The paper 'Sport UNE Strategic Plan " is an outstanding example of a marketing case study. This paper discusses the core business operations of SportUNE, a sporting precinct in New South Wales, Australia. Firstly, it discusses briefly the mission statement and how it fits into the organisation’ s ethical principles, market influences as well as social values and how these contribute to its performance. The paper then goes ahead to look into SportUNE’ s ultimate objectives, discussing how the organisation has formulated this objective and how SMART it is. The hierarchy of strategies, an important aspect in strategy formulation has contributed a great deal towards the achievement of SportUNE ultimate objective as the CEO oversees the smooth operation and implementation of the three levels of strategy.
SportUNE CEO, in addition to overseeing strategy implementation at the three levels, uses porter’ s five forces analytical framework to analyse the fitness industry. As discussed in the paper, this helps in making decisions on whether to enter newer markets or not. This analysis also comes in handy in preparing prospector, analyser, defender or reactor strategies depending on existing or emerging market conditions. Information on market attractiveness through micro and macro analyses is also discussed and will give a clear perspective on where the organisation can start form in new markets.
For SportUNE, market research becomes fundamental in providing information on market attractiveness. This coupled with proper implementation of segmentation, targeting, differentiation and positioning strategies will ensure that SportUNE gets to a great start in new markets. Introduction SportUNE is a not-for-profit organisation under the control of the University of New England (SportUNE 2014). It is currently classified among the best, if not the best, university sporting quarters in the whole of Australia.
SportUNE offers a wide range of sporting and exercise activities, flexibility as well as a variety of facilities and services. Fitness and sports services available at SportUNE are structured in such a way that they cater to all ages and varying fitness levels, from students and elite athletes to old people and those who just want to keep fit (SportUNE 2014). Basically SportUNE is a one-stop-shop for fitness and sports such as soccer, rugby, canoe polo, swimming, tennis, cricket, badminton, squash, wall-climbing, hockey and netball (SportUNE 2014). The relevance of SportUNE Mission Statement SportUNE mission statement, ‘ Engaging and supporting our communities through sporting and healthy lifestyle opportunities’ , concisely explains what SportUNE ultimate objective.
Currently, in New South Wales, very few organisations offer what SportUNE is offering at competitive rates. Members are able to choose whatever fitness or sporting activity they would like to participate in because the one-stop-shop facilities at SportUNE are open to the whole community; students, the elderly, elite athletes and children all have an equal opportunity to use any of the facilities at SportUNE.
The organisation has been able to provide fitness needs to everyone thereby making the community healthier and happier (SportUNE 2014). Through its sponsors, SportUNE also makes sure that proceeds from major sporting events are put into the University’ s Sporting Scholarship Program, thus giving back to the community (SportUNE 2014). This mission statement also supports SportUNE’ s ethical principles, among them being the employment of highly qualified instructors and ensuring safety in the facilities. It is over 50 employees have, for instance, been recruited from the wider community that it is operating in.
Its instructors are also able to cater to the needs of different customer demographics because they are all qualified to handle, professionally, these different demographics (SportUNE 2014).
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