Detailed Marketing Strategy Report: RSL Club Analysis

This report provides a comprehensive marketing strategy analysis for the Returned & Services League of Australia (RSL) Club. It begins with an introduction to the RSL, followed by a PEST analysis evaluating the political, economic, social, and technological factors influencing the club. A SWOT analysis identifies the RSL's strengths, weaknesses, opportunities, and threats. The report then examines competitor analysis, the future of the RSL, target market considerations, and market positioning strategies. It also addresses internal changes needed within the club and explores digital promotion methods. The report concludes with specific recommendations to improve the RSL's marketing efforts and overall performance, supported by relevant references. This report aims to assist the RSL club in attracting new members and increasing community awareness.

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

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MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................2
PEST Analysis of RSL Club............................................................................................................2
SWOT Analysis of RSL Club..........................................................................................................2
Competitor Analysis........................................................................................................................4
Future of RSL..................................................................................................................................5
Target Market..................................................................................................................................5
Market Positioning...........................................................................................................................5
Changes inside the Club..................................................................................................................6
Digital Promotion............................................................................................................................6
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
The Returned & Services League of Australia (RSL) was established in 1916 and it is one
of the most respected and oldest leagues in the country. The establishment came into being as a
direct result of the comradeship, friendship and concern that was displayed by the concerned
people for the wellbeing of their mates at the time of First World War (RSL National 2017).
PEST Analysis of RSL Club
Political – Gaming machines have received caps on them and gambling revenues have suffered
because of regulations for clubs (Godfrey 2017). There is fierce competition among the providers
and revenue is low due to regulatory constraints. The whole industry is mostly capital-intensive.
Economic – Inside this industry, there is not company that holds a dominant market share. The
whole industry is on a revenue generation of $11 billion. From 2013-2018 the projected annual
growth is -0.7%. The industry employs approximately 60,000 people in Australia. In total, there
are about 3000 businesses in this social club industry (Ibisworld.com.au 2017).
Social – Clubs like RSL fall under the social club segment and come under the wider category of
hospitality services. There is the presence of both licensed and unlicensed clubs.
Technological – Apart from including social media sites, the industry has simply made use of
labor service for delivering core services. There is a high need of using digital promotional
methods for the development of those industry and RSL too.
SWOT Analysis of RSL Club
STRENGTHS
 Passionate members
WEAKNESSES
 Aging and declining member base

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 Rising support of the Australian citizens
in honoring service people
 Support from Veteran Affairs
 Making Australia a world leader in
helping service people
 Provision of support and counselling
services
 Working with local high schools and
scout groups
 Maintenance of local greeneries
 Inability of attending functions by the
aging members
 Lack of awareness among the new service
people
 Lack of proper governmental support
 Completely reliant on volunteer support
 Lack of proper office equipment
 No presence of current serving members
or young members
 Lack of awareness in the community
 No partaking members have computer
literacy
 High operating costs
 Backdated amenities
OPPORTUNITIES
 More and more fundraising events all
around the year
 Promoting of RSL events in the
community
 Engaging community members and
promoting social activities
 Fundraising for office kit
 Encouragement for members in
THREATS
 Community perception regarding the club
 Cost of running all the branches of the
club
 Historic issue traumas limiting
membership opportunities
 Competition from other venues and clubs

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continuing with membership as soon as
help has been acquired
 Increase in awareness and communication
 Encouragement in membership from ex-
service people from the local regions
 Working together with other organizations
for sharing responsibilities and
volunteering
 Membership for registered nurses, SES,
Ambulance, Police and Fire
Table 1. SWOT Analysis
Source: (Barossa.org.au 2012)
Competitor Analysis
The different RSL branches have found out a number of organizations and community
groups in their areas who are competing for the time and money of local people. The Community
Sporting Clubs have entry for all the home games, takes part in social functions and posts regular
newsletters. Guardians of the players can also participate with the coaches. RSL Club can take
this lead and provide entries to the family members of the service people who are members of
the club. Rotary Club holds evening meetings, along with their fundraising activities and regular
newsletters. They raise their funds for different projects and programs that have benefits for the
community and the global communities. RSL can invest in beneficial projects and use the funds
raised for community development. The Lions Club is involved in holding fortnightly meetings
and publishing regular newsletters. Similar to Rotary Club, they also raise funds for community

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projects. This example can be followed by RSL so that they can give back something to the
community for its development (Clubsqld.com.au 2016).
Future of RSL
If there are no negative diversions, then in the next decade, RSL can reach new heights in
the Australian social club industry. More members would join the club, and maximum of them
would be young people. The lack of community awareness would be handled with a little help.
In this way, RSL would be bringing together the community in an environment that would be
beneficial for social interactions at all ages, which would ultimately bring more funding for
community projects that support membership (Cornwall 2013).
Target Market
It has been understood from different market researches that younger members must be
more encouraged to join the club. For reaching this target market, some aspects can be taken into
consideration. This includes –
 Readily accessible information on the internet, especially on social media.
 Schools programs that are encouraging young families into joining the local RSL
branches. These schools would include both primary and secondary schools
 Community awareness programs for bettering awareness, all through associations with
local sporting clubs (Brown 2015).
Market Positioning
For attracting more people to join the club, awareness should be increased to make sure
everyone knows that it is not just for elderly people but also for younger demographics. There is
a high need of increasing the awareness for shifting perceptions and highlighting benefits of

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becoming a member of the RSL club. Different offering and improved awareness programs
would help bring the necessary attraction for RSL (Assets.sportstg.com 2017).
Changes inside the Club
The first thing to disguise the unappealing interiors of the club would be to use
decorations to cover them. The beer-soaked carpets need to be changed and replaced with fresh
ones, which would require regular cleaning. The subsidized meals can be improved by including
some fresh but inexpensive items. The lighting requires changing and replacing with brighter
lights and decorative bulbs. The club is in a need of a strong identity, which changing the
decorations would help bring for it (Wang 2016).
Digital Promotion
As today most of the youth is busy on their phone, the best way to reach out to them is
through messages or social media posts. Links to polls and information can be send to the
potential members and the existing members (for further circulation). Notifications about
trainings and events would help make the event a success and simultaneously improve
awareness. These messages can be shared over social media sites and their inboxes too (Tiago
and Veríssimo 2014).
Recommendations
At RSL, an issue has been found that there is a lack of awareness regarding the different,
programs, functions and events held at the club. To manage this gap, an information document
can be developed and distributed at community events and functions. To make the funding
available for all the clearers, more investment needs to be done in visible signage for advertising
when the different club branches are open and who all can attend the events. Annual family days

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would further raise awareness regarding the club and also help build relationships with local
schools for raising more fundraising initiatives. Even support can be asked for maintaining and
updating websites with information and events.
Conclusion
After thorough analysis of the current local RSL branches, their situation in the market,
their internal condition, clear objectives and promotional methods, different strategies have been
recommended that can be considered by the relevant committee. The stress from the start has
been on giving more importance to awareness among the community members so that more and
more young people join the club.

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References
Assets.sportstg.com. 2017. By-Laws for Sub-Branches of RSL. [online] Available at:
https://assets.sportstg.com/assets/console/document/documents/Sub%20Branch%20By-Laws
%202%20July%202011.pdf [Accessed 15 Sep. 2017].
Barossa.org.au. 2012. Reinvigorate Barossa RSL. [online] Available at:
http://www.barossa.org.au/assets/Uploads/Barossa-Future-Leaders/2012/RSL-Project-Business-
Plan-FINAL.pdf [Accessed 15 Sep. 2017].
Brown, J. 2015. The Club with cheap beer and pokies no longer focusses on the war veterans
whose names it invokes. [online] Business Insider Australia. Available at:
https://www.businessinsider.com.au/the-club-with-cheap-beer-and-pokies-no-longer-focusses-
on-the-war-veterans-whose-names-it-invokes-2014-3 [Accessed 15 Sep. 2017].
Clubsqld.com.au. 2016. Impact of new casinos on Queensland community clubs. [online]
Available at: http://www.clubsqld.com.au/CQDocuments/news/Finalcasinoreport_sml.pdf
[Accessed 15 Sep. 2017].
Cornwall, D. 2013. NSW RSL branch pushes for split from iconic clubs. [online] ABC News.
Available at: http://www.abc.net.au/news/2013-04-22/nsw-rsl-branch-pushes-for-split-from-
iconic-clubs/4644566 [Accessed 15 Sep. 2017].
Godfrey, M. 2017. Future of RSL clubs is in doubt. [online] Dailytelegraph.com.au. Available at:
http://www.dailytelegraph.com.au/news/nsw/fraud-scandal-throws-the-future-of-rsl-clubs-in-
doubt/news-story/94afd3896c6de409e6e28f8dee219f17 [Accessed 15 Sep. 2017].