Revitalizing RSL Clubs for the Future
Added on 2020-02-19
6 Pages1563 Words69 Views
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RSL Club - NuriootpaMarketing Strategy
RSL Club Australia1Table of ContentsIntroduction:....................................................................................................................................1Environmental issues faced by the club:.........................................................................................1Political........................................................................................................................................1Economic:....................................................................................................................................1Social............................................................................................................................................1Technological...............................................................................................................................1SWOT Analysis:..............................................................................................................................1Strengths.......................................................................................................................................1Weaknesses..................................................................................................................................1Opportunities................................................................................................................................2Threats..........................................................................................................................................2Differentiation Strategies:................................................................................................................210 year forecast:...............................................................................................................................2Changes Recommended:.................................................................................................................2Target Market:.................................................................................................................................3Marketing RSL:...............................................................................................................................3Interior Decoration:.........................................................................................................................3Mobile Marketing:...........................................................................................................................3Product Offering:.............................................................................................................................3References:......................................................................................................................................4
RSL Club Australia2Introduction:The returned and services league (RSL) club of Australia was formulated in 1916 for ex-servicemen returned from the First World War. This is a support organization for men and women who have served or are currently serving in the defense forces of Australia (RSL, 2017). RSL aims to ensure that the programs for these servicemen for their care, well-being, commemoration and compensation are intact. RSL Nuriootpa is a sub branch of RSL South Australia and is currently headed by Mr. Peter Schultz. This article would be throwing light upon marketing strategies that recommended for RSL Nuriootpa.Environmental issues faced by the club:Political: RSL clubs face a severe shortage of membership due to lack of government support in seeking out new members and providing details for their locations. And it makes it difficult for the club to contact them. Also soldiers have claimed that the government takes a long time to process their claims which makes them feel disrespected. (ABC News, 2014). Economic: The increasing unemployment rate of and decreasing retail sales value of Australia has created a slump in their economy. In such scenarios, people avoid investing in clubs which leads to reduced membership. Current unemployment rate stands at 5.6% and retail sales have been 0% this month (Forex Factory, 2017).Social: Ill treatment of Vietnam veterans in the past adversely impacted the goodwill of RSL clubs and have been boycotted by these servicemen. Vietnam War returned soldiers have even claimed that they were insulted and told by other members that they didn’t fight a ‘real war’ like others did in WWII (ABC News, 2016). This has led to lowered brand equity.Technological: RSL clubs are far behind on the technological aspects. Their websites are outdated and no information is easily available unless they are contacted via phone (Barossa, 2011). Their media presence is negligible and this is a definite disadvantage over its competitors.SWOT Analysis:Strengths: One of the biggest benefit of RSL is that it is the oldest club with good brand value. Servicemen that served the Australian country in the First World War are associated with RSL clubs. These members are passionate and loyal towards RSL. Another added advantage of Nuriootpa is that the land and building are owned by the club and this saves them a lot of additional cost in the form of rent.Weaknesses: Like other RSL clubs, Nuriootpa membership also continues to remain low and little efforts are made in changing that. Lack of available information about the club and its members only adds to this drawback. Average age of members is very high and therefore the exposure of these clubs to younger generation is negligible. Their website is outdated and lack ofgovernment support makes it even more difficult for them to contact potential members. The club is heavily reliant on volunteer support which makes the future look bleak. Currently,
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