The paper "SportUNE Cooking Club Marketing" is a good example of a marketing case study. The sportUNE institute in Australia is a unique institution in the Australian and global markets. This is so because of its adopted teaching and operational model. Instead of operating like other institutions that focus on education alone, the institution focuses on developing sporting skills. Therefore, the organization is based on a vision of attaining a healthy youth population in the hope of increasing their overall productivity in the market. Therefore, based o this operational principle, sport une offers a wide range of sporting activities as a strategy to satisfy its consumer base with the offerings ever-increasing since its inception in 1938.
However, with the increasing rates of competitiveness in the Australian market, the organization is bound to face long-term competition on the provided offerings and thus need to develop alternative strategic offerings to counter this expected competition (“ sportUNE” “ about us” ). One of the strategic approaches through which the organization can achieve this is by offering a cooking club as part of the sports offerings. In this regard, the competitors should be involved in direct and practical cooking classes upon which they compete amongst themselves to establish the winners.
Through this offering, the organization will ensure a unique competition development as well as the equipping the consumer base with the required cooking skills to reduce on the reliance of fast foods that are destroying the Australian youth’ s health leading to increased cases of obesity in the society. 2.0 Product Lifecycle Every market product has its limited existence lifespan. This is the reason why, products that were on sale in the last decade, have since disappeared from the market, overcome by other substitute and competing products or rebranded to retain market influence.
All these marketing decisions are developed based on the realization of the sigmoid curve product lifecycle of all normal good and services. In this case, like Yang, Moore, Wong, Jun-Sheng and Chong (939) described such a lifecycle have four distinct stages namely the introduction, growth, maturity and the decline stages respectively. On one hand, the introduction stage involves the stage at which a new product or service is introduced into the market for the first time.
As such, the consumers are unaware of the product functions and the derived consumption merits. Therefore, in this situation, the product supplier has to increase and focus on informative advertising and marketing strategies as a way of increasing the product fit the consumer stage. The subsequent stage is where a product is known in the market and its consumer base increases exponentially with minimal marketing efforts. However, the supernormal profits made in this stage attract new industry competitors’ thus increasing overall industry and market competitiveness.
Once a product passes the growth stage it enters its maturity stage where sales and consumer base remain constant prior to their gradual decline in the decline stage that is a sign of a need to rebrand or withdraw a product from the market as the sales fail to break even on the organizational production costs. Based on the above theoretical argument, an evaluation of the proposed sportUNE cooking club as a new sporting and recreational activity establishes that the venture would join the market at the initial product introduction stage.
In this case, the organization will be required to develop and recruit its own consumer base form the existing potential consumers in the industry. The venture into this industry has merit in the establishment of market control, consumer loyalty and the eventual longer operational lifecycle period to enhance long-term profit gains.
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