Marketing Plan Report: Analysis and Strategies for Sunrise Sports

This report presents a comprehensive marketing plan for Sunrise Sports, a small organization specializing in court hiring and coaching. It begins with an executive summary and introduction, followed by a detailed situational analysis using the PESTLE framework to assess political, economic, social, technological, legal, and environmental factors. The report then analyzes the business life cycle and defines the target market using the STP approach (segmentation, targeting, and positioning). The marketing mix, including product, price, place, promotion, people, process, and physical evidence, is thoroughly examined. Finally, the report outlines specific marketing strategies such as discount pricing, cardio tennis programs, and free trials, to assist Sunrise Sports in achieving its business objectives within two years. The report concludes with a summary of findings and a list of references.

BUSINESS
MARKETING PLAN
REPORT

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
SITUATIONAL ANALYSIS..........................................................................................................1
Political Factors...........................................................................................................................1
Economic Factors........................................................................................................................2
Social Factors..............................................................................................................................3
Technological Factors.................................................................................................................3
Legal Factors...............................................................................................................................3
Environmental Factors................................................................................................................4
BUSINESS LIFE CYCLE...............................................................................................................4
TARGET MARKET........................................................................................................................5
Segmentation...............................................................................................................................5
Targeting.....................................................................................................................................5
Positioning...................................................................................................................................5
MARKETING MIX.........................................................................................................................6
Product........................................................................................................................................6
Price.............................................................................................................................................6
Place............................................................................................................................................6
Promotion....................................................................................................................................6
People..........................................................................................................................................7
Process.........................................................................................................................................7
Physical Evidence.......................................................................................................................7
MARKETING STRATEGIES.........................................................................................................7
Discount Pricing..........................................................................................................................7
Cardio Tennis..............................................................................................................................7
Shifting Workers.........................................................................................................................8
Free Trials...................................................................................................................................8
Sports Day...................................................................................................................................8
CONCLUSION................................................................................................................................8

REFERENCES................................................................................................................................9

EXECUTIVE SUMMARY
Marketing is an effective activity of presentation of offerings within the market. The
report is based on Sunrise Sports, which is a small organisation working to ensure future growth.
The report required analysis of the market for which, the firm PESTLE Analysis was utilised.
Further, it needed to determine target market of the company for which, STP Approach was
utilised. Moreover, marketing mix and marketing strategies were used and implemented in order
to assist the company in achieving its business objectives within 2 years.
INTRODUCTION
Marketing refers to an activity which is associated with communication of an
organisation's services as well as products within the marketplace. It is a highly crucial practice
which helps a company in enhancing familiarity of their offerings with their potential and
targeted customers. Moreover, a marketing plan report is a detailed outlay of all the elements
which allows a firm to market its services in a better and more effective manner (McDonald and
Wilson, 2016). The following report is based on Sunrise Sports, which specialises in court hiring
as well as in coaching business, The report covers development of an effective marketing plan
which covers situational analysis, target market analysis, elements of marketing mix as well as
marketing strategies, which would allow the firm in achieving its objectives appropriately.
SITUATIONAL ANALYSIS
The very first step of a marketing plan report is analysing the factors which could
influence the operations and functions of an organisation. Alex is planning to take his company,
Sunrise Sports, effectively into the future, which requires effective analysis of all the factors
which are likely to have an impact on the company. For this purpose, the firm could use PESTLE
analysis which is a framework associated with analysis of several pointers within external
environment which are important for the firm to analyse.
Political Factors
These factors are associated with the political scenario which prevails in the country.
These factors include governmental legislations, policies and regulations which are required to
be adhered by Sunrise Sports. The country shares a rather stable political environment which is
quite favourable for the firm in case it needs to expand its operations within more geographical
locations. In addition to this, its political policies and committees such as Australian Sports
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Commission have provided several guidelines for coaches of the company to follow, which
embark several essential opportunities for the company to provide its services to the public
(Broekemier, Chau and Seshadri, 2015). Such adherence with the political factors would help the
company in reducing the coach turnover due to following guidelines and policies by committees
which safeguards their rights appropriately..
Economic Factors
These factors undertake the overall economic performance of a country which is likely to
affect operations and functions of businesses within the nation. In addition to this, all the
decisions of the business related to investments and acquisitions depend heavily on this factor. In
context with Sunrise Sports, the economy of Australia is quite enviable as well as strong
economy which presents quite a few opportunities to businesses within the country. In addition
to this, the firm has appropriate ranking in terms of ease while doing business (Zimmerman and
Blythe, 2017). The information for the same is mentioned below:
Illustration 1: Ease of Doing Business Ranking
§
(Source: Ease of Doing Business Ranking, 2019)
This presents an effective opportunity for the company to effectively enhance its business
operations within more geographical locations within the country. As for GDP, almost 70% GDP
of the country comes from Service Industry (Australia PESTLE Analysis & Macroeconomic
Trends Market Research Report, 2018). Sunrise Sports provide services such as tennis courts on
hire and tennis coaching. Thus, investing more in this business would help the firm in prevailing
better opportunities. Moreover, this would also help the companies in effective accomplishment
of enhancement in market share by 5% by the end of 2019.
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Social Factors
As for social factors, these include all the elements which are associated with the social
trends and preferences supported by the country's population. With respect to Sunrise Sports,
Australians prefer sports and consider the same as an integral part of their cultural identity. For
the future of Australian Sports, committees like Australian Sports Commission have joined their
resources effectively with Commonwealth Science and Industrial Research Organisation, in
order to appropriately research how the Australian Sports would shape up in the future. Several
trends are piling up in relation to sports which would be an opportunity for Sunrise Sports in the
future. One of the trends is related to fitness, which, in future, would require organisations to
give personalised training and coaching to individuals. Another trend is rise in lifestyle sports,
which sees a prominent growth of Tennis in future and hence, is a big opportunity for the
organisation. Such effective following of customer trends would be an opportunity for the
company to reduce customer complaints.
Technological Factors
These factors are associated with the technological advancements which influences an
organisation. In context with Sunrise Sports, there are several technologies such as Virtual
Reality, Augmented Reality and Artificial Intelligence, which are shaping up the industry
already. This would influence the working of the organisation in a positive manner in the future
as the firm could provide its coaching services more effectively using Virtual Technology. In
addition to this, Artificial Intelligence is an opportunity for them to ensuring better and
appropriate court hiring options provided to customers using mobile applications. This would
also help the firm in developing an effective E-commerce where the firm could set up its online
business effectively.
Legal Factors
These factors undertake all the legislations and governmental policies which are
necessary for the organisation to abide by, in order to ensure governmental support. There are
several national policies which governs the rights of customers associated with the company. The
first legislation is Privacy Act, 1988, which makes it compulsory for the company to safeguard
all the important and confidential information of customers. Another legislation is Equal
Opportunity Act, 2010, according to which, the firm is under legal obligation to provide equal
opportunity with respect to Tennis Coaching and court hiring despite of cultural or racial
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differences. This is an opportunity for the company to promote equality in business in future
(McDONALD, 2016).
Environmental Factors
These include all the environmental factors which are associated with protection of
environment. With ongoing concerns towards protection of environment, it must be
appropriately adhered to for smoothly conducting its business operations in the future.
Environment Protection could be an opportunity for the firm to attract more customers and
expand its business globally.
BUSINESS LIFE CYCLE
This refers to the whole life cycle of the business which reflects all the stages included
from its growth stage to its decline stage. Moreover, it helps in understanding what best could be
done in order to effectively fulfil the demands of different stages.
Illustration 2: The Business Life Cycle
(Source: The Business Life Cycle, 2018)
In context with Sunrise Sports, the firm is a very small business which is currently
experiencing beginning of its growth stage. Within this stage, the cash flow with the company is
low and sales are progressing effectively (Anwar and Hasnu, 2016). To appropriately enhance
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their profitability, the firm must decrease its price in order to attract more customers and enhance
their awareness. Doing so would help the firm in achieving an enhancement in market share by
5% by the end of 2019.
TARGET MARKET
In order to effectively thrive in the future, the firm must target specific audience on
whom the company would be applying its marketing strategies. For this, Sunrise Sports must
implement Segmentation, Targeting and Positioning (STP) Approach. The same is mentioned
below:
Segmentation
The first and foremost step of this process is dividing the market into several groups or
segments based on certain characteristics, such as: Geographical: For this, the firm would be dividing the market on the basis of their
geographical situation. For this, the firm would be choosing customers from Australia. Demographical: This divides the market into several characteristics such as age,
population, income, etc. for this, the firm would be choosing customers between 8-18,
who are students and from populated areas within the country.
 Behavioural: This divides the market on the basis of their lifestyle and behaviour. The
firm would target customers who are habitual of playing tennis and staying fit.
Targeting
Out of all the segments mentioned above, the firm would be targeting customers from
Urban Areas and local communities of Australia, with age group from 8-18. Further, the
company would be targeting customers who are habitual of playing tennis and are inclined
towards playing sports (Atwong, 2015).
Positioning
The firm would position itself quite effectively in the marketplace. For instance, apart
from providing services physically to customers, the company will also be selling its VR
Gadgets online, thus, expanding its online business too for schools. Further, Sunrise Sports will
be marketing itself both on print and television media, as well as on Social Media to enhance its
presence in all the platforms.
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MARKETING MIX
The firm is quite small and is aiming at attracting participation of individuals towards
sports, mainly children and women. Since the form of marketing is changing, an organisation
could not be completely dependant upon social media and digitalisation for their marketing
operations and thus, the firm must tactfully use elements of marketing mix in order to sustain
effectively within the market. These elements are discussed below:
Product
This refers to the product strategy of the organisation. For this, the firm is providing
diverse services to children and women. Through diversification, the firm would be able to
enhance its service quality and expand its customer base (Teh and Corbitt, 2015).
Price
This circles around the price strategies which must be adopted by the company to attain
its business objectives. The firm would be adopting discounts as a pricing strategies to attract
customers. For instance, referral customers especially women, would be getting $10 off. Pricing
penetration strategy would be adopted, which would help the firm in enhancing participation of
female customers in sports.
Place
The firm, in order to distribute itself and its coaching and court hiring services, has
developed an interactive website, which would be providing easy booking services to customers.
There are several sessions for which the company would open its booking for customers. For
instance, to fully utilise the target market, Sunrise sports would provide 3 booking sessions,
which are: 6-8 a.m. (before work, before school), After 3 p.m. (after school). Such distribution of
services would enhance customer footfall and would help in reducing customer complaints due
to the courts being double booked.
Promotion
In order to promote its business, Sunrise Sports would be using relationship marketing
and social media marketing to grab attention of customers. As for social media, Sunrise
Company would be using portals like Facebook and Twitter and strategies like Pay Per Click
(PPC) in relation to appropriately market itself to its target customers. Doing so would help the
firm in boosting its E-Commerce network.
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People
These are the people associated with the company and are prominent for success of their
marketing strategy (Schaltegger, Hansen and Lüdeke-Freund, 2016). For employees, rotations
would be a strategy opted by the organisation in order to effectively ensure adequate number of
trainers at each shift. Moreover, proper training and incentive programs would be provided to
coaches. This would assist the firm in achieving objective of reducing coach turnover within the
organisation. For customers, the company is willing to offer free trial sessions in order to
appropriately ensure more youth participants.
Process
Sunrise Sports, to adequately attain its business objectives, would be conducting
procedures like free trial sessions which would encourage children and females to join their
services. Moreover, the firm would be focusing on replacing their products like nets and balls in
order to enhance youth participation by such effective services.
Physical Evidence
Sunrise Sports is working on both online and offline platforms to provide its services. As
of online, the firm is marketing its own website in order to provide booking services online to
customers. Moreover, for offline, the firm is focusing on relationship marketing in schools by
interacting with students, staff and parents to opt their services (Taneja, Pryor and Hayek, 2016).
MARKETING STRATEGIES
There are several marketing strategies which would be opted by Sunrise Sports to
enhance the scope of growth within the company and achievement of all its business objectives
within 2 years. Following are some strategies which the firm is focusing upon.
Discount Pricing
The first marketing strategy for the firm would be discount pricing. Apart from referral
customers, the company is also offering discounts at several sessions too. For instance, at
weekends, the firm would be providing a 2% discount to customers and 3% to students below 10
years of age.
Cardio Tennis
In order to develop more effective tactics under relationship marketing, the organisation
is planning to provide cardio tennis to females who arrive to drop off their children to school.
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Moreover, discounts to such females would be offered. This would aid the firm in fulfilling its
objective of encouraging their participation (Yoffie and Cusumano, 2015).
Shifting Workers
For achieving adequate staff availability within each session, the firm is planning to opt
for providing different shift to workers who would be managing and maintaining quality
standards within the organisation.
Free Trials
Sunrise Sports would be providing free trials to parents and students who come to pick
their kids up after school in order to effectively enhance familiarity of their services and ensure
more effective engagement of customers.
Sports Day
In order to achieve the objective of broadening geographical representation in Australia,
the organisation would be organising Sports day which would encourage more customers in
taking up their coaching and court hiring services (Hockerts, 2015).
CONCLUSION
Thus, it is concluded by the information above, that business strategy is very crucial in
order to enhance the scope of success of a small business organisation. Situational Analysis helps
in determining factors which could influence the company, while business life cycle helps in
determining the state in which business is operating in. moreover, target market assist
organisations in identifying their potential customers. Lastly, marketing mix and marketing
strategies aid an organisation in formulating tactics and processes which could help the company
in achieving its business objectives.
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REFERENCES
Books and Journals
Anwar, J. and Hasnu, S.A.F., 2016. Business strategy and firm performance: a multi-industry
analysis. Journal of Strategy and Management. 9(3). pp.361-382.
Atwong, C. T., 2015. A social media practicum: An action-learning approach to social media
marketing and analytics. Marketing Education Review. 25(1). pp.27-31.
Broekemier, G., Chau, N. N. and Seshadri, S., 2015. Social media practices among small
business-to-business enterprises. Small Business Institute Journal. 11(1).
Hockerts, K., 2015. A cognitive perspective on the business case for corporate sustainability.
Business Strategy and the Environment. 24(2). pp.102-122.
McDONALD, M. A. L. C. O. L. M., 2016. Strategic marketing planning: theory and practice. In
The marketing book (pp. 108-142). Routledge.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Schaltegger, S., Hansen, E.G. and Lüdeke-Freund, F., 2016. Business models for sustainability:
Origins, present research, and future avenues.
Taneja, S., Pryor, M.G. and Hayek, M., 2016. Leaping innovation barriers to small business
longevity. Journal of Business Strategy. 37(3). pp.44-51.
Teh, D. and Corbitt, B., 2015. Building sustainability strategy in business. Journal of Business
Strategy. 36(6). pp.39-46.
Yoffie, D.B. and Cusumano, M.A., 2015. Strategy Rules: Five Timeless Lessons from Bill Gates,
Andy Grove, and Steve Jobs. Harper Business.
Zimmerman, A. and Blythe, J., 2017. Business to business marketing management: A global
perspective. Routledge.
Online
Australia PESTLE Analysis & Macroeconomic Trends Market Research Report. 2018. [Online]
Available Through: <https://www.marketresearchreports.com/market-research-reports-
inc/australia-pestle-analysis-macroeconomic-trends-market-research-report>
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