Unit Learning Outcomes addressed:
2) Identify and evaluate marketing opportunities;
6) Design and produce a marketing strategy plan
7) Write up a marketing strategy plan
Write a Marketing Strategy report for Returned & Services Club (RSL) in your suburb
Almost every suburb in Australia has a RSL club. Many RSL clubs are often associated with daggy décoration, beer-soaked carpets, subsidised $8 meals, bingo nights and fluorescent lighting. It is faced with an identity crisis, fierce competition and dwindling membership. There are fewer and fewer ex-servicemen around. Every night, there is the daily 6pm ritual of the Ode of Remembrance.
You have been asked to prepare a marketing strategy for the RSL club of your suburb by answering the following questions.
a) Describe the environmental issues (PEST) facing the club.
b) Perform a SWOT analysis of the club
c) Describe how you can differentiate the RSL from its competitors.
d) Assuming there is no change (i.e. status quo), where do you see the club heading in 10 years’ time. Give reasons to support your answer.
e) Assuming you are to change, suggest what you should change to improve the situation of the club and ways to reinvigorate the club (give reasons to support your answer).
f) Describe the likely age group of people that you should be targetting at. Would the twenty something be a better group to target than the thirty something? Give the reasons to support our answer.
g) Describe how you would attract the members to join the club while trying to overcome the perception the RSLs were for older people (i.e. how are you going to sell your club to these potential members?). What sort of activities and programs need to be organised for your young members
h) What plan should you consider to improve the decoration/ interior that may be in line with being modern.
i) Assumed that you want to capitalise on the mobile phone obsessed youth culture, describe some of the ways you can reach them. How will the role of SMS assist you? List some of the example of what to send to these members.
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