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Paper on Marketing Strategy of RSL clubs in Australia

   

Added on  2020-04-01

13 Pages2074 Words45 Views
Running head: MARKETING STRATEGYMarketing StrategyName of the StudentName of the UniversityAuthor Note
Paper on Marketing Strategy of RSL clubs in Australia_1
1MARKETING STRATEGYExecutive summaryThe following paper focuses on the recent trends that are ongoing the RSL clubs in Australia anda marketing strategy has been prepared for it. The Allora RSL club has been selected for thispaper that is located in Queensland. The recent trends of the RSL: clubs have been discussedbecause it has been going through a downfall of morale and the ex-servicemen are not attendingthese clubs like before. The various ways by which the previous condition can be revived havebeen discussed in this context. The external and internal forces to develop the marketing strategyof these clubs have been discussed in this context. These have been supported by the otherelements of developing the marketing strategy for the selected club.
Paper on Marketing Strategy of RSL clubs in Australia_2
2MARKETING STRATEGYTable of ContentsIntroduction......................................................................................................................................3Recent trends...................................................................................................................................3Marketing strategy...........................................................................................................................4a) PEST Analysis.........................................................................................................................4b) SWOT analysis........................................................................................................................5c) Differentiation from other competitors....................................................................................6d) Status quo of the organization.................................................................................................6e) Changes to be taken place.......................................................................................................6f) Target group segmentation.......................................................................................................6g) Process of attracting the young people....................................................................................7h) Improvement in decoration.....................................................................................................7i) Ways of reaching the youth culture..........................................................................................7Conclusion.......................................................................................................................................8References........................................................................................................................................9
Paper on Marketing Strategy of RSL clubs in Australia_3
3MARKETING STRATEGYIntroductionThe purpose of the following paper is about discussing the various issues in the RSLclubs in Australia. The RSL clubs are mainly considered to be the organizations for the men andwomen who have served the Australian defense forces in their best times and now they arespending the retired lives. This is a very critical time in their lives since they must be feelingmonotonous in their retired lives. This Returned and Services League caters to the support thatthe men and women need at that time. Some of the features that are observed in these RSL clubsacross Australia are like the Ode of Remembrance for the servicemen who were martyred in thewars. This ritual is observed in those clubs at 6pm. Recent trends Some recent trends have been noticed in these night clubs in the recent times (Sweaney2014). These clubs are meant for the ex servicemen to come and spend their time and get rid oftheir loneliness and monotony. While these things are not being performed in these clubs and onthe contrary the opposite culture is taking its place there. The number of the ex servicemen isdecreasing in alarming rates and the presence of the unwanted people are increasing in that place(Denniss and Baker 2012).This is measured by the fact that the decoration of the clubs are daggy, the meals are soldat $8 there and are subsidized, the culture of the past is removed by the bingo nights andfluorescent lighting in the clubs. The rate of alcohol intake is increasing as the the carpets can beseen as beer-soaked. The Allora RSL clubs is also facing these problems of the same context.They are facing a critical identity crisis and the number of competitors is increasing (Lovelace
Paper on Marketing Strategy of RSL clubs in Australia_4

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