The paper "Strategic Marketing Plan for SportUNE" is an outstanding example of a marketing case study. This paper focuses on a strategic marketing plan. The engagement areas throughout the paper are concerned with formulating, implementing and measuring marketing strategies. Additionally, various strategies for new market entries, growth markets, mature and declining markets and for the new market in sustaining competitive advantage over the product life cycle are discussed. SportUNE has been used in the discussion and analysis of each of these concepts. Pioneer or a follower strategy- suitable strategic market programs There are a variety of concerns that relates to adopting a pioneer or a follower strategy.
The issues that can be addressed here include the balance of risk and reward; maintenance of the share in the market following new entries; the advantages of being first with a service or a product; the risk associated with innovation; the strategies adopted by late entrants to ensure success is attained; and the need to wait and learn from the encounters that the first entrant gains in the market. (Kotler & Armstrong, 2013) In both instances, i.e. the pioneer and the follower strategy, there are advantages and disadvantages linked to them.
Being a pioneer calls for a positioning that enhances proper reaction to the changing market conditions. There is anticipation for potential entrants in the market after the pioneer. Reactions like the creation of barriers to entry can be used by the pioneer in order to regulate the eventualities related to a particular line of innovation. This can be done in dynamic ways as deemed necessary by the pioneer like controlling vital distribution channels and reduction of price once the economies of scale are attained.
Having a sustainable and significant market-share advantage may be accredited to the pioneers. (McDonald & Wilson, 2011) Adoption of marketing strategies and distinctive positioning by the followers can be a path to their market success. Even with the pioneering achievement of the incumbent level and having expanded market power, the follower can identify the available gaps and develop innovative patterns of marketing of the product and services. The follower may incur fewer costs especially if product imitation is what is adopted. The larger part of the investment relating to research and development for product or service innovation may be borne by the pioneer.
In addition, the follower may thrive in the promotion and advertisement efforts of the pioneer regarding the products and services. The follower will, therefore, be likely to enjoy a grounded distribution network, well-built brand equity and an established presence in the marketplace. (Mohr, Sengupta & Slater, 2010) SportUNE has adopted both a pioneer and a follow strategy in its existence period and in the dynamism of its operations in the sport, exercise and health programs.
The area of pioneering has been in the encouragement of regular programs in sports and exercise. This is in an effort to significantly enhance the welfare of the regional community and the University. Maintenance of a diverse range of high-quality sporting, fitness, and health facilities and the encouragement of regular programs in sports and exercise have been some of the areas that SportUNE have been engaged as a pioneer. This has enabled it to offer expertise across a broad range of disciplines. The integration of the community level with the UNE student body as staff in SportUNe has strategically enhanced participation across the university staff and students and the wider community.
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