Essays on SportUNE - Product Life Cycle Case Study

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The paper "SportUNE - Product Life Cycle" is a good example of a marketing case study.   SportUNE is a sporting facility of the University of New England. It is considered one of the best facilities of its kind. It offers a wide range of services and opens every single day of the week. Among the facilities offered by sportUNE include a gym; a 25metre heated, indoor pool; a number of indoor multi-purpose halls: basketball, badminton, netball, table tennis, and squash courts; tennis courts; a café ; a crè che; an indoor climbing wall; and 15 hectares worth of playing fields: 5 soccer fields, 4 rugby fields, 2 plexipave netball courts, and 1 sand and 1 wet-dressed synthetic hockey fields among others.

SportUNE has a number of fitness trainers always ready and willing to help one to make plans on and work towards the achievement of their fitness goals. Moreover, there are a number of fun and exciting activities offered that can help one’ s fitness journey be less routine and more engaging. All these are all offered within extremely convenient proximity to each other (Sportune. com. au, 2014). It is, however, true what they say that one cannot be all things to all men- and even though sportUNE is no exception, they can certainly try.

Despite the vast number of facilities provided, one thing seems to stand out as missing from a facility that prides itself as the best university sporting precinct- yoga. Yoga, like swimming, is said to pack a comprehensive physical workout in just one session. For its lovers, nothing quite fits the bill the way that yoga does. It would serve sportUNE well to expand their boundaries by venturing into yoga as part of its provided facilities.

It may be a relatively painless expansion as one of the multipurpose halls can easily be repurposed for this reason. The type of yoga to be offered should dictate the type of remodeling for the intended yoga studio. The Product Life Cycle The product life cycle is a cycle through which products go through while they are in the market. It is based on the biological life cycle that living things go through and comprises of four different stages. A see, for example, is sown (introduction); after which it starts to sprout (growth); it then blooms into a fully grown adult (maturity); and finally after it has lived for its stipulated period of time, it begins to shrivel off and eventually dies (decline) (Cohen, 2006). All products have a life span during which they go through different stages in the product life cycle.

Theoretically, products upon their launch/introduction into the market should go through the aforementioned stages. They continue to gain customers as they begin to grow, (and after a specific period of time) the market then stabilizes which sees the product enter the maturity stage.

At this point, the product may be overtaken by time, other newer, fresher, and better products, or competitors who are in one way or another superior. It then goes into decline and is eventually withdrawn (according to the typical product life-cycle chart) (Cohen, 2006). The introduction stage is the least profitable and probably the most expensive stage. Sales are low because customer base (market size) is low while money still needs to be pumped into the product development through things like consumer testing, research, and product marketing- all of which will vary in cost depending on the product and the competition within the sector (Cohen, 2006).


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