The paper "SportUNE Community Physiotherapy Clinic Market" is a good example of a marketing case study. SportUNE is a precinct found in the University of New England in Australia. It houses a range of sporting facilities including indoor multi-purpose halls, gym, 15 hectares of playing fields, heated 25 m indoor pool, Bellevue grandstand, crè che, café , group fitness rooms, indoor climbing wall and outdoor netball, basketball, and tennis courts. The playing fields comprise of 5 soccer fields, Bellevue Cricket grounds, 1 AFL ground Brian Seppelt Playing Field (touch football and softball), 2 netball courts, Bellevue Oval and grandstand, 1 sand and 1 wet-dressed synthetic hockey fields, Consett Davis playing fields, BBQ, 4 rugby union fields, and picnic facilities.
(SportUNE, 2014) Presently, sportUNE serves 2000 customers. However, there is room for growth especially by venturing into new markets and offering new services which would give SportUNE a competitive edge against its competitors, Mackay Regional Sports Precinct of Victoria University and Sydney Olympic Park. (SportUNE, 2014) SportUNE Community Physiotherapy Clinic is a business idea for SportUNE targeting a new market. This new product targets physiotherapy patients from the hospitals surrounding SportUNE and within Armidale.
SportUNE should partner with these hospitals in providing physiotherapy services for these patients within its facilities. This idea is in line with SPortUNE strategic plan 2012 - 2016 since it targets community as one of the key focus areas. It will encourage access to services and programs by targeting local and regional communities (SportUNE, 2014). EXECUTIVE SUMMARY The mission of SportUNE is to enhance UNE’ s standing and service role in different communities through sporting partnerships and healthy lifestyle changes. This paper analyses SportUNE’ s Marketing Strategy through the product life cycle for its new product targeting the local and the regional community.
The article details the specific choice strategies pursued by SportUNE through the cycle, from the introduction to decline. In addition, the paper reviews the strategies that SportUNE adopts in organizational structure, marketing plan, marketing metrics and marketing audit. PRODUCT LIFE CYCLE Product lifecycle (PLC) is a technique in business that attempts to divide the lifespan of a product, either a good or a service, into distinct faceted stages with different characteristics. The standard product lifecycle outlines four stages namely: introduction, growth, maturity and decline.
These stages are further divided into sub-stages. Product lifecycle management uses the data gathered over the product lifecycle in different aspects of the business (Doyle, 2013). The introduction stage is the stage where a new product is availed to the market for the first time. This stage is characterized by a few customers, less competition, low sales, high risk and low or nil profits. The principal objective of the firm at this stage is market penetration. The firm incurs massive distribution and advertising expenses at this stage.
Strategies available to the firm at this stage are a pioneer and follower strategies (Wankel, 2009). The second stage of PLC is the growth stage. This stage is characterized by a steady and sharp rise in sales to customers established in the introductory stage. The growth in sales may be rapid or slow depending on market characteristics. There is still massive advertising at this stage. A firm may choose to adopt a market leader or a follower strategy in this stage of the PLC. (Armstrong, Kotler, Harker, & Brennan, 2012)
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