A Comprehensive Marketing Strategy for the City of Sydney RSL Clubs

This report offers a detailed marketing strategy analysis for the City of Sydney RSL clubs, aiming to enhance their competitiveness in the Australian market. The report begins with an executive summary and table of contents, followed by an introduction to the RSL clubs, their historical significance, and current challenges. It analyzes the external environment, including political, economic, social, and technological factors, and the internal environment, highlighting strengths, weaknesses, opportunities, and threats. The report compares RSL clubs with conventional clubs, discusses their future potential, and proposes change management initiatives. Key strategies include targeting a younger demographic, altering the internal ambience, and implementing effective promotional strategies, including social media marketing. The report concludes by summarizing the key findings and emphasizing the importance of adapting to market trends to ensure the clubs' continued success. The report also includes references to support the analysis.

Running head: MARKETING STRATEGY
Marketing strategy
Name of the student
Name of the university
Author note

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Executive summary
The aim of this report is to discuss about the marketing strategies to be initiated in order to gain
competitiveness for the City of Sydney RSL clubs. Various strategies are being discussed for the
City of Sydney RSL clubs to gain their competitive advantages. It is being concluded that,
discussed strategies will help to enhance their organizational performance in the Australian
market.

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Table of Contents
Introduction......................................................................................................................................3
Analysis of external environment....................................................................................................3
Political........................................................................................................................................3
Economical..................................................................................................................................3
Social...........................................................................................................................................4
Technological..............................................................................................................................4
Analysis of internal environment.....................................................................................................4
Strengths......................................................................................................................................4
Weaknesses..................................................................................................................................4
Opportunities...............................................................................................................................5
Threats.........................................................................................................................................5
Difference between RSL and conventional clubs............................................................................5
Future potential after 10 years.........................................................................................................6
Initiation of change..........................................................................................................................6
Target age group..............................................................................................................................6
Target market strategy.....................................................................................................................7
Change in internal ambience...........................................................................................................7
Promotional strategy........................................................................................................................9
Illustration: 1................................................................................................................................9

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Illustration: 2..............................................................................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................11

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Introduction
City of Sydney RSL club or Returned and service league of Australia is one of the most
prominent culture prevailed in Australia. It was being initiated after the First World War for the
welfare of the war veterans who have served for their country. However, with the change in time
and scenario, City of Sydney RSL club became more than just the welfare facility for the war
veteran (Shaw 2013). In the present scenario, they are one of the most sought after culture for the
elderly people in Australia. City of Sydney RSL club providers various amenities ranging from
retirement care service and cab facilities to offering various entertainment facilities.
However, with the emergence of various private clubs and other entertainment options
for people, City of Sydney RSL club is losing their prominence in the business scenario (Byles
2012). Thus, it is important for them to effectively determine their internal and external
environment and accordingly come out different marketing ideas in order to enhance their
competitiveness.
Analysis of external environment
Political
The political environment for City of Sydney RSL club is favorable and positive due to
the reason that, City of Sydney RSL club is being introduced adhering with the political scenario
of the country (Boutilier, Black and Thomson 2012). Moreover, the association of defense
personnel with the concept will have more political influence.

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Economical
The economy of Australia is also favorable for City of Sydney RSL club due to the
reason that, Australia is a developed country and their per capita is also rapidly increasing. Thus,
members have the purchasing power to avail the service offered by the City of Sydney RSL club.
Social
Though, the City of Sydney RSL clubs are associated with the Australians from many
years and it holds traditional value for them. However, the new generations are not being
attracted with the service being offered by them. They have not coped up with the change in the
taste and preference pattern of the customers (Attias, Gavanas and Rietveld 2013). Thus,
compared to the new age clubs, they are trailing in the market.
Technological
With the change in time, new age clubs have introduced various new technologies in
terms of providing customer service, marketing and entertainment. However, City of Sydney
RSL clubs remained same and traditional without having much technological development.
Thus, they are not able to compete with the new age clubs.
Analysis of internal environment
Strengths
 Rich traditional value.
 Association with the defense establishment.
 Carries the tag of social service.
 Diversified service portfolio.

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Weaknesses
 Not complying with the latest market trend.
 Involves outdated service delivery and technologies.
 Mostly caters to the old age people.
 Ineffective marketing activities.
Opportunities
 Effective market penetration.
 Presence across Australia.
 Catering to diversified age groups.
 Experience in clubbing.
Threats
 Emergence of new age clubs with updated approaches.
 Negative growth rate of old age people.
 Changing taste and preference pattern of people.
 Issue in internal management.
Difference between RSL and conventional clubs
The key difference between RSL and other conventional clubs is their business approach.
Majority of the private clubs are operating for making profit. On the other hand, RSL are mainly
for the service being provided to the war veterans (Duvall and Kaplan 2013). Moreover, the
target market for the private clubs is mainly the younger generation. On the other hand, the target
customer for RSL is the old age people. RSL provides added facilities such as cab and retirement
facilities on a cooperative basis. On the other hand, private clubs are there to make profit and

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they are not offering any service based on cooperative approach. Services offered in the private
clubs are premium priced. Whereas, the services offered in RSL are mostly subsidized.
Future potential after 10 years
If the exiting scenario of the City of Sydney RSL clubs cannot be changed, them after 10
years, it is safe to assume that they will further lose their competitiveness, which may lead to the
closure. This is due to the reason that, the taste and preference pattern of the customers is rapidly
changing and down the line 10 years, it will change more radically. Thus, with having the same
approach, RSL will not be able to survive in the competition (Jochim 2013). Moreover, the
technology will be further improved in 10 years. However, continuing with the same traditional
approach without any technological development will not attract any more and new customers
for them.
Initiation of change
Change management will be initiated on a holistic basis. Change will be implemented in
enhancing the approach, customer service, technology advancement and service diversity.
Initiation of the service targeted towards the younger generation will help to attract more number
of customers. Service diversity such as renting out the premises for commercial purpose,
customer loyalty bonus and offering non subsidized and premium products should be initiated to
target more number of customers.
Target age group
The target age group for the City of Sydney RSL club should be twenty something. This
is due to the reason that, both the age group of twenties and thirties are the most potential

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customers for the clubs. However, age group of twenties should be more preferred due to the fact
that, these age groups are still in their educations (Wedel and Kamakura 2012). Thus, they will
have more time compared to the busy working schedule of the age group of thirties. Offering
services targeted to requirement of the age group of twenties will therefore help to have more
customers and more average spending time in the club. In addition, RSL will be positioned as a
healthier and safe option for clubbing for the early teenage groups compared to the private clubs.
Target market strategy
As earlier discussed, the potential target market should be the teen-age population. Thus,
a specific strategy should be initiated in order to reach out to this target market. Initiation of
activities such as disco floor, pool party and changing the ambience according to the taste and
preference pattern of the young generation will help to attract the target market (Grant 2016).
Different added activities such as promoting bike rally and adventurous sports and activities will
help to attract the younger generation. The more these activities will be promoted, the less will
be the perception about RSL that it is only for the older people.
Change in internal ambience
Change in the interiors decoration and ambience will be the key factor in attracting the
chosen target market (Khandelwal and Aditi 2016). Neon lighting should be used in order to
decorate the interiors. A separate dance floor should be centrally located in the club with having
laser lights. The entire club should be centrally air-conditioned. Color for the interior decoration
and lighting should be radical and bright. Using of glossy color should be initiated.

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Figure: 1
Ideal design for disco floor
Figure: 2
Using of laser lights

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Figure: 3
Disc jockey
Promoting disc jockey in the club will also help to attract the young generation. This is
due to the reason that, disc jockey is the new trend and it will strike the right chord with the
target audience.
Promotional strategy
Social media marketing should be initiated in order to effectively reach out to the target
market. This is due to the reason that young generation is more comfortable in social media.
Thus, it will help the City of Sydney RSL club in engaging with their potential customers
effectively (Tuten and Solomon 2014). Marketing through sms and email can also be initiated
with sending the promotional templates to the potential customers. It will help them in reaching
to their potential customer effectively and in personalized way.
Illustration: 1
Enjoy nightlife in most authentic and viable rate. Avail discounts for bulk booking.

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Illustration: 2
Get the taste of rich traditional culture of City of Sydney RSL club in contemporary style.
Conclusion
Thus, it can be concluded that, City of Sydney RSL club is having rich cultural tradition,
which can be leveraged effectively by initiation of the contemporary marketing strategies.
Various strategies are being discussed in this report in order to enhance the competitiveness of
the City of Sydney RSL club. It is being expected that effective implementation of the discussed
strategies will help to enhance the performance of the institutions.