The paper "SportUNE’ s Strategic Marketing Management" is a good example of a marketing case study. A strategic plan is a document that outlines the mission, vision, and objectives of an organisation and how it intends to get there given the competition and limited resources. The plan can be prepared in regard to the whole organisation, a department, or any section of the organisation’ s structure. In this paper, the strategic marketing plan for SportUNE is analysed. The plan outlines SportUNE’ s strategic marketing management. SportUNE is a not-for-profit organisation run by the University of New England (UNE).
It is the hub of UNE’ s sporting activities and contributes to a great extent to the welfare of UNE and the regional community. SportUNE provides leadership by encouraging programs in sport and exercise. The organisation offers an assortment of high-quality sporting, fitness, and health facilities that come along with some benefits to the students. The relevance of Mission, Objectives and Strategies SportUNE’ s mission is to reinforce UNE’ s standing and service role in different communities through sporting conglomerates and healthy lifestyle prospects. A mission is a public declaration on behalf of an organisation sets out its purpose in terms of the customer needs it intends to satisfy, the market in which it meets the needs and the manner in which those needs will be met.
Therefore, it is the first statement that describes the purpose of SportUNE’ s presence. In general, a mission tends to be more concerned with the present by answering a few questions; ‘ what is our business’ , ‘ why do we do what we do' and 'who do we serve'. It is a way for the management to communicate to its people; “ this is who we are and this is what we do” , and particularly to help their staff to focus on their responsibilities at hand.
Over time, the mission statement has become more useful for organisations seeing as it can as well be used as a marketing tool and as a means of conveying a message to external stakeholders. Furthermore, the mission statement can impart confidence in the stakeholders that the organisation is a good corporate citizen (Robert, 2002). Objectives are regarded as the steps be taken to attain an organisation’ s goals.
They are used to operationalise the mission statement by providing guidance on how the organization can accomplish or move toward the higher goals outlined in the organisation’ s mission and vision statements. Strategic objectives have got to be SMART. For SportUNE, SMART objectives help to channel their staff toward common goals (Robert, 2002). This helps to focus and protect valuable resources in the organisation and to work as a group in a timely manner. SMART objectives are challenging, so they help to inspire students and staff all through SportUNE to higher levels of commitment and effort.
SMART objectives also help SportUNE to resolve conflicts that may arise within different factions of the organisation. They also provide a benchmark for rewards and incentives and they will help to guarantee a greater sense of equity or fairness when regards are allocated. SportUNE’ s objectives are;