RSL Marketing Strategy Analysis

This assignment requires a comprehensive analysis of the marketing strategies employed by RSL Group. It delves into their current product offerings, exploring the potential for expansion into new markets like original diamonds, pearls, men's jewelry, and youth-oriented apparel. The analysis should include a SWOT assessment, identifying strengths, weaknesses, opportunities, and threats to the company's success. Recommendations are also sought to enhance RSL Group's marketing efforts and achieve wider market penetration.

Table of Contents
Introduction...........................................................................................................................................2
PEST analysis.........................................................................................................................................2
Swot analysis.........................................................................................................................................3
Future plans of RSL................................................................................................................................3
Differentiating RSL from its competitors...............................................................................................4
Suggestions to bring changes in performance of club...........................................................................4
Likely age group of RSL..........................................................................................................................4
Developing interest of youths...............................................................................................................5
Plans to decorate or improve the interior of the club...........................................................................5
Reaching youth through following ways................................................................................................5
Current product offerings are................................................................................................................6
References.............................................................................................................................................7

Introduction
The RSL is one of Australia's most seasoned and most regarded national associations. The
League was established in 1916 and bolsters serving and ex-benefit Defence Force
individuals and their families and advances a safe, steady and dynamic Australia.
PEST analysis
Political factors: As a National club Company, RSL needs to adopt the restrictions and rules
the nations in which it works. Corporate tax, various environmental regulations, employee
compensation system, and so forth must be done in a legitimized way to get a place in the
market.
Economic analysis: The RSL adapt to the inflation circumstance by sorting its employees on
the basis of high salary to come up with inflation. The significant dangers to the organization
are from the external environment like an increase in employee’s salary, increase in product
cost and much more (Issa, Chang & Issa, 2010).
Social factors: The environmental factors affecting the social culture of the organization are
the culture of country, tradition, increase in population and trends which are not in hand of
the company to handle.
Legal factors:
The numerous legal considerations are the rules related to employment, safety, health of
employees and customers and much more. As the company originated in Australia, so it has
to comply with the laws of Australia like cosmetic act and trade act.

Swot analysis
Strength: It has good committee organization, detailed job explanations for Treasurer,
excellent junior section, convenient processes in place to ensure club, coaches and officials
are insured.
Weakness: The prevalent weakness of RSL is communication. The other issues of RSL is
facing are that it doesn't communicate an intelligent brand. Frequently an extensive number
of target gatherings of people will lose enthusiasm for the club since they cannot set up a
particular picture of the shop’s image (Tehrani, et al., 2010). The club needs to remember
their objective clients and make a few promotions that can draw in the objective clients.
Opportunity: The rising prominence of online web-based social networking is an open door
for RSL Club to convey to its intended interest groups all the more adequately. As per Public
Relations Institute of Australia (2013), Australian people burn through 3.6 hours every day
via web-based networking media. In this way, to apply the arrangements proposed in this
market design can convey new chances to the club and pull in more clients.
Threat: RSL Club, its immediate rivals who have part of understanding and incredible
accomplishment as a club to treat clients. Other than the danger from immediate rivalry, some
new and smaller clubs, who give a comparative sustenance and administration as RSL club,
can be new dangers.
Future plans of RSL
The impersonation jewellery section, which is under 1% of the general market by and by, is
set to develop rapidly in upcoming future where openness has been a major issue. The craze
for mild and contemporary adornments will include more requests in coming years.
As RSL performance is satisfactory up to now and it has the scope of growing to heights in
future (Gans & Stern, 2010). So my future plans like increasing online presence through

various media, increasing delivery process, removing defects in services and much more are
future plans which will help it to achieve targets in future leading RSL to success.
Differentiating RSL from its competitors
RSL has a superior participation base, and the club individuals have the solid devotion to the
club. Also regardless of having a focused situation in more prominent RSL has a couple of
rivals in the neighbourhood (Trout & Rivkin, 2010). Accordingly, it has an enormous market
portion in nearby place and attracting a considerable measure of the customer, which brings
about extraordinary benefits. The club is completely outfitted with brilliant offices for
capacities and occasions.
Suggestions to bring changes in performance of club
Conflicts and set of accepted principles as problem to be solved
Set up group standards or a set of accepted rules. By and by, taking part in a discussion about
the practices and attitudes colleagues need to submit to help round up and centre their vitality
and assembles trust. At a point when individuals know the principles of the club and, above
all, comply with them, they figure out how to believe each other and they're more disposed to
go out on a limb (Nunes & Breene, 2011). Furthermore, it's vital to perceive and
acknowledge that conflicts will happen and that it's not really an indication of something
turning out badly. In any case, the struggle must be overseen successfully. By building up a
team set of accepted rules, RSL can proactively get ready for how individuals ought to and
can act when strife happens.
Likely age group of RSL
Club mostly members are of the 20s, the reason behind this is:
Risk tolerance and adaptability:

Individuals are more realistic as the younger an individual is the better they going to be able
to tolerate that risk. People at 20s generally have fewer responsibilities, rarer commitments
and much more time to make up any losses a company incur. More youthful individuals have
a tendency to be more versatile (Lian & Yen, 2014). A much bigger reason is interesting
technological age, they confront major innovative interruptions all the time, and the main
path for organizations to survive is to adjust and coordinate these new advancements.
Developing interest of youths
1. Organizing attention-grabbing meetings
2. Offer options to weekly presence.
3. Plan events that participants can join easily.
4. Specify core constituents of the energy to inspire participation and involvement.
5. Understanding and using the power of social media (Benson & Pittman, 2012).
Plans to decorate or improve the interior
Up-cycling: It is a viable approach to coordinate antique furniture into the club is called up-
cycling. Up-cycling intends to take a vintage piece and resurface it with current components.
It can give vintage couch another look by re-upholstering utilizing a present day looking
material.
Another approach to inspire is by introducing an in vogue lounge area. On the off chance that
includes a lounge area will feel like a touch of fabulousness. Include an extensive table, open
to seating and some intense stylistic layout to give it the climate and style of a cool eatery and
influence your visitors to feel exceptional (Jaglarz, 2011).

Reaching youth through following ways
Social media:
As a matter of first importance, online networking destinations are a stage for the social
association. Each post you make on an online networking stage is an open door for clients to
change over (Briones, et al., 2010). When you assemble a following, you'll at the same time
approach new clients, late clients, and old clients and RSL have the capacity to collaborate
with every one of them.
Text message:
Text messages are the most productive ways to connect with groups of target people. Without
a doubt, there are assortments of marketing means, and most online business is exploiting
those. Charities make telephone calls, convey messages, mail out giver slips, make online
battles, and much more. Nonetheless, RSL can expand the effect of their promoting effort by
using content messages. There are different favourable circumstances that only a higher read
rate for text messages. In reality, RSL can set up donation programs through SMS.
Current product offerings are
Commemoration, Jewellery, Apparels, Accessories, gift and much more are product offering
by RSL group to its target market.
It’s should offer more products like an original diamond, pearls, men’s jewellery, youth trend
apparels and much more (Kim, Chung & Lee, 2011). The reason for this expansion will lead
to success it is worldwide due to uniqueness in products and services offered by it.

References
Tehrani, S.M., Karbassi, A.R., Monavari, S.M. and Mirbagheri, S.A., 2010. Role of E-
shopping management strategy in urban environment. International Journal of
Environmental Research, 4(4), pp.681-690.
Issa, T., Chang, V. and Issa, T., 2010. Sustainable business strategies and PESTEL
framework. GSTF International Journal on Computing, 1(1), pp.73-80.
Trout, J. and Rivkin, S., 2010. Differentiate or die: survival in our era of killer competition.
John Wiley & Sons.
Lian, J.W. and Yen, D.C., 2014. Online shopping drivers and barriers for older adults: Age
and gender differences. Computers in Human Behavior, 37, pp.133-143.
Gans, J.S. and Stern, S., 2010. Is there a market for ideas?. Industrial and Corporate
Change, 19(3), pp.805-837.
Nunes, P. and Breene, T., 2011. Reinvent your business before it’s too late. Harvard Business
Review, 89(1/2), pp.80-87.
Benson, P. and Pittman, K.J. eds., 2012. Trends in youth development: Visions, realities and
challenges (Vol. 6). Springer Science & Business Media.
Jaglarz, A., 2011. Perception and illusion in interior design. Universal Access in Human-
Computer Interaction. Context Diversity, pp.358-364.
Briones, R.L., Kuch, B., Liu, B.F. and Jin, Y., 2011. Keeping up with the digital age: How
the American Red Cross uses social media to build relationships. Public relations
review, 37(1), pp.37-43.

Kim, M.J., Chung, N. and Lee, C.K., 2011. The effect of perceived trust on electronic
commerce: Shopping online for tourism products and services in South Korea. Tourism
Management, 32(2), pp.256-265.