The paper "A Problem-Management and Opportunity-Development Approach to Helping" Is a perfect example of a Marketing Assignment. The UNE has a number of business activities that perform differently, notably, there are Sport UNE, Booloominbah, and UNE Book shop. In this analysis, the focus will be on Sport UNE. The main reason for this is because of the potential the Sport UNE has in reference to UNE life. Currently, there are a number of sports activities and facilities being offered by Sport UNE such as the gym, badminton, pool, squash, café , crè che and tennis among others.
This analysis is going to focus on sports available, the existing gaps that can potentially increase revenue for the organization and the strategies that can be explored in order to realize this endeavor. Identification of possible service offering expansion The existing Sport UNE has an adequate number of sporting activities as well as good facilities to enhance sustainability. Nonetheless, there is an opportunity to expand the service offering to a new target group. This will expand the current predominant market niche which consists of students and staff of the UNE.
There is an opportunity for UNE to expand its scope and include more working-class and older generation especially in some sports such as swimming, athletics, and gym. This new target group is between the ages of 40 to 60 years (Bradley, 2013). This is a potential group because the majority in this age brackets are seeking to maintain a healthy life which will be greatly enhanced by participation in sporting activities. Currently, the UNE has not done enough to encourage this group of people (Bradley, 2013).
As such, it is a clear gap that should be closed in order to enhance the profitability of the Sport UNE. More so, this target group is more financially stable as compared to the current majority Sport UNE. Most 40 year old are senior managers and CEOs of major companies in Australia such as BHP Billiton, Rio Tinto group, and Woolworth among others (Bradley, 2013). In order to achieve this Sport UNE needs to enhance its sales and marketing in order to focus on this group of people. In order to make Sport UNE more attractive to this target group, professionals in the health and fitness need to be involved.
They would help in luring this target group to the Sport UNE facilities. The activities should also be bundled as one in order to sell them as a package. Pricing this way would be more enticing as compared to selling single service as an independent product (Goodwin, Wright & Phillips, 2004). It would be more convenient and attractive to sell a package in order for the participants to select the activities that they need once the package is sold as a whole. Mission statement- to take advantage of the existing Sport UNE facilities and activities to attract new target groups so as to enhance profitability and sustainability while contributing constructively to the existing community. SMART objectives Specific The specific goal, in this case, is to expand the existing services of Sport UNE to the target group of age 40-60 years.
In order to make the service more attractive to this target group, the existing Sport UNE activities will be sold as a package as opposed to a single service as it is currently in the UNE.
The aim of doing this is to increase the market niche of Sport UNE and enhance sustainability as well as a positive contribution to the community (KnowThis. com: Planning for Marketing Research, 2014). The management of the Sport UNE, the health and fitness team will be involved in the execution of this goal. The requirements for this to be realized are proper market planning, advertising to the target group and collecting customer feedback on the performance of the product.
The major constraints, in this case, will be separating the activities in order to attract the target group alone. Other constraints include financing the marketing strategy and most importantly convincing stakeholders on the feasibility and viability of the goal (Ferrell & Hartline, 2012).
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Goodwin, P., Wright, G & Phillips, L. D. (2004).Decision analysis for management judgment, Wiley, London.
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