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Marketing Plan For Newtown Sports Centre

3157 words - 13 pages

Introduction & Background InformationNewtown Sports Centre is a community Leisure facility located within the grounds of Newtown High School. You have been tasked with developing a strategic marketing plan for the centre for the next 3 years.The centre broadly comprises of the following facilities: -6 badminton court sports hallActivity/party roomRefreshment area (vending machines only)Health SuiteLarge fitness suite2 floodlit outdoor multi-sports games courtsThe centre currently operates a varied programme of activities . In general, these include casual hire of facilities (badminton, netball, 5-a-side etc), instructed classes (aerobics, other fitness classes), fitness training, childrens parties, club hire, junior activities (sports coaching, holiday schemes) and a large competitive netball league.This marketing plan for Newtown Sport Centre will provide a focus to improve the performance of the centre over the next three years. This will aim to increasing participation levels at the centre, competing where appropriate with private sector operators while still providing a wide range of leisure opportunities to the wider community.Current Marketing SituationThis section of the plan looks at relevant background data used to analyse an audit of the current situation and includes information on the macro and micro (external and internal) environment. This includes an examination of the centres current activities, local competition and identifying appropriate strategies and objectives by identifying opportunities to improve the marketing of the facility.CustomersThe Sports Centre is a community public facility and as such has a wide appeal. The centre offers a wide choice of activities that has customers taking part in activities that can be broadly grouped as follows: -Gym UsersSports ClubsChildren's PartiesCasual Court/ Hall HireFitness ClassesJunior CoachingA customer audit report profiles current members of the facility (Gym & Fitness Classes users) by geo-demographic (Mosaic) groups and identifies from the local population, penetration rates of current membership and specific groups to target. This analysis has identified that the core catchment of existing members is 2 miles and the main Mosaic groups using the centre on a regular basis are groups B (Suburban Semis) and group G (Town Houses and Flats). Other relatively affluent groups are under-represented in the membership and the report indicated that the market in the area appears relatively buoyant although attracting different groups may take some additional tailoring of services to meet customer needs.Stakeholder AnalysisA stakeholder analysis has been undertaken that identifies what expectations groups and individuals with an interest in the centre have. It also details the power and influence of the stakeholders. The main findings from the analysis are that the school as landlord of the facility can make certain demands on the operation of the centre and as such it is important...

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