Essays on The Pursuit of New Product Development Case Study

Download full paperFile format: .doc, available for editing

The paper "The Pursuit of New Product Development" is a great example of a Marketing Case Study. SportUNE was formed in 1938 with the aim of boosting sporting, fitness, and health-related programs. Over the years, SportUNE has demonstrated greater effort in ensuring that sport, exercise, and health-related programs are accessed by the students and the community at large. This has played a significant role in the educational requirements and objectives by enabling students to balance education and physical activities in pursuit of their talents since some are best in fields while others are good in educational activities (Sportune. com. au, 2014).

Therefore, giving students access to SportUNE facilities has enabled many to realize their talents at an early stage. SportUNE has contributed directly and indirectly in social, political and economic fabrics of the country. In addition, it has promoted a healthy nation through the provision of fitness facilities and health programs that ensure citizens are healthy thus keeping the nation healthy in all aspects both locally and internationally. SportUNE has also improved students leadership skills since within the management, students are given active role to play in decision making and discharge of duties and responsibilities as accorded to the position held in the management.

Consequently, SportUNE is part of university arm of corporate social responsibility (CSR) since the facilities are open to the community living within the university at very affordable rates and part of those who work in the facility are locals who are employed within the same locality in which university is based on (Sportune. com. au, 2014). We, therefore, as management of SportUNE introduce new products to the existing services provided by the facility in which we plan to launch a cultural center.

Sporting activities resulted from the culture of certain people in the world for example athletic was a cultural event in Greece, thus incorporating cultural center within the facility of SportUNE will be more appropriate in promoting culture, celebrating heroes and diversity in the society. The cultural department will contain café with cultural food and beverages, Arts gallery and Curio shop for those interested to buy or view. This aims at boosting cultural aspects of community and providing revenue to run SportUNE effectively by keeping the pace of technology advancement since surplus from the cultural department will be apportioned on other crucial departments that need technological advancement and financial resources (Sportune. com. au, 2014). SportUNE is a non-profit organization formed and controlled by the university of England.

It was incorporated in 1938 with the aim of blending in educational activities with physical activities such as sports and body fitness. The facility is built under the motto; ‘ Find balance’ regarding education and sports with other physical activities (Sportune. com. au, 2014). The facility has boosted sporting, exercise and health-related programs participation by students compared to any Australian university in the region.

SportUNE facility was formed with the several core pillars which includes university reputation and profile enhancement through advancement on the sporting and wellbeing facilities, value addition to the students through students involvement in active roles of the facility thus enabling them to get life skills such as leadership and administrative skills, enabling students get facilities to use in their practical session such as those students on sports science and education programs, boosting regional objectives by liaising with community in sports and health-related programs, increase participation of students, staff and community through provision of diversified sports, fitness and other recreational activities, educating members on healthy practices, motivation of the talented members to take their talents a notch higher by participation in large competition e. g.

commonwealth games and world cup, linking junior athlete with strong elite and other renown sporting bodies, development and upgrading facilities and lastly, ensuring sober working and learning environment for the students and staffs (Sportune. com. au, 2014).


Annacchino, M. (2003). New product development. 1st ed. Amsterdam: Butterworth-Heinemann.

Annacchino, M. (2007). The pursuit of new product development. 1st ed. Amsterdam: Butterworth-Heinemann.

Beirman, D. and others, (2003). Restoring tourism destinations in crisis: A strategic marketing approach. Southern Cross University.

Chester, J. and Montgomery, K. (2008). Interactive food and beverage marketing: Targeting children and youth in the digital age.

Cooper, L. (2000). Strategic marketing planning for radically new products. Journal of Marketing, 64(1), pp.1--16.

David, F. (2005). Strategic management. 1st ed. Upper Saddle River, N.J.: Pearson Prentice Hall.

Deeds, D. and Hill, C. (1996). Strategic alliances and the rate of new product development: an empirical study of entrepreneurial biotechnology firms. Journal of Business Venturing, 11(1), pp.41--55.

Forgang, W. (2004). Strategy-specific decision making. 1st ed. Armonk, NY: M.E. Sharpe.

Ginevi\vcius, R. and Au\vskalnyt\.e, R. (1991). THE EVALUATION OF A COMPANY'S STRATEGY BY THE ANSOFF'S PRODUCT MARKET MATRIX. Change, 7(2).

Heinrich, C. and Lynn Jr, L. (2002). Improving the organization, management, and outcomes of substance abuse treatment programs. The American journal of drug and alcohol abuse, 28(4), pp.601--622.

Leonard-Barton, D. (1992). Core capabilities and core rigidities: A paradox in managing new product development. Strategic management journal, 13(S1), pp.111--125.

Lovelock, C. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, pp.9--20.

Mital, A. (2008). Product development. 1st ed. Amsterdam: Elsevier/Butterworth-Heinemann.

Parsons, A., Zeisser, M. and Waitman, R. (1998). Organizing today for the digital marketing of tomorrow. Journal of Interactive Marketing, 12(1), pp.31--46.

Reinertsen, D. (2009). The principles of product development flow. 1st ed. Redondo Beach, Calif.: Celeritas.

Schaefer, D. (n.d.). Product development in the socio-sphere. 1st ed.

Sethi, R., Smith, D. and Park, C. (2001). Cross-functional product development teams, creativity, and the innovativeness of new consumer products. Journal of Marketing Research, 38(1), pp.73--85., (2014). Sport UNE - University of New England - Home. [online] Available at: [Accessed 26 Sep. 2014].

Warren, K. (2002). Competitive strategy dynamics. 1st ed. Chichester, West Sussex: Wiley.

Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, p.0273475310392544.

Download full paperFile format: .doc, available for editing
Contact Us