The paper 'Assessing Marketing Performance' is a wonderful example of a Marketing Case Study. This strategic marketing plan is based on Sport UNE. Sport UNE is located at the University of New England Australia. The sporting facility is used by both university and the local community for sports, fitness, and health (SportUNE, 2015). The strategic marketing plan starts by addressing the relevance of the pioneer or follower strategy by highlighting the suitable strategic marketing program for Sport UNE. The plan then looks at the relevance of the growth-market strategies for market leaders and share-growth strategies for followers.
This is followed by strategic choices which Sport UNE can business can use to maintain a competitive advantage in case of shakeout, mature and declining markets. Strategies to serve new economy markets in regards to Sport UNE Life's business are addressed. The report then looks for appropriate organizational structures and marketing plans to be used for the implementation of various competitive strategies for the Sport UNE business. Lastly, the plan explains the relevance of marketing metrics and marketing audit in relevance to Sport UNE Life's business and its offerings. The relevance of a pioneer or a follower strategy and suitable strategic market programs for the Sport UNE Life Being a first-mover is very vital for Sport UNE.
As pioneers in unique sporting activities, they will be able to benefit from high enrolment. Despite this, it is important to note that the first-mover advantage decreases over time. This leads to the need for the pioneers to look for ways to enforce it. The pioneers are forced to look for ways in which they can increase and defend their market share (Boulding & Christen, 2003).
Despite this, it is important to note that the aspect of being a pioneer is usually highly promoted without looking at the risks involved. The outcome of being a market pioneer depends on the initial resources and the capabilities that are later developed in response to the followers. The firm must have the skills and resources to take advantage of the resources brought about by pioneering (Shankar, 2006). The speed of entry into the market is of great importance to Sport UNE.
This is due to the fact that this will allow the company to exploit the market first. In this case, it becomes possible to beat the competition in the sports industry. It is important to look at the business as a race that never ends. This implies that Sport UNE will have to continuously maintain their competitive advantage. The temporary innovation by sport UNE has to be transformed into a long term process. As a pioneer, Sport UNE will have to create new products and new demand. There will also be new advertising campaigns and changes in charges.
The timing action of the market pioneers such as Sport UNE matters a lot. The choice to be a pioneer in the market is chosen and incorporated into the sports UNE strategic planning process (Boulding & Christen, 2003). The first-mover advantages that will be enjoyed by Sport UNE are; positive image for being the pioneer reduced total cost due to cost control and creation of loyal customers. The pioneers have an advantage also since they can make imitation difficult for the competitors. Being a market leader, the organization will be able to maximize profits.
It is important to note that pioneers are able to continue holding large market share even after the followers have entered the market. The market pioneers in most cases have a longer market lives than their peers (Shankar, 2006).
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