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Marketing Strategy - RSL Club

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Added on  2020-03-28

Marketing Strategy - RSL Club

   Added on 2020-03-28

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Running head: MARKETING STRATEGYMarketing StrategyName of the StudentName of the UniversityAuthor note
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1MARKETING STRATEGYTable of ContentsIntroduction......................................................................................................................................2PEST Analysis of RSL Club............................................................................................................2SWOT Analysis of RSL Club..........................................................................................................2Competitor Analysis........................................................................................................................4Future of RSL..................................................................................................................................5Target Market..................................................................................................................................5Market Positioning...........................................................................................................................5Changes inside the Club..................................................................................................................6Digital Promotion............................................................................................................................6Recommendations............................................................................................................................6Conclusion.......................................................................................................................................7References........................................................................................................................................8
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2MARKETING STRATEGYIntroductionThe Returned & Services League of Australia (RSL) was established in 1916 and it is oneof the most respected and oldest leagues in the country. The establishment came into being as adirect result of the comradeship, friendship and concern that was displayed by the concernedpeople for the wellbeing of their mates at the time of First World War (RSL National 2017). PEST Analysis of RSL ClubPolitical – Gaming machines have received caps on them and gambling revenues have sufferedbecause of regulations for clubs (Godfrey 2017). There is fierce competition among the providersand revenue is low due to regulatory constraints. The whole industry is mostly capital-intensive.Economic – Inside this industry, there is not company that holds a dominant market share. Thewhole industry is on a revenue generation of $11 billion. From 2013-2018 the projected annualgrowth is -0.7%. The industry employs approximately 60,000 people in Australia. In total, thereare about 3000 businesses in this social club industry (Ibisworld.com.au 2017). Social – Clubs like RSL fall under the social club segment and come under the wider category ofhospitality services. There is the presence of both licensed and unlicensed clubs. Technological – Apart from including social media sites, the industry has simply made use oflabor service for delivering core services. There is a high need of using digital promotionalmethods for the development of those industry and RSL too.SWOT Analysis of RSL ClubSTRENGTHSPassionate membersRising support of the Australian citizensin honoring service peopleWEAKNESSESAging and declining member baseInability of attending functions by theaging members
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