffer with the competitors developing better marketing to hedge on the highest level. SportUNE, being an upcoming business in the sector, faces a series of challenges especially the unsustainable marketing strategies imposed by the pioneer organizations. Therefore, it makes it difficult for organizations such as SportUNE to enter and thrive in the industry. Essentially, SportUNE strives to be the pioneer institution in the industry (Sotiriadou & Bosscher, 2013). To achieve the goal, further commitment is essential rather than just establishing a better marketing strategy. Besides, such pioneer institutions need to develop a working strategy that ensures incorporation of both the students and the public in their operational system. According to researchers, change is inventible in any market. Therefore, for SportUNE to ensure it remains at the top, it has to align to the constantly changing market trends. The adjustments ensure meeting of the customers’ needs. Similarly, service delivery is important as a competition strategy (Fyall, Kozak, & Andreu, 2009). The institution has to ensure the provision of ultramodern service delivery. For instance, use of modern facilities. Likewise, well-trained personnel are essential in achieving the desired goals as the students need proper assistance during the physical exercise. The adoption of the use of modern facilities limits the movement of the students to other organizations to seek better fitness facilities. Market segmentation also plays an important role in keeping SportUNE as pioneers. An understanding of the students’ areas of interest promotes a better focus to such activities ensuring maximum utilization. Though the institution experiences reduced number of students attending the physical activities at the SportUNE, the facility needs to sustain its activities in the competitive world. To increase the service base, a norm of every business, the institution must strive to push the competitors out of the market. Different pioneer institutions apply various mechanisms to prevent adverse competitions and reduce losses as the market becomes unsustainable. Some institutions use the early withdrawal mechanism to avoid unsustainable competition in the market. Others start other business non-related to the present one to sustain the stiffly competed business. Every business bases its market strategy to client attraction. On a similar measure, SportUNE continues to develop a wide range of market strategies that target its customers ensuring retention of the pioneer status. Importantly, SportUNE focuses on alternative sporting activities to incorporate other more students. One of the most effective marketing strategy adopted by SportUNE is the inclusion of a sporting course in every normal study schedule to ensure each student visits the gymnasium. Besides, the institution has incorporated various sporting clubs in its system ensuring maximum participation. Significantly, Change4Life Sports Clubs in most schools is crucially important since it encourages students to attend mental and physical services with an aim of having a healthy life. The major competitor of SportUNE is the Sports Communication of Australia. The organization located outside the institution offers almost the same services as the former gaining more positive preference and taste by the students (Fyall, Kozak, & Andreu, 2009). To meet the standards of the pioneer strategies, the institution requires innovative ideas that ensure new and updated models of service delivery. The innovative ideas are tools that improve the performance in the sporting industry (Sotiriadou & Bosscher, 2013). The development of the innovations, however, would remain futile in the positive progress of the institution in not aligned with the objectives of the institution. For effective implementation of the set innovations relevancy is important. If relevantly applied then such ideas are likely to identify adequate marketing plans with a focus on the areas not captured leading to necessary adjustments. Another important factor important for effective competition strategy is the clients. For effective implementation of the various innovation ideas, clients’ feedback mechanism is very essential. Since clients are the center of focus, adequate reasoning and incorporation of the views raised ensures the achievement of the desired goal thus facilitating meeting of their needs. The incorporation of clients in the marketing acts a method to identify the market gaps and work towards filling such gaps. For example, some of the gaps observable include lack of training sessions concerning healthy living after the physical exercise. The rising needs of such services are only attainable through proper interaction with the clients (Jabri, 2012). To gain the competition base, SportUNE may adopt such measures to give it a competitive advantage over other pioneer institutions. Nonetheless, the adoption of whatever the marketing strategy, minimal utilization of the organizational resources is important since it can as well contribute to failure and eventual collapse. For instance, financial considerations are crucial when developing such measures. Similarly, the cost of employing or hiring training personnel is important. With the observed trend of the need for competitors to push other firms out of the business, Aggressiveness is essential in the implementation and offsetting of the developed marketing strategies. Stages of the Product Life Cycle (PLC) and relationship to SportUNE PLC consists of three stages; the mature stage, shakeout stage and final stage. At the shakeout stage, market segmentation is important as it attracts more customers within other ranges away from the institution. During this stage, effective market strategies such as cost reduction and promotions are important to attract more students. Even though the current trends in the market show offering of quality services rather than the cost of the services as the market strategy, adopting such strategy is likely to affect SportUNE negatively due to its limited financial base. In fact, the institution is likely to incur losses without attracting any customer. During the mature stage, the institution records some slight growth in the market, though mostly the management team enjoys the returns. Specific market strategies are essential in this stage to ensure established operational systems. Notably, most institutions focus on measures that are to increase the institution’s shares in the market (Van der Wagen, 2005). Limited promotions are necessary. For SportUNE to compete with the pioneer institutions in the industry, employment of these efficient models at this stage is important especially in outlining the underlying components of marketing. The final stage is the decline stage. At this stage, the institution develops a series of challenges that affects the organizational systems. At the stage, most of the sporting institutions experience minimal growth since most of such institutions does not concentrate on marketing and so do not attract a large number of customers. To secure a greater market share, a follower institution like SportUNE should concentrate on a marketing strategy to gain penetration into the customer base of the pioneer institutions. With such strategies in place, SportUNE can easily compete out the other institutions in the industry. Consequently, SportUNE would provide adequate business space thus maximizing profit. Together with SportUNE competencies in management and a larger market share benefits, creating a competitive advantage is easy and achievable. Strategies of new market entry and relevance to SportUNE Every business aims at making profits. The amount of profits gained by each firm differs depending on the laid down strategies. To gain maximum profit, various institutions use different mechanisms, SportUNE not an exception. For instance, some organizations apply the principle of competitive advantage to gain a larger market share by improving the quality of services. On the other hand, other institutions use reductive costs to ensure minimal production expenses. All these strategies are effective depending on the various factors in the market. The central aim of the strategies is to attract more customers creating a greater service base. Most pioneer institutions use ultramodern facilities for clients’ attraction. Such facilities provide quality and efficient services. A follower institution such as SportUNE finds it costly to purchase such facilities and, therefore, is likely to compete out of the market. To curb the dominance of the pioneer institutions, SportUNE needs to come up with alternative programs that attract more customers regardless of the poor facilities. For instance, incorporation of nutrition classes is likely to work well for the institution. Most students, especially the female students, are concerned of what they consume. Similarly, the effects of such consumptions to the students’ health are important. Observably, few institutions in the industry offer such services. Therefore, with the inclusion of such training most students will gain positive preference and taste for SportUNE. At the introductory stages, SportUNE can offer the services as a promotional scheme and later improving the training through subsidized fee. Periodically, most students will be attracted to the nutritional lessons attracting a greater population to the facility. To increase the nutritional service base, the institution through liaison with other external organizations focusing on students’ physical health and fitness can scale the services to include other services related to health. SportUNE needs to diverse their operational framework to include the public as well. Like other organizations, adoption of market segmentation method in identifying the regions of focus would initiate better achievements as a follower institution. To increase the market base and operational area, the university has to ensure the extension of its services to not only the members of the public within the vicinity of the institution but also distant regions (Jabri, 2012). Decentralization of some of the services would ensure a greater attraction of people. Notably, regardless of distance, with preference and taste for a specific service a customer is capable of traveling all the way to meet the desired service (Van der Wagen, 2005). Another important strategy is the franchising of the services of the SportUNE. The institution should adopt a mechanism of delegating the services of the institution to other firms and organizations that deal with the sporting activities as well as the public. Such bids ensure proper control and extensive coverage of the targeted region. Although the institution has recorded better operational systems and creativity in service delivery within the few years of operation, proper implementation of such systems would cushion its organizational performance making it gain competitive advantage. Besides, the continued focus on the objective of becoming a pioneer sporting center in Australia is essential in increasing its client base. Nevertheless, a slight laxity in operations would compromise the quality of services offered leading to adverse effects and eventual collapse. With such defined strategies in place, SportUNE is likely to observe a higher increase in its members to a number that they cannot accommodate. Under such circumstances, the institution will apply the market share strategy to maintain a defined operational structure. The market share strategy would decentralize the services ensuring the establishment of its operations at regions closer to their respective clients. This would ensure better management systems and availing the services closer to the customers. Other institutions use flanker brand as a marketing strategy. The strategy is also effective in promotional mechanisms ensuring effective marketing. The model is also applicable in the case of SportUNE and can gain competitive advantage. Maintaining competitive advantage in shakeout, nature, and declining markets Technology changes over time affecting the operational structure of organizations. Therefore, institutions need to keep updated with the technological trends to remain relevant in its operations. Technology is an important factor that essential for any organizational system. It aligns organizational systems with the needs of the clients. SportUNE through their adequately trained staff offers customizes ultramodern facilities that meet the needs its customers (UNE, 2013). To remain relevant in operations, the application of the Product Life Cycle (PLC) is important as it ensures proper insight on the future trends positioning the management for organizational adjustment if necessary. Understanding the cycle especially its stages is important in providing a sustainable competitive advantage (Gamble & Thompson, 2009). The design of the cycle is in such a manner that each stage defines specific market strategy and the necessary models for its implementation. The application of such models is essential in defining every stage of the performance of the institution. For instance, the management clearly notes the growth, shake-out, mature and decline periods. Therefore, the institution can adjust its operations to avoid collapse. As outlined in the PLC scheme, proper market strategy design is essential in reducing the chances of being competed out. A market strategy remains relevant in creating a better competitive advantage. Most firms experience stiff competition during the shake-out stage. Without proper marketing strategy, follower institutions are likely to quit the market. During this period, most institutions experience minimal growth margins contributing to eventual quitting. During periods of light competition, most follower institutions in the sporting industry experience some growth within the market through providing services that are more technical and establishing efficient market strategies. Relevance of SportUNE offerings to new economy markets The changing technology requires advance organizational development, in a particular adoption of the electronic commerce system. Periodically, the demands of customers change depending on variance in technology. Similarly, the youths are gaining entry into the entrepreneurial sector diverting the core target in the market. These youths, aged between 30 and 35 years, require the technology in their operations to provide effective and efficient management systems. With the increasing need for online services, SportUNE must ensure an improvement of its website to provide such health training to cancer individuals even from the comfort of their homes. Nevertheless, SportUNE website fosters faster and efficient communication that is cheap and time saving (Gilbert, Lo & Palgrave Connect, 2007). Technological use of internet tends to increase the marketing strategy since it is simple, easier and cost effective reaching many people within a larger scope over a short period. With the correct application of the social media ads, SportUNE is likely to record increased profitability contributing to improved growth index (UNE, 2013). Besides, the clients can adopt virtual classes rather than having to appear physically at the institutions’ facilities for training. Other media such as YouTube provides a better platform for displaying training sessions and other health lessons attracting diverse population in the SportUNE. Likewise, the rising online chat enables the service provider and the clients to communicate regular ensuring explanation some of the key concepts that might be necessary before subscription to the training sessions. Additionally, services such as the online talk system and Skype provide a better platform for verbal and visual communication ensuring proper management. The establishment of these technological updates creates an avenue to gaining new market economies as well as limiting the entry of new firms into the industry. Observably, the current market on the quality of the services delivered rather than the product itself. Most institutions employ expertise in their communication and technology department to ensure maximum quality. SportUNE, without exception, should also focus on establishing a standard electronic commerce system. Crucially, the electronic commerce system is important in the provision of quality service. Organizational structure for implementation of SportUNE competitive strategies The role of marketing in attracting new customers is very important. However, exhaustive analysis of the various marketing strategies is crucial to ensure that they match with the designed plans and organizational structure of the institution. If not, the failure looms. The marketing strategy applied must be inclusive meeting the needs of every targeted potential client. Implementation of various marketing strategies must consider the underlying factors such as cost and returns. Poorly implemented strategies that seemingly act as a competitive advantage might end up raising the implementation costs and recording poor returns. Under such circumstances, the institution undergoes a declining growth and potential collapse (Jabri, 2012). Each institution constitutes a defined layout of its objectives, mission, and vision. For any market strategy to be effective, it must integrate such concepts. The coherence of the desired results rests on the organizational objectives. The uniqueness of every business is also important. Therefore, for each institution to thrive against its competitors, it must apply a different marketing strategy. However, the must be governed by the norm of increased performance. Notably, the effectiveness of any marketing strategies relies on the employees. Thus, engaging the employees during the development of the strategies reduces the chances of criticism in the implementation process due to varying interests. The inclusion of the employees in the initial process ensures listening to their opinions and incorporating them such views in the implementation process. The effectiveness of implementation of any marketing strategy and plans requires ambient coordination. The defining systems of the duties, attitude, and behaviors of various employees are important in the formal set up of organizational structure. For the efficient and effective implementation of the various marketing strategies, SportUNE requires a well-defined and systematic structure. The organizational structure defines the criteria of decision-making and organizational performance (Szymanski, 2010). Besides, the management must ensure adherence to changing business environment to record profits. For SportUNE to thrive in the competitive industry, it must align its marketing strategy to its underlying organizational structure, or else chances of failure in performance are high. As defined by the evaluation of the business structures modules, for the objectives of any institution to be attainable they must be SMART. For instance, the objectives must be achievable, realistic, measurable and time-bound. If such conditions are not met, then the defining power of the objectives is null. SWOT analysis of the idea Currently, there are developed systems of hardware and software programs that ensure development in business models. The development of these models plays an important role in simplifying the managerial duties. Evidently, the emergence of such programs hastens the organizational systems especially decision making among the among the management team. Similarly, the programs link different departments within the institution facilitating smooth operations without the need to move physically from one office to the other to acquire certain information. The adoption of such programs by SportUNE will ensure improved service delivery attracting a greater base of customers. The rising use of internet also acts as networking platform in which clients and the management team meet and share ideas likely to facilitate the business operations. The adoption of an interactive platform by SportUNE is a better opportunity for extracting new ideas from diverse sources essential for improved performance. However, thorough analysis of the public ideas is essential since some of them might contribute to failure. Importantly, the internet is likely to attract more clients through referrals from individuals who already benefited from the facility. The inception of internet services remains outstanding especially in providing the necessary information for the new entrants at their convenience (Gilbert, Lo & Palgrave Connect, 2007). SportUNE continue to experience threats from different other upcoming new entrants into the industry. Such institutions offer more advanced internet services with the inclusion of their own trainees in such developments. This possesses a great threat to SportUNE. The idea also attracts weakness of criticism and counter-internet abuse. Roles of marketing metrics and marketing audit in SportUNE The role of the marketing metrics in the implementation process is to provide essential numeric data essential for the evaluation of the performance of an institution. The values compare the performance of an institution with the specific organizational goals attained. Marketing metrics acts as a measure of the SportUNE services in the market. Through that, the SportUNE can rebrand its products and services to ensure relevance to the market trend. The analyzes of the marketing metrics provide a guide to improving competitive intelligence. The market metrics are important to SportUNE since it facilitates the calculation of the strengths and weaknesses of the institution. The metrics also provides an understanding of revenue generation schemes ensuring exploration of new financial sources if need be (Fyall, Kozak, & Andreu, 2009). Marketing audit, too, is important to the operations of SportUNE. The audit involves an evaluative survey on the effectiveness of the applied strategy. It evaluates if the strategies are yielding the desired outcomes. Monitoring and evaluation of such strategies offers an opportunity for adjustments and realignment of the marketing strategy to the objectives of the institution. Essentially, SportUNE requires a constant market audit to ensure exploration of diverse platforms to maximize profitability. Through marketing audits, the SportUNE can access more customers. Conclusion The organizational performance of any business depends on the diverse marketing strategy that ensures a competitive advantage over other institutions. For sustainability, an institution needs to keep its focus on the desired goals. Change in technology is an inevitable process that affects most business. Therefore, to keep a relevance to the customers, organizations must ensure constant realignment to accommodate such new technologies (Szymanski, 2010). Notably, learning institutions are focusing on improving the performance of their students through the inclusion of sporting activities. SportUNE, one of the universities’ sporting center, need to realize the continuous emergence of new entrants into the industry. As a result, efficient marketing strategy is important in keeping a notch higher in meeting the needs of the students and the public. Reference Top of Form Bottom of Form Fyall, A., Kozak, M., & Andreu, L. (2009). Marketing Innovations for Sustainable Destinations. Oxford: Goodfellow Publishers. Gamble, J., & Thompson, A. A. (2009). Essentials of strategic management: The quest for competitive advantage. Boston: McGraw-Hill Irwin. Gilbert, H., Lo, J., & Palgrave Connect (Online service). 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