E-Marketing Plan for National Sports Campus Ireland

Running head: E-MARKETING
E-Marketing
Name of the Student
Name of the University
Author Note

1E-MARKETING
Introduction
eMarketing can be defined as the marketing of services as well as products through the
internet with the help of digital technologies like websites, social networking and mobile
devices. like offline marketing, the chief purpose of e-marketing includes reaching the potential
consumers, creating awareness of the of the brand in the target market and develop and maintain
a good consumer base. In this era of modernization, a good number of organizations prefer
online or e-marketing over offline marketing since the later provides them with the opportunity
to reach global consumers. Moreover, the e-marking campaign has the potential to reach the
target consumers at a much lesser cost compared to that of the traditional marketing campaign.
Another benefit of conducting e-marketing includes obtaining the detailed information about the
specific requirements of the consumers through trackers like online metric tools. In this report,
an e-marketing plan for the for generating 50000 new gym members for national sports campus
will be developed with the help of the SOSTAC framework.
Discussion
Situation analysis
With the help of situational analysis, the external, as well as the internal environment of
the National sports campus Ireland, will be assessed. In order to understand the external
environment, PEST analysis and key internet and consumer trends in the Ireland Sports industry
will be performed. The internal environment analysis will include SWOT and competitor
analysis.
Key internet and consumer trends

2E-MARKETING
In Ireland, the majority of the endorsement, as well as sponsorship, are handled by online
marketplaces. Unlike the previous era, where the chief mode of promotion was television and
newspaper, popular social media platforms like Facebook, YouTube, Instagram, Snapchat and
others are currently the chief modes of online promotion(Chaffey and Ellis-Chadwick
2012).Secondly, social marketing is enabling influential individuals in sports in order to sell
productsdirectly to the targeted consumers. Consumers are found to get emotionally influenced
towards products that are being marketed by their favourite sports person which in turn enhances
the sale of the product or service. The final trend in the Irish e-marketing trend includes
converting sponsorship to the partnership. In the new sponsorship paradigm, audience data,
connection to business objective and compelling content are considered to be the winning traits.
PEST analysis
Political
The political environment of Ireland is highly stable. The political stability of Ireland
imposes a positive impact on the sports industry of the nation. This is because political stability
helps the nation to remain free from the risk of military invasion (Boone and Kurtz 2013).
Moreover, the legal framework of the country also supports the Irish sports industry. The
political procedure of the Irish government helps the sport development faculties as well as sport
equipment markets to market their products online with ease.
Economic
In spite of the recent recession that took place all over the world, Ireland is enjoying a
steady economicgrowth. According to the Irish Central Statistic office, the nation has evidenced
a growth of 10.4 per cent in GDP in the first the three quarters in the year 2018. This has

3E-MARKETING
imposed a positive impact on the sports industry. Fluctuating economy create issues for the
managers to accommodate the shift which in turn enhances the product and the service value.
Moreover, a fluctuatingeconomy decreases theinternet of the consumers to avail of sports
services.
Social
Being a developed country, the consumers of Ireland are inclined towards fitness. This
factor has thus positively served the sport and fitness industry of the nation. Hence, it can be
understood that the Natural sports campus will be able to get a huge number of gym members
since the management has targeted Ireland as the potential market.
Technological
Ireland is considered to be one of the most technologically advanced countries across the
world. The company has round the clock transportation system, electricity and internet facilities.
Majority of the promotion of sports actives and equipment in Ireland occurs online (Berthon et
al. 2012).
SWOT analysis
Strengths
 Highly reputed
 High brand equity
Weaknesses
 Lack of faculties
 Lack of appropriate strategies for
online marketing
Opportunities
 Expansion of business in other parts of
Threats
 Increased competition in the sports