The paper " Cause-Related Marketing Issues " is a perfect example of a Business Case Study. Education and hospitality have proved to be factors within universities that go hand in hand. The success of UNE Life businesses in complementing education at University of New England supports the statement. Therefore, this report will identify and discuss the relevance of the mission, SMART objectives, and hierarchy of strategies for UNE Life. In addition, the report will define the industry in which UNELife will compete and describe the significance of the overall segmentation, targeting, differentiation and positioning strategies for the business. Hospitality is one of the largest growing sectors in the economy.
In fact, it is rated number one in the service sector (Reid & Bojanic, 2009, p. 4). Mahmood (2013, p. 77) claimed that as an industry that integrates the entertainment and leisure sector, it has grown to a lucrative sector within the institutions of higher learning especially if it offers product development, innovative and diverse products, and service. This is because the university has students and staff from a different background than coexist together though have different aspirations and interests.
Mahmood (2013, p. 79) stated that education may be the key thing that has brought students and staff to the institution of higher learning, but hospitality is also needed because it compliments learning. It is the same reasoning which the University of New England has embraced to start the UNE Life program which encompasses business like sports and fitness, café , groceries, learning material, entertainment, and other services. Therefore, this report will identify and discuss the relevance of the mission, SMART objectives, and hierarchy of strategies for UNE Life.
In addition, the report will also define the industry in which UNE Life will compete and market attractiveness using five competitive forces, macro and micro-level and other strategies. UNE Life’ s Mission, SMART objectives and hierarchy of strategies Mission UNE life is a hospitality and service delivery program with a powerful mission that cuts across sports and fitness, café , entertainment, groceries, stationeries and other services (UNE Life, 2015). Founded in 2014, following collaboration between SportUNE and Service UNE, UNE Life business aims at offering tailored and continuous facilities and services to students and staff at the University of New England (UNE Life, 2015).
The mission of UNE Life is to stimulate the atmosphere and on-university activities for the students, employees and the entire community. With this approach, the program will make life at a campus more enjoyable and easier. Objectives and strategies Currently, UNE Life incorporates 10 businesses that provide different products or services to students, the staff and the general community around the University of New England. These businesses are established with different objectives. Some of the businesses within UNE Life comprises of Sportline, café life, sleek, campus essential, Belgrave Cinema, graduation services, Yarm Gwanga, The Booloominbah Collection, The Astro and Life Function and Catering (UNE Life, 2015). SportUNE was established to offer facilities for sports and fitness to students, university employees and the community throughout the week.
According to UNE Life (2015), SportUNE is today one of the best sporting facilities not only in the universities but also in Australia with sporting services and facilities for gym, tennis, badminton, football, basketball, rugby, baseball and volleyball among others. UNE Life (2015) posited that the aim of this program is to create a healthy community through the week.
Fitness experts claim that students who healthy physically are often attentive in class and are able to memorize what they have learned. In addition, workers who are fit body wise are often active in their work. The SportUNE initiative also aims at providing the management with extra revenue from the membership fee.
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