The paper "Marketing Plan for the Walsall Sports Centre" is a wonderful example of an assignment on marketing. This is a report on the process of preparing a marketing plan for a sports center utilizing SWOT and PESTEL analysis. The SWOT analysis defines the strengths, weaknesses, opportunities, and threats of an organization or business while the PESTEL assesses 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 are recommended to be adopted although the university as a whole has a vision and mission of its own. It is seen as essential for the sports center 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 concept marketing which has been the vehicle of increased production and profit. No amount of marketing though will improve business significantly unless planned. The leisure and lifestyle industry is not exempt from 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 analyze 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.
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