IntroductionXCITE Church is a church located in Melbourne Australia. It was founded by university students in the year 2007. Its vision includes reaching out to the broader international community both in Melbourne central district as well as in the suburban areas of Melbourne. Several church members belong to Monash University and these same students live next to the university. XCITE Church also hires venues within the university in order to enable other students and other people within the university to access the services. It is run by a voluntary pastor. This is mainly because it has inadequate finances to employ a full time pastor.
In the past, this church had part-time employees, but currently has none as a result of financial constraints. These financial constraints have created several problems for the church and its’ members. This report talks about XCITE Church and looks into the case of financial constraints facing the church. It also answers questions on the church’s position strategies, challenges as well as the strategic direction to be followed in order to overcome these challenges. XCITE Church positioning strategiesXCITE Church has positioning strategies.
These positioning strategies deal with the positioning of the church in relation to its adjacency with the people attending the services. The positioning strategy is an issues in the church, since it creates problems in maintaining the church’s’ unique position in the huge and competitive church market. A positioning strategy is conceived and even developed in many ways. It can be derived from competition, object attributes, the type of customers, application as well as the characteristics of a given product class. All these attributes mainly represent a whole different approach in the development of positioning strategies.
All of them however contain a common image in consumers’ minds or in the audience’s minds. Some of the positioning strategies employed by the church include the setting up of a welcoming lounge. This lounge belongs to the newcomers whereby they meet up with the leaders of the church after the church services. These newcomers receive the welcome cards and in these cards, they fill in their details. After filling in the cards, the ushers return these cards.
The usher team then later on takes the newcomers contacts and informs them of the next Sunday’s services. This strategy helps to increase the number of people attending the church service and an increase in the number of people attending the church service increases the contributions made towards the expansion and the growth of the church (Seggie 2009). Another strategy is the provision of business cards and t-shirts. These provisions enable the church to promote its’ services. A church resembles a business venture in the sense that the more the fraternity, the more the church expands not only in congregation means but also financially.
The church also has a page in Face book. This marketing strategy enables the church to post links concerning the upcoming events on the services in the church and other events. The page also has full details on the location of the church as well as any upcoming events of the church. The church elements including the sermons, the music and the decorations on several occasions target the university students. The university students range between 18 to 25 years therefore everything is set to target these youths.
The church pastor wears very informal attire to suit the church audience. The sermons are also light as well as relevant. This means that the sermons suit the university students and this therefore develops their interest in returning to church during ever event. Their music is also upbeat and loud and they suit the youths. The church throughout the year organizes for promotional activities. At the beginning of the semester, these promotional activities highly attract the new international students (Taute 2011).
These activities also include the use of posters, brochures as well as advertising in the student’s magazines as well as the standing posters. The use of all this is to enable the church to expand its’ services.