Direct Marketing Strategies for Expatriate Sports and Health Centre - Essay Example

?Direct Marketing Plan for Expatriate Sports and Health Centre A case study of Expatriate Sports and Health Centre; Executive Summary Developing an executive sports and health centre will involve a combination of many factors including creating the necessary facilities and ensuring that health consumption and sports meets the necessary standards. The focus of this work involves developing a modern facility which will be universally completed with the necessary requirement for the expatriates. The health/sports centre will use new brands for its strong identification in order to allow it to build itself as a fully fletched organization. The direct market plan for developing the club will: i. First, create the overview of health and sports marketing to create the required brand’s message ii. Next, proceed to determine how the message fits the club’s development, and match the opportunities with the new brand message. iii. Finally, the health and sports club should be determined by the strategic business formula, and a clear, concise and meaningful approach applied. The centre will begin providing sports and health services in the city for expatriates and their families. The centre will start operating from January 2012 as per the schedule program. 1.0 Introduction The market focus for the direct marketing plan is provided by an extensive market fronts in Expatriate Sports and Health Centre and the larger global markets. The composition of business growing levels brings about the Expatriate Sports and Health Centre’s relevance into the significant market exploration of Real’s product bases. This is competitively provided in view of the marketing strategy process and within the evidenced market penetration, the business explains its promising role in exploring the potentially rich sporting markets in Expatriate Sports and Health Centre. 1.1.1 Background of the current operation Health and Sports Club comes with a rich past and its impact on people and the community will be positive. Currently, there is need to establish a first class centre which the expatriate families will utilize for all their health and recreational services. Due to an urgent need for this, the centre will have an operational capacity which will be adequate and relevant to the fundamental requirements of those in need of it. 1.1.2 Business Description The children and/or adults can spend all the time in the centre taking part in a number of activities including multi-sport coaching programs offered. The club will offer a number of sessions that are intended to help built and improve the participants’ health and in some instances professional wellbeing. The centre will cover several types of sports including cricket, football, tennis, hockey, dance and martial arts. On the health side, a modern gym will be set up to gather for the general physical exercises such as weight loss programs. 1.1.3 Management description The overall management will be vested on the members of staff. The top level managers will be undertaken by the board of directors. Individual day-day responsibilities will be done by the management. The appropriate strategy for running the centre will be based on relevant laws and regulations. Specific areas which would require an inclusive leadership would also be determined. 1.1.4 Purpose of the direct market plan This plan is intended to propose a project which will include developing a structure that offers a range of facilities from fitness to social connection. The layout and atmosphere will certainly meet internationally accepted standards. Further, the club will be completed with luxuriant steam rooms, plunge pools and saunas. There will be an extension which will be based on customized needs. For instance, the plan will have secluded sessions for treatments. It will also have other secluded areas for rejuvenating toning and also for slimming regimes. The direct market plan will make a proposal including relevant feasibility study evaluations and operational determinations. 1.2 Strategic Plan The strategy will input equitable marketing strategies and approaches within which the levels of business paths would be equitably established and the impact of the new markets would be felt. As such, given the extend of the research, having the brands designed and the Expatriate Sports and Health Centre sporting changing trends, the true market possibilities would be overtake by younger consumers. The potentialities are hugely defined by the activities relative to entertainment, lifestyle change and increased levels of social networks. The market orientation In Expatriate Sports and Health Centre is provisionally expressed by the changing tides and these are at the forefront of the approaches necessary to provide a reasonably marketing strategy in the expansive market. In view of the segmented links, the investment portal require substantial levels of innovations and within the collective marketing processes, The strategy is able to achieve its market targets within a range of its innovativeness and improved approach to business achievements. 2.0 Objectives The Club’s business experimentation and feasibility is founded on clearly presented aspects of action derivative which are aimed at creating a roadmap for ideal entry into the new Expatriate Sports and Health Centre market; practically with the following objectives aiding the analytical market plan; i. Making desirable market feasibility in Expatriate Sports and Health Centre and creating a study plan for its marketing strategy ii. Enhancing Club’s product’s level of growth and develop unique products that help to establish successful business development in Expatriate Sports and Health Centre iii. Implement the marketing strategy and evaluating the relevant marketing plans in order to meet the business objectives as per its operational outline. 3.0 Club Marketing strategy Background The marketing mindset according to James, (2005) is accomplished through a well aided market selection that includes achieving the right consumer value in the market. The Club ranking provides an over- proven approach to the larger market and this instills unique Sporting market within its frontiers as well as ensuring that the markets themselves are continuously expanded to enable it meets its strategic objectives. The celebrity concept that brings about its wide array of sport and healthily products and a collection of sporting activities give a sporting perception of the real marketing expectations. These, according to Jennifer, (2006) are based on desired market assurance including the catering levels of these new categories. Within this framework, segmentation help to establish the appropriate opportunities and suggest particular chances and resource adoption to meet the target market strands. The marketing strategy would be characteristically developed basing on the model transformation of the targets, and the segments created in view of the emerging user needs and create confidence in the Expatriate Sports and Health Centre market. The proposed gm in pictures 3.1 Marketing strategy Club strategic initiatives are defined by the new market’s potential and the composition of the goals are equitably defined by the market penetration issues and due to the planning techniques relative to the product development and marketing, the specific conceptualization of the new market take the following marketing strategies: Product readiness – The sport and design of the products are relevantly addressed within the specific market process. The Club would be able to establish the service range and create substantial selections within the existing market processes. These would hence generate the modeled platform necessary to enter the new markets. The linear alignment of SWOT analysis provides an organized business development strategy within a particular Expatriate Sports and Health Centre market and the image itself according to Margery, (2005). The strategic initiative provides an important tool which would help to develop the Expatriate Sports and Health Centre market. Ice skating – proposal 3.1 The Club Marketing Initiative Club strategic marketing policy provides an historic perspective of the product’s market acceptance as well as market acceptability concepts. The essence of sport and health relevance within the changing world has been complemented by the presence of various social and non social or personal aided components. Sport and health and other sporting styles offered by Club have had a long historical relevance and are vital requirements for the demarcation of new markets. The Expatriate Sports and Health Centre market in this context provides the ideal room for developing the product’s base. The marketing strategies are based on the acquisition of sustainable marketing processes that meet the universal product establishments. The marketing process involves a series of steps, ranging from planning through development to the final implementation of the entire marketing system. The clustered marketing process is measured through the traditional marketing phenomenon which extends to transform the marketing structure into a stronger application. This has defined the concept which creates an operational autonomy of the sporting styles including the elegance of darts, the uniqueness of pool and the gracelessness of indoor games. This has been systematically defined by clustered models which form the protocols of key marketing developments. 4.0 Introduction to Club Product Analysis The Club products strategic derivatives has been factored by the 4-stream analytical compositions and the device’s market reliance is adequately measured from the universally accepted process which define the product as being largely reliant on available market strengths. SWOT analysis involved procedural verification of the major identities which were classified into two modeled factors; the external factors which determined the opportunities and threats faced by the organization. The achievement of these indications reflected the advancement of major product development and quality management. Internal factors which transformed the Club product availability were the strengths and weaknesses and they substantially created better marketing environment for the product through a well managed systems interfacing. The major steps that Club reimbursed for its overall product determination were based on SWOT planning system and the transitional objective determination was based on the actual planning simulations which demonstrated the product market acceptance levels. (James, 2005) 5.0 SWOT analysis inclusions Market variances which environmental gave the system a defined goal projection and this exhibited accurate objective attainability. The product composition was measured according to the scale of the differentiated objective and this classically provided a more defining objective. Decision making highly created the temperament required to manage the price and market variations and this was derived from the selection of processes which were aimed at making continuous loops. 6.0 Club Business Mission The excelling business developments which are referred to the growth perfection which is based on a wide arrange of amazing sport as well as exceptionally well furnished environment for recreation and general exercises. There are remarkable crafts which are extensively designed with unique mathematical consideration and quality is at the forefront. The Club will provide high quality products which are have helped to change lives and their use today among all classes of people including expatriates has given it an outstanding ovation. The pioneering of various exhibitions and unique designs will help the Club to penetrate new markets and this has inclusively been guided by state of the art technologies used to design the centre 7.0 External Market Audit The audit mechanism defining specific conceptualization of Club market performance is fully complemented with control efforts and this provides a projection relevant to develop the specific concession in changed tastes and preference. The sporting products in Expatriate Sports and Health Centre will be linked to culture and tradition and this will be exponentially attributed to breakthrough in attitude and influence. Implementing Club marketing efforts could hence be attributed to defensive measures as well as planning and improving the marketing implementation strategies. Margery, (2005) explains that marketing efforts are supplemented through necessities for change and the mechanisms are employed in the direction of taste, cost and preference. The health and sport marketing audit provide the parameter in one aspect of the commodity Expatriate Sports and Health Centre marketing perspective and this considerable give a defined range of Club marketing planning process. The applicable process of Club marketing audit is systematically defined by the marketing decisions and this inclusively illustrate activities that invoke real time responses as explored by James, (2005). Therefore, Club marketing interpretation is visualized through the cultured borrowing of information sources including the surveillance of existing market information. 7.5 Budget Analysis A total of US dollars 197,200 will be required to implement the programme over a one year initial period. The details are shown in Table 1. Table 1: Initial Three – Year Budget EXPENDITURE ITEM YEAR I 2011/2012 YEAR II 2012/2013 YEAR III 2013/2014 TOTAL (US $) OFFICE ACCOMODATION Purchase of plot & existing houses/offices 46000 46000 Renovation of office premises 25000 25000 Sub-Total BEDDINGS ( metal beds, blankets, sheets, mattresses 5000 5000 Purchase of 1 bus 35000 35000 Gym (fully equipped) 40000 40000 Sub-Total 157000 OFFICE SUPPLIES & EQUIPEMENT Computers (1) 1000 1000 Stationary and related 300 300 Office Furniture 5500 5500 Printers (2) 300 300 Sub-Total 25000 MEDICAL 1500 1500 RESOURCE AND TRAINING 4000 4000 Sub -Total 5500 General Sports kits(shoes, spikes, track suits, T shirts etc) 8000 8000 Sub-Total 8000 8000 COMMUNICATION Internet connection 500 500 Telephone 200 200 Sub-Total 700 700 SUPPORT FOR TRAINEE ACTIVITIES Trainee local network support 1000 1000 ADVISORY COUNCIL MEETINGS OVERALL-TOTAL 197,200 8.0 Internal Market Audit Club is establishing an environmental function within a cost-effective process which helps it to maintain its progressive aspect of gathering information. This helped to give significant programs sandwiched in between significant market deviations. The company’s internal audits help it to achieve its planning within its level of management as conceptually determined by the Expatriate Sports and Health Centre market. This planning process according to Kotler, (1967) is hugely impressive and has the required planned expectations within its framework. From its basic inception, the tactical planning approach is significantly true within its reach and fostered realignment of its activities explains the growing systemization of its business approach. Market development – variable experimentation The statistical testing processes incorporate various techniques that feature recurring hypothetical testing concepts. These testing techniques are sandwiched between constants and variables that all demonstrate the graphical variability of substances which are acquired through proper factor identifications. The test marketing strategy for the sport and health centre applies key numerical statistics by incorporating several components to provide the determinate characteristics of the performance angles. The acquisition of a character/factor and relative determinants involve several combined factors that are summarily validated at different phases. Statistical appreciation of a factor in multivariate analysis is factored at more precisely sampled testing platforms. In this respect, the recurrence of factors takes +0.5% valuable differential point. The rise in the test value is averaged with a power factor which is in itself a depended factor in measurable the standard variances in the test data. The overall multivariate factor is computed and serially developed to relay the output of the tests. The major application platforms of the multivariate testing are in deriving specific variations within a factor and the conversions on the end side could be marginally be referenced at repeated levels. The general statistical inferences are imaged from the acquired tests. The eventual layout details of the recipes are correlated together and records of possible increases, cased at the Progressive Insurance Multivariable testing, (Lila & Leslie,(2001). References Lila, B. & Leslie, S.(2001).Introduction to Marketing Strategies. McGraw-Hill Publishers Inc, USA James, L., (2005).Careers in Marketing and Market Research. Wetfeet Insiders Guide, Wetfeet Inc. Harvard Business School.(2002). Guide to Marketing Strategies. Harvard University Press, Vol. 46, No.16, pp14-26 Read More