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- Herausgeber: GRIN Verlag
- Sprache: Englisch
- Veröffentlichungsjahr: 2014
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Illinois at Chicago, language: English, abstract: The business sector has always realized the importance of developing a strategic marketing plan. Similarly, the sports sector has also recognized the need to establish a marketing plan to ensure high-quality performance and success. Many researchers in the field of sports argue that sports will not survive without a strategic marketing plan. The reason for this is the increased competition inherent in the entertainment industry. The A.I.S, as Australia's main national sports institute, is not exempted from implementing a marketing plan. A.I.S was founded with the aim of improving the sports industry in Australia. Since its inception, the institute has served successfully the nation's sports industry. However, as the world is constantly developing more innovative programs, A.I.S faces many challenges and competition from other sports institutes that provide high quality and entertaining sports. To remain competitive in this sector, a marketing plan is crucial. The strategic marketing plan examines the current state of the institute and analyses in detail its strengths, weaknesses, opportunities and threats accordingly. The analysis also seeks to develop a marketing strategy for A.I.S that will help the institute improve by the year 2022. This involves examining the products, prices, promotion and place, commonly referred to as 4ps in business terms. Analysis of the 4ps helps greatly in implementation of action approaches aimed at improving the entire institute. Therefore, AIS needs to take some action plans to effectively sort its problems and continue to be in the lead.
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Executive Summary
The business sector has always realized the importance of developing a strategic marketing plan. Similarly, the sports sector has also recognized the need to establish a marketing plan to ensure high-quality performance and success. Many researchers in the field of sports argue that sports will not survive without a strategic marketing plan. The reason for this is the increased competition inherent in the entertainment industry. The A.I.S, as Australia's main national sports institute, is not exempted from implementing a marketing plan. A.I.S was founded with the aim of improving the sports industry in Australia. Since its inception, the institute has served successfully the nation's sports industry. However, as the world is constantly developing more innovative programs, A.I.S faces many challenges and competition from other sports institutes that provide high quality and entertaining sports. To remain competitive in this sector, a marketing plan is crucial.
The strategic marketing plan examines the current state of the institute and analyses in detail its strengths, weaknesses, opportunities and threats accordingly. The analysis also seeks to develop a marketing strategy for A.I.S that will help the institute improve by the year 2022. This involves examining the products, prices, promotion and place, commonly referred to as 4ps in business terms. Analysis of the 4ps helps greatly in implementation of action approaches aimed at improving the entire institute. Therefore, AIS needs to take some action plans to effectively sort its problems and continue to be in the lead.
Contents
Executive Summary
Situation Analysis
Overview
The Current Situation of A.I.S
Products
Competitors
SWOT Analysis
Weaknesses
Opportunities
Threats
Objectives
Enhance Better Performance
Promote People Development
Sport Development
Business Development
Marketing Strategy and Action Programs
Product
Price
Place
Promotion
Physical Evidence
People
Conclusion
References
Situation Analysis
Overview
The Australian Institute of Sports (A.I.S) is a sports training institution well known all over the world. Opened in 1981, A.I.S provides modern training facilities and support services that promote sports training. The organization hires employees to work in its sections such as the field sector that involves field officers in sport science and medicine. The employees of the organization are experts in various sports-related disciplines including sports nutrition, skill acquisition, and physiology among many others (Morgan & summers 2005, p. 39).
The Current Situation of A.I.S
The A.I.S has a large capacity that can accommodate many people undertaking different activities along with a 5200 people capacity for indoor activities such as gymnastics. The A.I.S has an outdoor seating capacity of 25,000 that hosts some of the most popular games like football and hockey. The Institute has won many awards in different disciplines across Australia and is a popular tourist destination. This implies that the institute is doing well at international levels.
The Australian Institute of Sports has several programs and partnerships, which are aimed at ensuring that it achieves its goals. One major program is the high performance program which has to ensure that Australia becomes a top 10 athletics nation by the end of 2012. National performance centres are located all over the country and focus on individual athletes. They make use of the available infrastructure to bring out the best talents with the help of the world class coaches. This program helps train individuals thereby ensuring that athletes become real professionals without having to attend training at headquarters. Similarly, this program offers several scholarships to different individuals who have shown talent and devotion to sports.
A.I.S programs have a scholarship system, which ensures that talented individuals who cannot afford tuition are trained to elite levels. The elite program offers university education in sports that enhances professional standards. Essentially, this program is a high performance type and is aimed at achieving the best athletic results at international levels. Essentially, the program prepares highly talented athletes who are ready to enter the world championships in their particular disciplines. Scholarships are open to Australian citizens who have reached 17 years of age and have completed secondary education. The A.I.S camp scholarship year starts on April 1st and finishes on September 30th when the trainees are re-assessed in readiness to join the camps from 1st October to 31st of March. All applications are reviewed and only the most qualified athletes are selected for scholarship consideration. Those who are considered to join the scholarship programs must achieve the AIS qualifying standards and must be eligible for selection to national teams at the Paralympics and Olympic levels. In addition, the athlete must show a high potential to improve the current performances and must be willing to attend injury rehabilitation programs before taking the full program.
