Community Club Operational Plan

This assignment presents a comprehensive 5-year operational plan for a community club. It defines the club's strategic objectives, identifies potential risks and proposes mitigation strategies, establishes a communication plan to engage various stakeholders, and outlines a review process to monitor the plan's effectiveness. The plan aims to guide the club towards achieving its goals over the next five years.

Running head: OPERATIONAL MARKETING PLAN
OPERATIONAL MARKETING PLAN
Name of the student
Name of the university
Author Note

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OPERATIONAL MARKETING PLAN
1. Executive summary
The higher needs in the competitive market is responsible of the higher demands in the
achievement of the competitive advantages, even in the sphere of sporting clubs which are
fighting to achieve a better reputation in comparison to the other clubs
This SWOT, SMART and PESTLE report deals with the North side Brisbane football club
namely, “Hairy Nose Wombats”. This report deals with the complete analysis of the sporting
club to help it analyze the strategies that can be adopted to achieve its objectives and goals.
With the help of this report the operational and marketing strategies of the “Hairy Nosed
Wombats” has been elaborated to help it achieve its goals and establish itself as one of the
successful football club.
2. Strategies
Strategic management is one of the crucial tools to help and organization achieve its
goals and objectives with constructed tactics and approach (Hill, Jones and Schilling 2014).
In order to achieve the goals and objectives of “The Hairy Nose Wombats”, the complete
analysis and the measures has been termed in form of a SWOT analysis.

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OPERATIONAL MARKETING PLAN
Strengths
 It has a huge membership with a
supporter base of 25,000 members.
 Involvement in social activities and
supporting the local volunteers in all
the community services gathers social
recognition and support.
Weakness
 Leaving of the members to other
clubs due to better available amenities
and facilities.
 Lack of sponsorships and financial
consolidation can result in the slow
growth and the prospects of the club
as a Premiere Sporting club.
Opportunities
 Sporting activities in Brisbane is one
of the breeding grounds of high
number of football clubs that can
facilitate the club to gather more
number of members in its base.
 Charitable activities can help the club
gather both social support as well as
financial support.
Threats
 Higher competitions from the other
clubs in the targeted area can be a
probable threat to the community
 Improper in-house maintenance and
management can result in disastrous
output and can be branded as one of
the biggest threat of the sporting club.
In order to help understand and analyze the resource request, performance, objectives,
systems and the operation plan, the manager of the Sporting club would be helpful to meet
the concern.

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OPERATIONAL MARKETING PLAN
3. Actions
To take charge of the operation plan the goals and objectives has been cited in form of
a SMART analysis
Specific - The main objective of the club is to raise funds and gather the higher number of
membership to win the premiership.
Measureable – The increasing numbers of the members and the higher number of donations
the club receives can understand the objectives and the purpose.
Achievable – The purpose of gathering funds is achievable with proper marketing strategies,
brand development as well as sales of the merchandises.
Relevant - The relevance of the strategies can be identified as the sales of the merchandizes
that would not only help in fund raising but also actively support the brand building and
sponsorship gathering.
Time-oriented - The actions should be performed within an allotted, periodic and predefined
time to understand and calculate the efficiency of the strategies and need for improvements.
4. Prioritize Actions
In order to monitor the key performance indicators certain strategies should be taken
into consideration.
 Review the performance indicators regularly on regular intervals of time to make sure
the overall business strategies.
 Using of advanced software to calculate and understand the efficiency and the
punctuality.

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OPERATIONAL MARKETING PLAN
Political - Support from the local and national governing bodies can help the club gather
members.
Economical – Support from the existing members as well as new sponsors can help the club
financially.
Social – Involvement in the other social activities can help the community gather local and
communal support.
Technological – Better technical advancement can gather higher members as well as help in
monitoring organizational actions and strategies (Goetsch and Davis 2014).
Legal - Complying with the legal provisions related to the health and hazards in the
environment can avert social issues and disasters.
Environmental- High social interaction and open sporting ground would re-enforce the
sporting spirit of the individuals for higher involvement with the game and the club.

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OPERATIONAL MARKETING PLAN
Desirable
outcome
Actual
outcome
Priority
(High,
Medium,
Low)
Action to
be taken
Plan Time Responsible
person
Engage the
community
to build a
diverse
organization
The
diversificatio
n of the
community
can happen by
increasing the
number of
active
divisions in
the
community
High Engage the
community
and divide
the club
with other
sports
activities for
the different
kinds of
members
and sports
enthusiasts.
Divide the club
activities based
on the existing
members and
their
requirements,
focusing on the
increased
members in
each division
(Neagu and
Nicula 2012).
Within 1
year
Management
team of club
should look
after the
changes.
Increase the
membership
count to
25000 by 5
years
The
membership
count can
vary
depending on
the
organizational
performance
to retain the
existing ones
Medium Increased
active
participatio
n in the
social
activities
can help the
club gather
social
support and
The plan is to
sponsor the
club with
active
promotion
engaging in
various social
activities.
Within 2
years
The
operations
team and the
members
should be
responsible
for the
actions.

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OPERATIONAL MARKETING PLAN
and new ones reputation.
Winning of
the
premiership
of 6 million
dollars for 5
years
Winning of
the
premiership is
a gradual
result of the
above two
factors and
active
gathering of
sponsors
which can
occur
eventually
Low To increase
the active
number
sponsors
should be
increased to
finance the
club for
better
performanc
e and
enlisting
The plan is to
gather active
number of
sponsors
through the
social activities
and explain the
purpose of the
club through
active branding
and
merchandizing.
Within 2
years
The
branding
and the
marketing
team would
be
responsible
for the
actions.
5. Resources
a) Financial - The financial concerns can be taken care of by gathering the active number
of sponsors through social activities and active branding and marketing strategies.
b) Material – The materials includes the banners, flex, sporting accessories, gears can be
taken care of by the respective stakeholders, sponsors and vendors in charge of the
merchandizing and branding.
c) Human resource - The human resource department should be liable to recruit and
select the deserving and proper trainers and coaches including the in-house
management staffs from better administration and functioning of the club (Hendry
2012).

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OPERATIONAL MARKETING PLAN
The personnel can be managed with proper methods of recruitment and selection of
the active clubs, including the coaches and the trainers. Candidates with proper knowledge,
understanding and analytical capabilities should be identified and selected to help the
organization expand and achieve its goals and objectives. Proper in house management
employees should be recruited to effectively manage and control the operational activities
and keep them motivated to help the organization perform better.
6. Risk management
Risk management in an organization is crucial in averting any crisis than might
adversely affect the organization (McNeil, Frey and Embrechts 2015).
Risks Consequences Treatment
The organization is likely to
face financial instability and
concerns that can crumble the
organization from within.
The financial crisis can de
motivate the in-house staffs to
lose their focus in work as well
as the club can face serious
funding issues related to
achievement of its goals.
The financial concerns should
be taken care of by the financial
administration department as
well as the manager to mitigate
the concern.
Legal concerns can be also rise
due to any major concern
related to any aspect of the club
regarding, safety, health, work
environment and many more.
A legal concern can hamper the
reputation of the club hurting its
reputation, resulting in the loss
of memberships and sponsors.
The managers as well as the
higher authorities of the
community should administer
the legal concerns.
Social concerns might arise due
to clash between the members
on basis or race, color,
background,
The social concern can take a
rise of an catastrophic uprising
on discrimination and biasness.
This should be taken care of the
manager as well as the in-house
HR manager to look into the
matter in concern.

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OPERATIONAL MARKETING PLAN
7. Communication Plan
The communication is one of the integral part of an organization and its publics
(Dozier, Grunig and Grunig 2013).
Communication Stakeholders Method of
communication
Person responsible
for communicating
the plan
Electronic and non-
electronic
Members Emails, telecalling,
reports and
presentation
The operations
manager or the HR
manager
Electronic and non-
electronic
Vendors Emails, telecalling and
reports
Marketing manager
Electronic and non-
electronic
Sponsors Emails, reports and
presentations
The operations
manager
8. Review of Plan
The respective plan has been formulated to understand and meet the objective that is
allotted by the club in a term of five years. The current validity of the operation plan can be
understood by the fact that this plan has been chalked out to help the club achieve its five
years goal.
The plan can be monitored with respective feedbacks and response to the actions that
is taken by the operational staffs to achieve its goals and objectives.