BSBWRT401: Final Report on Moortown Sports & Leisure Centre

This report assesses the communication framework, organizational structure, and marketing strategies of Moortown Sports and Leisure Centre. The analysis reveals outdated techniques hindering business activities. Recommendations include upgrading the communication system with internet connections, recruiting permanent staff, and leveraging social media for promotion. The report concludes that implementing these measures will improve profitability and overall business performance. Desklib offers a platform for students to access similar solved assignments and past papers.

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FINAL REPORT
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1FINAL REPORT
Executive Summary
The purpose of this report is to analyse the communication framework, organisational structure
and the marketing and promotional strategies of Moortown Sports and Leisure Centre. In course
of the survey the report has figured out some inadequate techniques that the company still
follows despite of having series of problems in its business activities. In this regards, the reports
recommends some measures. Therefore, the report concludes the existing strategies of the
Moortown Sports and Leisure Centre are not effective enough and implementing the
recommended measures will help the company to bring profit and prosperity in near future.

2FINAL REPORT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Marketing and promotion............................................................................................................3
Operational structure...................................................................................................................4
Club owner...............................................................................................................................5
Administrator...........................................................................................................................5
Management............................................................................................................................5
Organiser..................................................................................................................................6
Security....................................................................................................................................6
Communication............................................................................................................................6
Issues............................................................................................................................................7
Communication problems........................................................................................................7
Issues in promotional strategy.................................................................................................7
Conclusion.......................................................................................................................................7
Recommendation.............................................................................................................................8
Reference.........................................................................................................................................9

3FINAL REPORT
Introduction
‘The Moortown Sports and Leisure Centre’ is considered to be one of the best places for
sports and fun loving people. There are several clubs and training centres at Moortown Sports
and Leisure Centre. In this context, this report is the final assessment that was conducted on the
basis of business and organisational activities of the company. In course of the discussion the
major reflection has been put on the operational structure, marketing and the communication
structure of the Moortown Sports and Leisure Centre. The openings of the centre are 6AM to 10
PM generally. However, in the week days the peak time are from 12PM to 2PM and on Saturday
the prime time is identified from 8AM to 2PM. In fact, the centre is primarily sports clubs like
the Moortown Soccer Club, Moortown Athletics, and Moortown Handball Club. Therefore, the
purpose of this report is to analyse the marketing, communication and the operational structure
and propose some recommendations in order to create a better business environment for the
company.
Discussion
Marketing and promotion
Marketing is referred as one of the important aspect that can influence the future of a
company. In fact, the benefits and profitability of a business organisation is highly relied upon
the effectiveness of its promotional strategy (Abdul Rahim, H. and Saad 2015). Therefore,
setting up a creative though effective marketing and promotional strategy is important for the
future sustainability of a business organisation.

4FINAL REPORT
In this regard, the Moortown Sports and Leisure Centre follows some promotional
strategies in order to generate more market capitalisation in the competitive market. The
company generally follows the traditional promotional strategy. It can be argued that the
traditional marketing incorporates the strategies that are used prior to internet. In other words, the
traditional marketing strategy involves offline marketing tools in the form of direct sales like
print advertising, televised promotion and printed promotional materials like flyers or brochures.
In this context, the ‘Moortown Sports and Leisure Centre’ also follows the similar
marketing strategy based on traditional methods. It means the primary tools of marketing are
local newspapers and flyers. Moreover, there are other mode of traditional marketing used by the
Moortown Sports and Leisure Centre. For an instance, seldom the local community radio is used
for the promotion of the centre. Besides this, the ‘Moortown Sports and Leisure Centre’ uses the
common but popular advertising strategy in the form of verbal transmission. It can be argued that
the verbal promotional mechanism is very effective and less expensive that helps the company to
invest money in other sectors.
Operational structure
Operational structure is highly important for a company. It can be asserted that the
transparency in the organisational hierarchy or structure implies the fair and effective nature of
an organisation (Geraghty, G. and Conway 2016). Based on this understanding it can be stated
that the Moortown Sports and Leisure Centre also maintains a strong organisational structure
club owners and the administrators holds the highest rank in the organisational pyramid. The
organisational structure of the Moortown Sports and Leisure Centre is as follows.

5FINAL REPORT
Club owner
The club owner of the Moortown Sports and Leisure Centre is identified as the highest
authority according to the organisational structure. In this regard, there are 10 clubs in the
company and each of the club is operated by different owners. However, the owners have a
board comprises of directors or owners from each of the clubs. This board of directors are
entitled to take the necessary decisions that are beneficial for the business orientation of the
company.
Administrator
In order to set some rules and regulations for the Moortown Sports and Leisure Centre, it
requires the intervention of the administrators. There are some general responsibilities of the
administration department of Moortown Sports and Leisure Centre. Such responsibilities are
related to the transport, general discipline and the financial structure of the company. It is, in
fact, can be articulated that the role of the admin department is to put focus on every aspects of
the Company from its quality of service to the profit accounted through the finance department.
Furthermore, there are some rules and regulations for the employees to create a healthy
workplace environment inside the company. In this matter, the administrators are played the
major part in order to implement rules and regulation on behalf of the company.
Management
Based on the existing rules and regulations the management is responsible to channelize
every decision of the higher authority to the lowest rung of the organisational structure. It can be
argued that the management is a bridge between the lower level employees and the higher
authority (Pettersen 2016). In this regard, the management in Moortown Sports and Leisure
Centre is dedicated to manage and organise the programs conducted in respective clubs.

6FINAL REPORT
Organiser
In Moortown Sports and Leisure Centre the organisers are responsible to organise different
events. In this context, the organisers of this company are compelled to follow the instructions
advocated by the management department.
Security
The security agency of the company is dedicated to provide safety to the customers as well as the
employees as well. As a matter of fact, in case of any accident or emergency situation the
security department is obliged to provide assistance.
Communication
‘The Moortown Sports and Leisure Centre’ has a strong communication system in terms
of booking even in peak season. Communication through internal and external connection is very
imperative for the company. Based on the survey, it was found that for internal communication
of Moortown Sports and Leisure Centre is based on the traditional mechanism. The employees
use a central message book in order to track all the daily activities related to the organisational
performances.
Besides this, the ‘Moortown Sports and Leisure Centre’ maintains a register book entry
for every booking. Manual entry is a salient feature of the organisation. The reception desk
primarily deals with the manual bookings. The practice of booking is different in types such as
bookings in crèche, hiring rooms for meetings and bookings for clubs and training centres (Yus
2018). The main desk is responsible to keep all the records intact for the customers. It is helpful
for the company in order to reduce technological errors and glitches while maintaining business
records.

7FINAL REPORT
Issues
During the survey, some drawbacks were identified mainly in the communication and
marketing strategy of the Moortown Sports and Leisure Centre.
Communication problems
In the communication structure, it can be argued that the company did not upgrade its
communication system and using primitive communicative techniques like keeping log books.
As a result of that double bookings or missed bookings are frequently occurred in the
organisational activity. In fact, the company does not have any intranet connection through
which it will able to communicate with its employees.
Issues in promotional strategy
Besides this, in case of the promotional strategy the company focuses on the traditional
techniques in terms of printing brochures and flyers. However, with the technological
advancement people are no longer interested in this kind of promotions. Therefore, only 5% of
the target customers are familiar with the ongoing events.
Conclusion
It can be concluded that the Moortown Sports and Leisure Centre practices a number of
primitive measures that are no longer effective for retaining the business activities in near future.
It requires a great deal of changes in form of communication and marketing strategy that will
help the organisation to usher more profit and prosperity.

8FINAL REPORT
Recommendation
 It is suggested to introduce internet connections for communicating with the employees
and for booking.
 Recruiting more permanent staff will be beneficial for the company to increase the
quality of service.
 Using the social and online media can be identified as an effective technique for the
organisation.

9FINAL REPORT
Reference
Abdul Rahim, H. and Saad, A., 2015. The Shift from Traditional Marketing to Entrepreneurial
Marketing Practices: A Literature Review. Business and Management Studies, 1(2), pp.134-139.
Geraghty, G. and Conway, A.T., 2016. The Study of Traditional and Non-traditional Marketing
Communications: Target Marketing in the Events Sector.
Pettersen, L., 2016. The role of offline places for communication and social interaction in online
and virtual spaces in the multinational workplace. Nordicom Review, 37, pp.131-146.
Yus, F., 2018. Cyberpragmatics: Internet-mediated communication in context. John Benjamins
Publishing Company.