Customer and Competitor Analysis in Marketing Report

This marketing report provides a detailed analysis of customer segmentation variables and competitor analysis for Carina Leagues Club. It discusses the targeted customers, market segmentation variables, and the advantages and disadvantages of competitors. The report also includes a competitor analysis table and references.

Marketing report

TABLE OF CONTENTS
1. CUSTOMER ANALYSIS.......................................................................................................3
MARKET SEGMENTATION VARIABLES ............................................................................3
2. COMPETITORS ANALYSIS ................................................................................................4
COMPETITOR ANALYSIS TABLE.........................................................................................5
REFERENCES ...............................................................................................................................7

1. CUSTOMER ANALYSIS
Carine Leagues Club is the Australian-based business which has achieved number of
awards due to wide product line and high customer satisfaction rate (Aziz, 2017). Company has
organized wide product line in respect of targeted customers so that it can gain high profitability
in its business. Currently, it is famous as community focused entertainment, sporting and dining
company. The targeted customers of the Carina leagues Club are older generation customers
(Carina Leagues Club, 2020). So, it has proposed number of product line i.e. social, perks, food,
events etc. for the targeted audience such as older customers through which they can get better
experience. Apart from this Carina club provides food and drink services like fast food, soft
drinks, traditional foods, dinning room and club facilities through which older generation people
can have more fun. There is reason to target only younger customer because these targeted
audience is highly interested in playing and have fun at such place whereas they can have more
fun with the different product line (Barnett & Mahony, 2016). However, company has involved
other things in it’s menu whereas other customers (parents) can spend good time while playing
different games such as free club bus, complimentary non-alcoholic beverages while paying
machines, coffee, private dinning access, complimentary café hot beverage and others. Due to
these facilities company is able to gain satisfaction of targeted customers.
MARKET SEGMENTATION VARIABLES
Carina Leagues Club uses market segmentation strategy to target it’s specified customers
for the specified product line (Johansson, 2017). There are four market segments of the market
segmentation strategy which are show in appendix 1.
Demographic
It is one of the major categories of market
segmentation strategy which is furthermore
subcategorized accordingly their age,
gender, income, education and family
situation. Carina Leagues Club uses this
market segment strategy to target their
specified customers (Camilleri, 2018). It has
numerous gaming products and other
services like food facilities, transportation
Geographic:
It is another market segment that is
segmented accordingly geography. This
category is further sub-classified customers
according to physical location or region
(Beheshtian-Ardakani, Fathian &
Gholamian, 2018).

facility, clubs, soft drinks, events etc. that
are quite enough to attract targeted audience
i.e. older generation state (Hatzijordanou,
Bohn & Terzidis, 2019).
Psychographic
It is prime market segment of the market
segmentation strategy because it classified
customers on the basis of their lifestyle,
personality characteristics, spending
behaviour etc. Company does not target this
market segment because its gaming product
and sells services at affordable price, so that
each class customers can afford them.
afforded (Bierfischer, 2018).
Behavioural
In this market segment, customers are
classified on the basis of their needs and
expectations in respect of product, price
and others. Carina Leagues Club has
practised this market segment for targeting
their specific customers (Gajanova,
Nadanyiova & Moravcikova, 2019). There
is a reason to choose this market segment
i.e. as every customer has different
disposable income so in such case if
company hike their prices then customer’s
family may deny to take its services and
seeks for other games which are of
reasonable price. However, company has
targeted all category customers and offers
different gaming products and services like
social, gaming facilities like snooker,
carom, chess, perks, food, events etc. in
order to fulfil their expectations.
2. COMPETITORS ANALYSIS
Lions@springwood is one of the major competitors of the Carina Leagues Club because
it operates in gaming sector like Carina. It is also Australian-based company which offers
different products for attracting young customers. It is famed as best Queensland’s most exciting
sports functional centre due to high standards sports game. With the sporting products, it enables
to attract customers for buying them. Membership facility is also offered by company to the
customer through which they can get discount on prime games. It also awarded in the Australian
market for high customer satisfaction, good services and high quality of products (Halvorsrud,
Kvale & Følstad, 2016). Thus, it has strong brand image in the Australian market. Easts Leagues
is another key competitor of Carina Club which is famous as Eastern Suburbs Leagues Club. It is
a licensed club which was founded in 1961. The main goal of the business is to raise revenue for
promoting it’s Eastern Suburbs District Rugby Leagues Football Club and rugby leagues in the
eastern districts of Sydney Australia (Maccarrone-Eaglen & Schofield, 2019),. It has strong
brand image in it’s sector due to license it has established strong brand awareness in Australian

people. It has become one of the largest league club as compared others since it’s establishment.
It provides house facility for the members as well as their guests. Wynnum Manly Leagues Club
is another local competitor of the Carina Leagues Club which has largest entertainment venue on
the south eastern corridor of Brisbane. Its offers different types of gaming products with wide
services. It provides membership facility to the customers. To attract customer Wynnum Manly
Leagues Club has put message “Best Club on the Bayside”. Company uses various online and
offline media to increase awareness in customers about it’s club while it’s message impacts on
customer awareness positively.
COMPETITOR ANALYSIS TABLE
Company Company/product advantages Company/product disadvantages
Lions@springwood It is considered one of the most
exciting sports functions centres
that is one of the strengths for the
company which plays significant
role in brand image. It offers
various type products i.e. smart
sports club with various sky
pained celling, offers big TV
screen with Italian food (LIONS
@ Springwood in Rochedale
South Menu, 2018). Such products
and services help company to
attract targeted customers and
their family for buying it’s
services and have fun.
Lions Club offers alcohol
services and gambling facility
that is one of the major
disadvantages for the company
(Parker, Cox., & Thompson,
2017).
Easts Leagues It is quite famous and largest
Leagues Club as compared others
that is one of the advantages to
bring high population at common
platform (Phadermrod, Crowder &
Wills, 2019). It has proposed large
venue for family and friends for
meeting and greeting purpose,
offers award winning food and
high prestige gaming facilities. It
offers a bright, comfortable
brasserie’s in the entertainment
The major disadvantage of the
company products is that these
are mainly designed for family
purpose instead of children. It
has limitation of Gaming facility
which is not enough to attract all
customers in the company.

venue, offers pizzas and Sunday
roasts to the customer (Eastern
Suburbs Leagues Club. 2019).
Wide variety products attract
younger customers to buy service
from such club whereas they get
gaming world with adequate space
and food variety as well.
Wynnum Manly
Leagues Club
It is Australian-based company
that has framed it’s Club
infrastructure in incredible
features. It features an amazing
kids’ room that is fully monitored
and jam packed with extensive fun
activities (Wynnum Manly
Leagues Club, 2019). Due to the
effective safety measures and
incredible feature of kid’s room
encourages targeted customers
relative to buy it’s services. It
offers food services to the
customer at affordable prices
(Roshan & Afsharinezhad, 2017).
The major disadvantage of the
Club is that there are limited
employees so most of the
customers have to wait for food.
This club does not have any
gaming facility for the
youngsters.
Star Casino
(upcoming 2022)
It is new local club that is going to
enter in Brisbane city, Australia. It
is also fun club like others. It aim
to bring online casino games and
bet on sports that can be big
competitor for the Carina and
other above-mentioned
competitors (Vidden, Vriens &
Chen, 2016).
It does not offer any food and
other facilities like well-designed
sitting arrangement,
accommodation services etc. that
can attract customers towards
company for buying services.

REFERENCES
Books and Journals
Aziz, A. (2017). Customer Segmentation based on Behavioural Data in E-marketplace.
Barnett, C., & Mahony, N. (2016). Marketing practices and the reconfiguration of public
action. Policy & Politics. 44(3). 367-382.
Beheshtian-Ardakani, A., Fathian, M., & Gholamian, M. (2018). A novel model for product
bundling and direct marketing in e-commerce based on market segmentation. Decision
Science Letters. 7(1). 39-54.
Bierfischer, N. (2018). The Influence of Segmentation Variables on the Level of Market
Orientation (Bachelor's thesis, University of Twente).
Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Gajanova, L., Nadanyiova, M., & Moravcikova, D. (2019). The use of demographic and
psychographic segmentation to creating marketing strategy of brand loyalty. Scientific
annals of economics and business. 66(1). 65-84.
Halvorsrud, R., Kvale, K., & Følstad, A. (2016). Improving service quality through customer
journey analysis.
Hatzijordanou, N., Bohn, N., & Terzidis, O. (2019). A systematic literature review on competitor
analysis: status quo and start-up specifics. Management Review Quarterly. 69(4). 415-
458.
Johansson, R. (2017). Which market segmentation variables are most effective to determine new
business potential?.
Jun, J., & Arendt, S. W. (2016). Understanding healthy eating behaviors at casual dining
restaurants using the extended theory of planned behavior. International Journal of
Hospitality Management. 53. 106-115.
Maccarrone-Eaglen, A., & Schofield, P. (2019). Compulsive buying among young adults: a
behavioural segmentation. Young Consumers.
Parker, R., Cox, S., & Thompson, P. (2017). The dynamics of global visual effects and games
development industries: lessons for Australia’s creative industries development
policy. International Journal of Cultural Policy. 23(4). 395-414.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. 194-203.

Roshan, H., & Afsharinezhad, M. (2017). The new approach in market segmentation by using
RFM model. Journal of applied research on industrial engineering. 4(4). 259-267.
Vidden, C., Vriens, M., & Chen, S. (2016). Comparing clustering methods for market
segmentation: A simulation study. Applied Marketing Analytics. 2(3). 225-238.
Online
Wynnum Manly Leagues Club. 2019. [Online]. Available Through: -
<https://www.tripadvisor.in/Restaurant_Review-g255068-d7612447-Reviews-
Wynnum_Manly_Leagues_Club-risbane_Brisbane_Region_Queensland.html >
LIONS @ Springwood in Rochedale South Menu. 2018. [Online]. Available Through: - <
https://lunchtime.com.au/LIONS-Springwood/Rochedale-South/menu/ >
Eastern Suburbs Leagues Club. 2019. [Online]. Available Through: - <
https://en.wikipedia.org/wiki/Eastern_Suburbs_Leagues_Club >
Carina Leagues Club. 2020. [Online]. Available Through: -
<https://www.carinaleagues.com.au/info/>