Strategic Marketing Plan Question and Answer on SportUNE

Assignment Question:

The ‘Strategic Marketing Plan (Part II)’ as assignment two provides you with a hands-on experience in formulating, implementing and measuring marketing strategies. Additionally, this marketing plan will enhance your in-depth understanding of the various strategies for new market entries, growth markets, mature and declining markets and for the new economy in sustaining competitive advantage over the product life cycle. Please access the following website for retrieving more information about SportUNE and its business offerings www.sportune.com.au

  1. You can continue with the same SportUNE business offering that you have selected as part of the Strategic Marketing Plan (Part I). Discuss the relevance of a pioneer or a follower strategy by highlighting suitable strategic market programs for the SportUNE.
  2. Explain the relevance of the growth-market strategies for market leaders and share-growth strategies for followers for SportUNE’s business.
  3. Discuss the possible strategic choices for the SportUNE’s business offerings for maintaining competitive advantage in shakeout, mature and declining markets.
  4. Briefly discuss the relevance of various strategies to serve new economy markets in regards to SportUNE’s business.
  5. Describe the appropriateness of designing organisational structures and marketing plans for the implementation of different competitive strategies for the SportUNE’s business .
  6. Identify the critical role of marketing metrics and marketing audit in relevance to SportUNE’s business and its offerings.

Obviously some theories and concepts in Chapters 8 – 13 will be more relevant to the Strategic Marketing Plan (Part II). You must choose which ones are more relevant and explain why they are more relevant. You must apply the concepts and theories you have learned from your reading of the text to the Strategic Marketing Plan (Part II) analysis and not just list or describe them. Please try to keep your assignment within the total word limit.

SAMPLE ANSWERS

Table of Contents

1.0 Introduction. 2

2.0 Product Lifecycle. 2

3.0 New Market Entry Strategy. 4

4.0 Growth and Expansion Strategy. 5

4.1 Shake-out 5

4.2 Mature Stage. 6

4.3 Decline stage. 7

5.0 New Economy Markets. 8

5.1 Healthy Eating Campaigns. 8

5.2 Market Competition. 9

6.0 Organizational Structure. 10

7.0 Marketing Plans. 12

7.1 Strength. 12

7.2 Weakness. 13

7.3 Opportunities. 13

7.4 Threats. 14

7.5 Recommendations. 14

8.0 Marketing Audit and Metrics. 15

9.0 Conclusion. 16

Works Cited. 17

1.0 Introduction

The sportUNE institute in Australia is a unique institution in the Australian and global markets. This is so because of its adopted teaching and operational model. Instead of operating like other institutions that focus on education alone, the institution focuses on developing sporting skills. Therefore, the organization is based on a vision of attaining a healthy youth population in the hope of increasing their overall productivity in the market. Therefore, based o this operational principle, sportUNE offers a wide range of sporting activities as a strategy to satisfy its consumer base with the offerings ever increasing since its inception in 1938. However, with the increasing rates of competitiveness in the Australian market, the organization is bound to face long-term competition on the provided offerings and thus need to develop alternative strategic offerings to counter this expected competition (“sportUNE” “about us”).

One of the strategic approaches through which the organization can achieve this is through offering cooking club as part of the sports offerings. In this regard, the competitors should be involved in direct and practical cooking classes upon which they compete amongst themselves to establish the winners. Through this offering the organization will ensure a unique competition development as well as the equipping the consumer base with the required cooking skills to reduce on reliance of fast foods that is destroying the Australian youth’s health leading to increased cases of obesity in the society.

2.0 Product Lifecycle

Every market product has its limited existence lifespan. This is the reason why, products that were on sale in the last decade, have since disappeared from the market, overcome by other substitute and competing products or rebranded to retain market influence……

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