Marketing Strategy Analysis and Recommendations for Chatswood Club

This report presents a comprehensive marketing strategy analysis for the Chatswood Club. It begins by examining the environmental issues facing the club using a PEST analysis, highlighting issues like the dimly lit environment and pest infestations. A SWOT analysis is then conducted, identifying the club's strengths (cheap prices, local presence) and weaknesses (poor maintenance, lack of appeal to a younger demographic). The report explores differentiation strategies, suggesting improvements to attract new members, particularly the 20-something age group. It proposes changes to the club's ambiance, product offerings, and marketing efforts, including digital marketing and SMS campaigns, to capitalize on the mobile-obsessed youth culture. The report concludes with recommendations for improving the club's interior, attracting members, and offering attractive product offerings to increase revenue and competitiveness. The report also examines the potential future of the club and suggests ways to revitalize the business.

Running head: MARKETING STRATEGY
Marketing Strategy
Student’s Name
Course Code

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a) Describe the environmental issues (PEST) facing the club.
Chatswood club is dimly lit and have no access to direct sunlight. It is a common practice
to maintain such an ambience inside the club to make it look cosy and relaxing. It makes the
environment damp (Clubsofaustralia.com.au 2017). With overflow of beer and booze on the
carpets or wooden floors of the club there is pest infestation. It creates an environment hazard
for the club and also for the locality in which it is situated (Clubsofaustralia.com.au 2017).
Kitchen of the club do not have proper fog management which includes the vapours of fats,
oils and greases used to prepare food due to which pests and bugs and even fungus moulds
breed which harms the environment and health of people who visit Chatswood club.
b) Perform a SWOT analysis of the club
Strength: Chatswood club is cheap and are open in every locality. People living there get an
option of a place to hang out and chill (Rslservicesclubs.com.au 2017). They serve cheap
meals and booze which makes it lucrative for people with low income.
Weakness: Chatswood serve low price products and services which attract bad elements as
well (Rslservicesclubs.com.au 2017). The crowd visiting the club are not very civilized and
they are prone to club fights which damage their reputation. Chatswood club is not deep
pocketed and lack in maintenance.
Opportunity: Chatswood club have the opportunity to develop and become party clubs as they
appeal to the local culture and they inhibit their legacy (Rslservicesclubs.com.au 2017).

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Threats: Local competition from other such community clubs is their main threat
(Rslservicesclubs.com.au 2017).
c) Describe how you can differentiate the RSL from its competitors.
Chatswood club is a local club with no other branch in the town. It has a single owner
who was an ex-serviceman. Evening performances are done by the local artists which makes
the club happening for some time. It is also visited by some people who love sports and like to
play pool and snooker (rslnational.org 2017). Apart from this some fast-food meals are
available at cheap prices for munching but is a no proper diner. Other clubs in that area are
well furnished with a long table bar where the variety of booze is more and can be used for
dinning purposes. They have a well sanitized environment and appeal to elite class of citizens
who live in that locality.
d) Assuming there is no change (i.e. status quo), where do you see the club heading in 10
years’ time. Give reasons to support your answer.
If there is no change in the status of Chatswood club everything it offers will be the more
or less the same. Considering the rate of inflation, food will become a bit costlier but not much
and its revenues will only cater to the basic need of its maintenance (rslnational.org 2017). It
can also close down as the rent of the place can increase which the owner might not be able to
pay. There is also a possibility that people will stop coming to the club because of its degraded
environment. Youth of the community which is going to become its customers in 10 years is

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more likely to be attracted towards places which are more lively and trendy than a club like
Chatswood.
e) Assuming you is to change, suggest what you should change to improve the situation of
the club and ways to reinvigorate the club (give reasons to support your answer).
There is much scope for improvement of Chatswood club in every aspect. First it needs to
change its ambience from an old, creaky, dimly lit place to a new ventilated and energizing
club. Chatswood should improve their quality of food and provide variety of meals to its
customers (rslnational.org 2017). Range of booze available at the club should be modified and
new range of mocktails and other drinks should also be made available. If the rates of the
services will increase then the quality of customers will enhance automatically. Chatswood
club should advertise themselves in the town for greater recognition and reach. All the
environment hazards should be taken care of and element of freshness should be introduced.
f) Describe the likely age group of people that you should be targeting at. Would the twenty
something be a better group to target than the thirty something? Give the reasons to
support our answer.
It is an established fact that youth is the potential target for every such club in the town.
Old people spend a lot of time at Chatswood club but do not raise the revenue as they sit there
for long hours just to kill time (rslnational.org 2017). Young customers are more likely to taste
different kinds of stuff and gain experience. They are more likely to spend on stuff like beer
and play games of snooker than old pals. Young people go on dates and like to enjoy their

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evenings singing and dancing with their mates. This will bring charm to Chatswood club
which will be beneficial in every sense. The club should focus on drawing youth’s attention
towards the club culture.
g) Describe how you would attract the members to join the club while trying to overcome
the perception the RSLs were for older people (i.e. how are you going to sell your club to
these potential members?). What sort of activities and programs need to be organised for
your young members.
There is much Chatswood club can do to attract youth’s attention. Organizing karaoke
nights, giving complementary offers on booze and other such services will attract youth.
Giving special treatment to young couples can do a great deal for the club to become famous
among college students. Constructing cosy cabinets to for young people to spend their time
without getting disturbed will be a great idea (rslnational.org 2017). Providing them with
complementary stuffs such as cakes on their birthdays and anniversaries will be a step forward
in the marketing strategy. Provisions of theme parties and prom nights should be made
available which will create an option in the minds of students. Introduction of happy hours for
customers till the age of 30 should be there.
h) What plan should you consider to improve the decoration/ interior that may be in line
with being modern.
Ambience of the Chatswood club is one thing which needs to be changes as soon as
possible. It is filled with old and creaky furniture and most of them have termites infested in

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them. Decoration is one thing which defines the type and quality of a club (rslnational.org
2017). Chatswood’s need to change their furniture, sitting arrangement, dining place, entrance
gate, flooring, false ceiling and even the cutlery they use. Gate should be changed to glass
doors, wooden flooring should be changed to concrete, carpets should be replaced with tiles
and false ceiling should be remade with proper provisioning of lights in it. Bright LED lights
should be put at the entrance to make the club more visible in the street and locality.
i) Assumed that you want to capitalise on the mobile phone obsessed youth culture,
describe some of the ways you can reach them. How will the role of SMS assist you? List
some of the example of what to send to these members.
Chatswood club has a dire need of advertisement for the purpose of recognition among
people other than its locality. As it is established that the club needs to target young people the
task becomes easy. Everyone today uses smartphones and knows how to use the internet.
Digital marketing can prove to be vital for Chatswood club to advertise and reach to the
younger generation (rslnational.org 2017). Development of a mobile application for the club,
in which each and every detail of the club will be given like menu, timing of happy hours and
current offers. Using SMS for membership notifications and other event notifications can keep
its members and customers posted about the events of the Chatswood club.

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J) Describe the current product offering that can be available to the target people. If you
have your way what product offering would you consider to make the club more
attractive? Give reasons to support your answer.
Chatswood club can offer midweek-friendly menus in which the products are cheaper and
there is less variety of food. It will be less time consuming for its customers. Live music,
motivational speaking or a comedy show are some of the services which can be arranged by
Chatswood club to improve its footfall (rslnational.org 2017). Free complimentary food items
such as snacks and fries can help the club to boost its customer base. Australia is a sorting
country and the youth is crazy about sports in every locality. Having a sports screen especially
for important matches of various sports can draw a significant crowd to the club. These offers
can make Chatswood club to compete with other clubs of the locality and can improve its
revenues.

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