Comprehensive Marketing Strategy for the Allora RSL Club (Queensland)

This report presents a marketing strategy for the Allora RSL club located in Queensland, Australia. It addresses the declining morale and membership of the club, analyzing recent trends and proposing solutions to revitalize the club. The report includes a PEST analysis to examine political, economic, social, and technological factors affecting the club, and a SWOT analysis to identify its strengths, weaknesses, opportunities, and threats. It also discusses differentiation from competitors, the current status quo, and necessary changes to attract a younger demographic. The report focuses on target group segmentation, methods to attract young people, improvements in decoration, and ways to reach the youth culture through technology and communication strategies. The conclusion emphasizes the need for the club to adapt and attract the youth to regain its ground among RSL clubs, outlining the importance of overcoming threats from rivals by engaging the younger generation.

Running head: MARKETING STRATEGY
Marketing Strategy
Name of the Student
Name of the University
Author Note

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Executive summary
The following paper focuses on the recent trends that are ongoing the RSL clubs in Australia and
a marketing strategy has been prepared for it. The Allora RSL club has been selected for this
paper that is located in Queensland. The recent trends of the RSL: clubs have been discussed
because it has been going through a downfall of morale and the ex-servicemen are not attending
these clubs like before. The various ways by which the previous condition can be revived have
been discussed in this context. The external and internal forces to develop the marketing strategy
of these clubs have been discussed in this context. These have been supported by the other
elements of developing the marketing strategy for the selected club.

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Table of Contents
Introduction......................................................................................................................................3
Recent trends...................................................................................................................................3
Marketing strategy...........................................................................................................................4
a) PEST Analysis.........................................................................................................................4
b) SWOT analysis........................................................................................................................5
c) Differentiation from other competitors....................................................................................6
d) Status quo of the organization.................................................................................................6
e) Changes to be taken place.......................................................................................................6
f) Target group segmentation.......................................................................................................6
g) Process of attracting the young people....................................................................................7
h) Improvement in decoration.....................................................................................................7
i) Ways of reaching the youth culture..........................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The purpose of the following paper is about discussing the various issues in the RSL
clubs in Australia. The RSL clubs are mainly considered to be the organizations for the men and
women who have served the Australian defense forces in their best times and now they are
spending the retired lives. This is a very critical time in their lives since they must be feeling
monotonous in their retired lives. This Returned and Services League caters to the support that
the men and women need at that time. Some of the features that are observed in these RSL clubs
across Australia are like the Ode of Remembrance for the servicemen who were martyred in the
wars. This ritual is observed in those clubs at 6pm.
Recent trends
Some recent trends have been noticed in these night clubs in the recent times (Sweaney
2014). These clubs are meant for the ex servicemen to come and spend their time and get rid of
their loneliness and monotony. While these things are not being performed in these clubs and on
the contrary the opposite culture is taking its place there. The number of the ex servicemen is
decreasing in alarming rates and the presence of the unwanted people are increasing in that place
(Denniss and Baker 2012).
This is measured by the fact that the decoration of the clubs are daggy, the meals are sold
at $8 there and are subsidized, the culture of the past is removed by the bingo nights and
fluorescent lighting in the clubs. The rate of alcohol intake is increasing as the the carpets can be
seen as beer-soaked. The Allora RSL clubs is also facing these problems of the same context.
They are facing a critical identity crisis and the number of competitors is increasing (Lovelace

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2012). The members are decreasing so a marketing strategy should be prepared for reviving the
lost glory of the Allora RSL club.
Marketing strategy
a) PEST Analysis
Political factors
Australia is a democratic and politically stable country so it is the duty of the government
to provide the ex-servicemen with the best facilities (Jurevicius 2013). The Australian
government and the political parties should interfere in this matter and discuss about the current
scenario and consult with the ex-servicemen about what to be done.
Economic factors
The government should be looking after the major economic issues. The economic
challenges are there as the clubs have to provide the food at a subsidized rate. The economy of
Australia has been suffering from the inflation that has been a major issue as the clubs are not
being able to provide the proper infrastructure that is needed for the maintenance of the clubs
(Ferroni and Mojon 2014).
Social factors
The social factor that is in question of the RSL clubs is that the membership is falling and
the beer bottles are being scattered here and there. The ex-servicemen are not interested to go
there as the morale has fallen. This situation has to be overcome (Jurevicius 2013).
Technological factors

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Allora RSL club has to apply some technological advancement into their operations since
they have to be ahead of their rivals or competitors like Ashgrove RSL club in Queensland. They
must attract the ex-servicemen by making proper advertisements and make them come to their
club through using the social media.
b) SWOT analysis
Strengths
 The Allora RSL club is located at such a place where they can get more people to come
into their club (Grant 2016).
 They offer very good discount rates for the food and spending quality time.
 They sell the food at an affordable rate at subsidized rates.
Weaknesses
 Allora RSL club is not being able to draw the ex-servicemen by social media.
 The club has not provided the perfect atmosphere required inside the club premises.
Opportunities
 Allora club must try to open more branches in the remote areas of the suburb.
 They must try to attract the youth cultured people so that they can be the representative
faces of the club (Grant 2016).
Threats
 The rivals are increasing for Allora club and they must implement certain strategies for
the betterment of the club.
 The financial crisis of the club is hampering their operations.

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c) Differentiation from other competitors
Allora RSL club has provided a good service to its members and they have been very
consistent about it. Though, the RSL clubs have not been able to provide the proper atmosphere
to its members, Allora RSL club has been doing very well in this business and been able to hold
its good reputation.
d) Status quo of the organization
If the status quo remains in the organization and no changes take place, the organization
will suffer setbacks one after another as they will be lacking the proper agenda to develop the
club’s infrastructure. If the infrastructure does not improve, they will not be able to communicate
with the potential customers of the club (Helleiner 2014).
e) Changes to be taken place
Some changes have to take place within the organization. This will require taking up
certain strategies. They have to take the help of the technology to install some computers and
monitor the performance of the employees of the club Helleiner They will also need to
communicate with the potential customers to attract them towards their club.
f) Target group segmentation
The need for segmenting the target group is very essential for Allora RLS club (Riefler,
Diamantopoulos and Siguaw, 2012). They should be looking to focus on their target groups
properly so that they can identify what things to focus on to improve the services. They should
be focusing on the young people who are in their twenties rather than the people in their thirties.
This is because the young people in their twenties have a better access to the telecommunications
and digital technology.

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g) Process of attracting the young people
The notion that the RLS clubs are only for the older people to attend has to be overcome.
This is because the older people are not attending this anymore to that extent. The need to revive
the Allora RLS club is very much important. They have to arrange certain programs for the
target people (Alberts, Nakayama and Martin, 2015). They can arrange seminars and club
meetings where all the members would be present. This would be helpful for the young people to
join the club along with programs to communicate with various parts of the society. The
communication technology tools have to be utilized properly by the young people. Career
development programs can also be arranged by the Allora RLS club actively.
h) Improvement in decoration
The decoration of the Allora RLS club must be improved in order to attract the people of
the young generation. A survey can be organized on the favorite icons of the target people (Jiang,
Wang and Zhao, 2012). According to that, the pictures of those icons can be held up on the walls
of the club. Better lighting arrangements have to be made so that the young people can be
motivated to show their creativity. They can also exchange their ideas with the older people to
gather more knowledge. The perfect color combination has to be applied that will be in line with
the club’s visions.
i) Ways of reaching the youth culture
It has been observed that the young people are much obsessed with mobile phones. This
can be seen as an opportunity to capitalize on their target markets (Goggin 2012). They can be
communicated by their mobile numbers in quick time and important information can be sent to
their mobiles by SMS. These SMSs will contain some of the major things that they should know
to be a part of the Allora RLS club. The things that can be sent to them through SMS are:-

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 The ethics to be maintained in the club premises
 The rules and regulations that have to be followed
 The agenda of the club and the objectives they want to attain
 The timeline of their major programs
 The prohibitions regarding the intake of alcohol
Conclusion
This paper can be concluded by saying that Allora RLS club has lost its ground partially
in the recent past but they will have to gain some of that ground so that they can revive their
place among the RLS clubs. There are threats from the rivals of the clubs and they must be
looking to overcome those threats by bringing the young generation into play. This will be really
helpful for them if they manage to do it successfully.

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References
Alberts, J.K., Nakayama, T.K. and Martin, J.N., 2015. Human communication in society.
Pearson.
Denniss, R. and Baker, D., 2012. Who knew Australians were so co-operative?. The Australia
Institute. Canberra, Australia.
Ferroni, F. and Mojon, B., 2014. Domestic and global inflation. mimeo.
Gharakhani, D., Maghferati, P. and Jalalifar, S., Quality improvement of organization and
organizational culture.
Goggin, G., 2012. Cell phone culture: Mobile technology in everyday life. Routledge.
Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.
Helleiner, E., 2014. The status quo crisis: Global financial governance after the 2008 meltdown.
Oxford University Press.
Jiang, J., Wang, S. and Zhao, S., 2012. Does HRM facilitate employee creativity and
organizational innovation? A study of Chinese firms. The International Journal of Human
Resource Management, 23(19), pp.4025-4047.
Jurevicius, O., 2013. PEST & PESTEL Analysis. Strategic Management Insight, 13, p.2013.
Lovelace, N., 2012. History of the Queensland Country Women's Association:'More than tea and
scones'. Queensland History Journal, 21(9), p.601.
Riefler, P., Diamantopoulos, A. and Siguaw, J.A., 2012. Cosmopolitan consumers as a target
group for segmentation. Journal of International Business Studies, 43(3), pp.285-305.

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Sweaney, K., 2014. The place to be. Australasian Leisure Management, (103), p.42.

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