Effective Marketing Plan for Golf Victoria in Australia

Running head: SPORTS MARKETING
Sports marketing
Name of student
Name of University
Author note

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Table of Contents
Part 1 Introduction and current marketing situation..................................................................3
Part 2 Environmental Analysis and SWOT...............................................................................3
PESTLE analysis....................................................................................................................3
Porter’s five forces framework...............................................................................................5
Competitor analysis................................................................................................................6
SWOT analysis.......................................................................................................................6
Part 3 Objectives of marketing...................................................................................................7
Part 4 Marketing strategy...........................................................................................................7
Marketing mix strategy...........................................................................................................8
Part 5 Action programs..............................................................................................................8
Gantt chart................................................................................................................................10
References................................................................................................................................11
Task 3 Reflection.....................................................................................................................11

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Part 1 Introduction and current marketing situation
The report presents an overview about an effective marketing plan to be considered
by Golf Victoria in Australia to ensure increase in membership participation of both male and
female individuals in Victoria by the year 2020. The business has experienced a major
decline in the past few years, especially, in the year 2017 and 2018, due to which, the profit
level has declined to a large extent too. It is of utmost importance to make sure that Golf
Victoria in Australia needs to assess the size of golf market and at the same time, facilitate
the participation of membership aspects by allowing individuals from another state or nation
also to take part in the golf activities (Shank and Lyberger 2014). The main aim of the report
is to develop an effective marketing plan, which can help in the assessment and review of
market related information, furthermore, gain insight about the market conditions and allow
for enhancing the efficiency of marketing to the utmost level possible (Golf.org.au 2019).
The rational for the marketing plan is actually the problems faced by the business,
because of which, there is need to assess the market conditions and develop an accurate plan
for the purpose of accomplishing the marketing goals and objectives with ease and
effectiveness. From the first portion of the assignment, it is found that the business’ sales
level declined due to the reduction of 1648 male and 543 female members in the year 2018
and also in the year 2017, which has also decreased the profit level (Bühler and Nufer 2015).
Due to this, the business must undertake proper marketing approaches and ensure making
people aware, furthermore, influence their buying behaviours to ensure increase in sales
generation and profit level too.
The scope of the marketing plan is to conduct an environmental analysis and
determine the strengths, weaknesses, opportunities and threats along with the various factors
associated with the business functioning to facilitate the marketing efficiency and ensure

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drawing in more customers to generate higher revenue in business for Golf Victoria in
Australia. The report will also highlight the importance of various marketing strategies
including the segmentation, targeting, positioning as well as the differentiation and marketing
mix strategy to facilitate stable business functioning, thereby, aim at generating more revenue
and attain competitive advantage in business (Fetchko, Roy and Clow 2018).
Part 2 Environmental Analysis and SWOT
PESTLE analysis
The PESTLE analysis framework allows for conducting the macro analysis of
environment, thereby, make an assessment of the various environmental factors that have
created an impact on the business functioning. It can not only enable analysing the business
environment, but can even facilitate management of sports industry as well as the marketing
procedures while sustaining in the location of Victoria in Australia. This framework presents
relevant information about the political factors, economic factors, social factors,
technological factors, legal and environmental factors impacting the Golf Victoria in
Australia (Davis and Hilbert 2013).
The Golf business might often be exposed to political system associated risks along
with the political environment, which could enable the company to consider the political
conditions before making an entry into a new market or prior to making investments in
business. The political factors include political stability of Australia, corruption level along
with the legal frameworks that are related to the enforcement of contract along with
protection of the intellectual property too. The implementation of anti-trust laws associated
with the sports goods management and pricing rules and regulations also are considered as
major political factors that can affect the business functioning as well (Chanavat and
Desbordes 2014). The Government and regulatory bodies have also created some impacts on

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the business in the long run by making changes to the rate of inflation and at times,
influenced the level of investments to be made.
The economic factors include the spending by Government, various monetary and
fiscal policies, the disposable income of the consumers along with the rate of employment
and Gross Domestic product or GDP rate too. With the spending by the Government, deficit
budget would be run, which could allow for managing various implications of Golf Victoria
and ensure increasing the sales revenue. The rates of exchange and currency value in
Australia have enabled Golf Victoria to raise its working capital and at the same time,
maintained good quality infrastructure to ensure strengthening of workforce (Van Den Berg
and Braun 2017). The higher the GDP rate, the higher would be demands in the economy,
which could also allow the business to leverage its strengths and trends by introducing new
range of sports activities for the members, thereby, ensure influence on consumer buying
behaviours and managing value proposition too. The employment level is quite high, which
assures management of budget related activities through delivery of budget products to the
customers and at the same time, incur a huge amount of cost while recruiting talented and
skilled employees within the workforce (Gratton and Jones 2014). The increase in household
income also could enable investing in the sports activities offered at Golf Victoria,
furthermore, ensure demand shift from the goods economy to the service based economy.
The social factors include the demographics and skills level possessed by the
individuals, on which, their buying behaviours are dependent upon. The power structure
within the society as well as the hierarchy of the organisation and educational level could also
affect the sports industry of Australia, thereby promote entrepreneurial spirit and a good
nature of the society as a whole (DeGaris 2015). The attitudes and behaviours along with the
leisure interests could also raise environmental awareness and promote better health and

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wellbeing of the people considering the management of sports activities in Golf Victoria,
Australia.
The technological factors include use of new technologies for creating a major impact
on the offerings by Golf Victoria, Australia while the technological aspects can also create an
impact on the structure of cost associated with the business functions and processes. The
technological aspects could also create an impact on the value chain structure, thereby
influence the rate of technological diffusion largely. The transfer of technology and licensing
of IPR should also assist in managing digital assets, thereby prevent any kinds of IPR related
threats or risks too. The technological improvements have also facilitated online marketing
and mobile payments, which has also encouraged consumers to make purchases (Cornwell
2014).
The legal framework is robust enough to ensure protection of intellectual property
rights, furthermore, ensure, making an entry into the markets easily. There are Anti-trust
laws, rules and regulations related to the Sports industry while the Discrimination law
ensured individuals, i.e., both the customers and the employees to get treated equally and not
discriminate them based on race, religion, colour, ethnicity or creed. There are employment
laws and health and safety law, which has also contributed to the management of
employment scopes and opportunities along with maintenance of health and safety of both
workers and customers engaged in the Golf Victoria, Australia (Golf.org.au 2019).
The Golf business has also aimed at creating environmental awareness by developing
a good CSR culture to gain cost advantage and at the same time, connect with the
Environmental agencies for the purpose of creating positive environmental impact (Kaser and
Oelkers 2015). Golf Victoria has also been associated with the management of carbon