Written for/Reported to_____________________________AbstractThis is a report on the process of preparing a marketing plan for a sports centre utilizing the SWOT and PESTEL analysis. The SWOT analysis defines the strengths, weaknesses, opportunities and threats of an organization or business while the PESTEL assess the external environment to determine the external influences. This report is based on the study conducted to produce baseline information for the development of the marketing plan. The study yielded a result that the surrounding competitors do not pose a great threat to the Sports Centre although there seem to be strong barriers to increase its membership base that will bring in improved productivity and profit. The main recommendation of this study is the adoption of a marketing plan and consequently following the 12-month action plan developed within this document.
A proposed vision and mission is recommended to be adopted although the university as a whole have a vision and mission of its own. It is seen as essential for the sports centre to have its own which is strictly goal driven and specific to sports. This will aid in the strategic direction and emphasize what the facility aims to achieve.
Introduction Advertising and selling have often been confused with the concept marketing which has been the vehicle of increased production and profit. No amount of marketing though, will improve a business significantly unless planned. Leisure and lifestyle industry is not exempt in this desire of businesses to increase profits and productivity. Thus, in order to know what exactly affects ones’ business and how to improve in order to increase profits and productivity, a marketing plan must be developed. A marketing plan provides the direction of a business over a period of time (Horner and Swarbrooke, 2005).
Furthermore, it tends to critically analyse a business’ current situation including the macro environment factors that have a direct impact upon the business which will either enhance the opportunities or reduce the threats. The recommendations of these analyses can be used by businesses to improve and increase productivity, profits and promotions (Middleton and Clarke, 2001). This is a report for a project which aimed to produce a marketing plan for the sports centre of the University of Wolverhampton.
These sports centres are based on two campuses and neither two use a marketing plan or have even produced one. The marketing plan that will be produced is aimed at increasing productivity and profits. The objectives included a twelve month action plan which consists of key dates from the academic calendar and incorporates a SWOT and PESTEL analysis to identify external factors affecting, and that has the potential to affect the business. The marketing team will carry out research in order to make recommendations for the sport centres, which will be critically analysed relating to literature found for the project.
The body of this report presents briefly the background, particularly the social structure, of the community where the business is situated that provided the foundation of the marketing plan. The next sections set up the stages in the preparation of the marketing plan, the methodology employed in the study, a description of the study design, the procedure in data collection, the determination of study sample and the data analysis process. A section is also devoted to findings and a discussion of the results of the study.