Marketing of Crystal Apple: Strategies for Revenue Generation

This report provides a comprehensive marketing plan for Crystal Apple, a simulated sports and leisure center, focusing on strategies to improve revenue generation and market position. It identifies weaknesses in the current operational structure, particularly in booking management and marketing efforts. The proposed marketing plan includes product strategy (bundling services, loyalty programs), pricing strategy (tiered pricing for different customer segments), place strategy (establishing online presence), and promotional strategy (advertising in newspapers, magazines, and social media). The report recommends implementing a transparent, software-driven booking system and aggressive marketing to attract more bookings and boost revenue. Desklib offers a wealth of resources, including solved assignments and past papers, to aid students in understanding and applying marketing principles.

Running head: MARKETING OF CRYSTAL APPLE
Marketing of Crystal Apple
Name of the Student:
Name of the University:
Author Note:

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MARKETING OF CRYSTAL APPLE
Table of Contents
Executive Summary:........................................................................................................................2
Operation structure:.........................................................................................................................2
Marketing and promotion:...............................................................................................................3
Product:........................................................................................................................................3
Pricing plan:.................................................................................................................................4
Place:............................................................................................................................................4
Promotional plan:.........................................................................................................................5
Communication:..............................................................................................................................5
Recommendations:..........................................................................................................................5
Conclusion:......................................................................................................................................6
References:......................................................................................................................................7

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MARKETING OF CRYSTAL APPLE
Executive Summary:
Marketing of sports and entertainment centres plays a very significant role in their
business generation and sustainability in the market. One can point out that sports associations
associations have to invest immense amount of capital towards building their facilities and lack
of bookings for facilities means immense business losses. The paper would visit these aspect of
underutilisation and lack of revenue generation by taking up a simulated case on a sports
association, Moortown Sports and Leisure Centre.
Operation structure:
The operation structure of Moortown Sports and Leisure Centre was very weak and
lacked a strict management. The management of the facilities did not maintain any planned
booking system based on contracts. The bookings for different facilities were recorded manually
which often resulted in cancellation of bookings. This caused inconvenience to the clients which
resulted in the resentment among the latter. There were often double bookings which further
exaggerated the problems of the clients. The inefficient operations of bookings and contracts led
to faulty financial accounting and budget formation (Liu et al. 2017). The management did not
emphasise on the marketing operations and that led to minimum awareness about the facilities
among the surrounding community. The case study shows that the authorities of Moortown
Sports and Leisure Centre advertised the facilities weakly in the local newspaper and on local
radio channel. This led to underutilisation of the facilities and low revenue generation. Thus, one
can infer from the discussion that the sports association was operating under an inefficient
management (Kotler 2015).

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MARKETING OF CRYSTAL APPLE
Marketing and promotion:
The Moortown Sports and Leisure Centre must form formidable marketing and
promotional strategies to boost its business and revenue generation. The case study clearly shows
that the club had a very weak marketing strategy which led to lack of knowledge about the
facilities among customers (Liu et al. 2017). The marketing and the promotional plan of the
Moortwon Sports is as follows:
Product:
The first criterion that Moortown Sports and Leisure Centre needed to consider in its
marketing plan is product strategy. The products of the sports association consisted of the
facilities like sport arenas and spas. The sports association in order to enable the clients utilise
the facilities better should ensure that the bookings are managed using software to avoid collision
and cancellations of bookings. The products of the sports association also consisted of ancillary
products like supplements and massage oil. The product strategy of the sports association should
be designed to attract maximum bookings, create maximum value to consumers and increase
generation of revenue. The management could use product bundling to create tailor made
products for specific customer segments (Stathopoulou and Balabanis 2016). For example, the
in-house sports team members could avail spa services once a week at subsidised rates. The loyal
upper-class clients booking facilities could get discounts which they could accumulate on their
membership cards and redeem those points for future bookings. These products would create
more values for the clients and enable the sports association to create a loyal customer base, thus
boosting its revenue generation.

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MARKETING OF CRYSTAL APPLE
Pricing plan:
The pricing plan of Moortown Sports and Leisure Centre should follow its product
strategy. The sports association required to price its products in a way to create a base of loyal
customers and attract more bookings. The sports association can categorise the clients using its
facilities into three categories. The first category of clients should consist of the present members
like the thirteen sports clubs (Lee and Shin 2015). The sports association for this band can offer
preferential pricing in order to gain their loyalty. The second band of clients should consist of
new clients who are residents from the local community. The pricing plan for this category of
clients should consist of rates higher than the first category but lower than the third category. The
third category consists of clients who are not members of the local community. The sports
association for them should use premium pricing plan but offer certain discounts upon booking
beyond certain a limit (Lyons 2018).
Place:
The place strategy of Moortown Sports and Leisure Centre consist of both physical
presence and digital presence. The case study clearly mentions that the surrounding community
members had vague or no knowledge about the facilities of the sports association. It also
mentions that the sports association no online presence. The sports association should launch its
official website on which visitors would be able to visit the facilities and book them. The sports
association should also open account on social networking sites like Facebook and Twitter
(Farhana 2014). This would enable it to communicate with the clients and gain information about
their expectations on the product offerings. It should use this information from clients to form its
future product strategy to attract more bookings.

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MARKETING OF CRYSTAL APPLE
Promotional plan:
The promotional plan of Moortown Sports and Leisure Centre should be designed to
strengthen its market position and revenue generation. The sports association should promote its
facilities both in the leading newspapers and magazines to increase awareness about its facilities
among its surrounding client base. It should also promote its facilities on the social networking
websites to attract more bookings and generate more revenue (Siddaiah, Sivakumar and Kumar
2016).
Communication:
Moortown Sports and Leisure Centre should communicate with its clients using its
official website. The prospective and present clients should be able to gain information about the
services from the reception. The sports association should be able to process the orders
appropriately and avoid wrong bookings. The booking system should be based on contract
system which should communicate the terms and conditions to both the parties, the club and the
clients (Siddaiah, Sivakumar and Kumar 2016).
Recommendations:
One can recommend from the above discussion that Moortown Sports and Leisure
Association should establish a transparent and software driven booking system. The booking
should be based on contract between the sports association and clients. The second
recommendation for the sports association is that it should promote its facilities aggressively in
the market to acquire maximum booking and boost its revenue generation (Nair and Ndubisi
2015).

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MARKETING OF CRYSTAL APPLE
Conclusion:
One can conclude from the discussion that an efficient marketing is the requisite of the
every sports association. The multi-facility sports associations should first of all build a strong
contract based booking system. The entire booking system should be controlled using software to
avoid or at least minimise faulty bookings. Moortown Sports and Leisure Centre should market
its facilities in the market to attract more bookings and generate more revenue.

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References:
Alghamdi, S. and Bach, C., 2014. Technological Factors to Improve Performance of Marketing
Strategy. AISEE report.
Farhana, M., 2014. Implication of brand identity facets on marketing communication of lifestyle
magazine: case study of a Swedish brand. Journal of Applied Economics and Business
Research, 4(1), pp.23-41.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Lee, Y.S. and Shin, W.J., 2015. Marketing tradition-bound products through storytelling: a case
study of a Japanese sake brewery. Service Business, 9(2), pp.281-295.
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The Effects of Products’ Aesthetic Design
on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand
Consistency. Journal of Marketing, 81(1), pp.83-102.
Lyons, S.J., 2018. Indulging in Premium versus Luxury products: Seeking justification to avoid
regrets.
Nair, S.R. and Ndubisi, N.O., 2015. Entrepreneurial values, environmental marketing and
customer satisfaction: Conceptualization and propositions. In Marketing and Consumer
Behavior: Concepts, Methodologies, Tools, and Applications (pp. 652-665). IGI Global.
Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer, Cham.
Siddaiah, N., Sivakumar, T. and Kumar, K.L., 2016. The impact of green marketing on customer
satisfaction and environmental safety.

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Stathopoulou, A. and Balabanis, G., 2016. The effects of loyalty programs on customer
satisfaction, trust, and loyalty toward high-and low-end fashion retailers. Journal of Business
Research, 69(12), pp.5801-5808.