Essays on SportUNE Marketing Agency Case Study

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The paper "SportUNE Marketing Agency" is a perfect example of a marketing case study. SportUNE is a renowned international Australian based sporting organization. Since its inception in the late 1930s, the institution has offered a unique curriculum through which much emphasis is placed on the organizational mission of providing sporting facilities and opportunities to its students. In this regard, the institutional operations are based on the belief that a sporting youthful generation is bound to have better health and living conditions and thus increased productivity. S such, the institution has established a wide-spreading market reputation in the provision of sport offerings in its operations both for field sports such as soccer and football as well as indoor games such as indoor mountain climbing and badminton among others.

However, these offerings are not enough in the wake of increased market and industry competition. Currently, the organization focuses on university institutions and students as its main consumer base. Thus, in order to enhance and increase its strategic future expansion and success into the future, this analysis recommends a market and consumer diversification approach (“ SportUNE” , 2014).

As such, this plan recommends the introduction of a sports marketing agency under the banner ‘ sportUNE marketing agency’ . This agency should be charged with offering sports-related consultancy services as well as marketing advice and activities on behalf of other industry stakeholders such as event’ s organizers, apparels manufactures and distribution agencies. 2.0 Product Lifecycle Stage Yang, Moore, Wong, Jun-Sheng and Chong (2007) discussed the concept of a product lifecycle. In this case, the authors evaluated the lifecycle of a normal product that obeys the law of demand and supply in its market provisions.

In this regard, they establish that a product lifecycle adopts a sigmoid curve structure that is divided into four distinct stages namely the introduction, growth, maturity and decline respectively. In this case, each of these stages has its own unique traits and features that implicate on the overall product behaviours as well as product sales and earnings. On one hand, the introduction stage is the hardest market product lifecycle stage that comprises of the venturing into a new market. In this case, such products are required to influence the consumers through creating strategies and approaches to initiate need and purchases.

In this case, revenues and sales are minimal. Second is the growth stage at which a product has already established its market base and niche and sales are on the rise. The third stage is the maturity stage at which the optimum possible gains and consumer share proportion in a market is attained by respective products. Finally is the decline stage where a product due to the emergence of substitutes as well as complementary alternatives leads to its eventual loss of consumer base influence.

When the declines in sales fall below the breakeven point, such products are withdrawn from the market (Harrigan, 2003). A critical evaluation of the proposed sportUNE marketing agency establishes that the venture will be introduced into the industry at the introduction stage. In this case, although the sporting industry has a wide range of stakeholders, sports marketing agencies are yet to take influence, Therefore, the establishment of this agency will require increased marketing and consumer sensitization programs to create a consumer base goodwill as well as willingness to interact and seek its offered services range.


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