Aura Leisure Centre CaseStudy Latest
Executive Summary
Much of the modern emphasis in sport and leisure businesses is on the customer. Satisfying customers is at the centre of notions of service quality. (Torkildsen, 2011)
This report examines the Aura Leisure marketing strategy as a total business concept. It illustrates how developing and integrating marketing strategy across the business is helping Aura position itself in very competitive and demanding environment. It indicates problems that company is facing currently and occurred in the past. It analyse the possible solutions and gives recommendations for future improvement.
In making of this report the book Principles of marketing by Philip Kotler et al was utilized. SWOT and Porter’s Five Force analysis among other were used to estimate the internal and environmental position on the market. The marketing environment was examined and possible strategies to attain market share were evaluated, through various advertisement channels. Primary qualitative research was use to collect data including in depth semi-structured interview, followed by broad secondary research including library and internet.
Table of Contents
Executive Summary 1
Introduction 3
Relating theory 4
Methodology 8
Research process 8
Data collection 8
Company details 10
Orientation towards marketplace 10
Company Structure & Management 11
Management structure 13
Market analysis 13
Industry trends in Ireland 15
Market demand 17
Target markets 17
Industry trends worldwide 18
Market trends 19
Competitors Analysis 20
SWOT 21
Porter’s five forces 22
Aura marketing strategy 25
Marketing mix 25
Marketing Objectives 25
Current Problems & Analysis 29
Recommendations 30
Conclusion 31
Bibliography 32
Introduction
According to Torkildsen (2011) marketing is an essential part of good management practice. It is a process of identifying customer needs, wants and wishes, and satisfying them. Sport and leisure services and facilities depend on satisfied customers or they go out of
Much of the modern emphasis in sport and leisure businesses is on the customer. Satisfying customers is at the centre of notions of service quality. (Torkildsen, 2011)
This report examines the Aura Leisure marketing strategy as a total business concept. It illustrates how developing and integrating marketing strategy across the business is helping Aura position itself in very competitive and demanding environment. It indicates problems that company is facing currently and occurred in the past. It analyse the possible solutions and gives recommendations for future improvement.
In making of this report the book Principles of marketing by Philip Kotler et al was utilized. SWOT and Porter’s Five Force analysis among other were used to estimate the internal and environmental position on the market. The marketing environment was examined and possible strategies to attain market share were evaluated, through various advertisement channels. Primary qualitative research was use to collect data including in depth semi-structured interview, followed by broad secondary research including library and internet.
Table of Contents
Executive Summary 1
Introduction 3
Relating theory 4
Methodology 8
Research process 8
Data collection 8
Company details 10
Orientation towards marketplace 10
Company Structure & Management 11
Management structure 13
Market analysis 13
Industry trends in Ireland 15
Market demand 17
Target markets 17
Industry trends worldwide 18
Market trends 19
Competitors Analysis 20
SWOT 21
Porter’s five forces 22
Aura marketing strategy 25
Marketing mix 25
Marketing Objectives 25
Current Problems & Analysis 29
Recommendations 30
Conclusion 31
Bibliography 32
Introduction
According to Torkildsen (2011) marketing is an essential part of good management practice. It is a process of identifying customer needs, wants and wishes, and satisfying them. Sport and leisure services and facilities depend on satisfied customers or they go out of
Bibliography: Blumberg, B., Cooper, D. R., and Schindler, P. S.(2005), Business Research Methods, Berkshire: McGraw-Hill. Denscombe, M. (2003). The Good Research Guide for Small Scale Social Research Projects (2nd ed). England: Open University Press. Domegan, C Frederick F. Reichheld, T. T. (1996) The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press. Irish sports monitor [Online]. (2013). Available: http://www.irishsportscouncil.ie/Research/The_Irish_Sports_Monitor/Irish-Sports-Monitor-2013.pdf [Accessed 04.11.2014 2014]. Maylor, H. and Blackburn, K.(2005), Researching Business Management. Basingstoke: Palgrave Macmillan. Philip Kotler, G Philip Kotler, G. A. (2010) Principles of Marketing. Pearson Education. Porter, M. (2008) What is strategy. Harward Business Review. Thompson, W. (December 2013) Now Trending:Worldwide Survey of Fitness Trends for 2014. 17 (6), 10-20. Torkildsen, G. (2011) Sport and leisure management. Routledge. Tull &Amp; Hawkins, T. D. S., Hawkins D I. (1993) Marketing Research: Measurement And Method 6Th Ed. England: Prentice Hall. Veal, A. J. (2006) Research Methods for Leisure and Tourism: A Practical Guide. Pearson Education. W. Earl Sasser, L. A. S., James L. Heskett. (1997) Service Profit Chain. Simon and Schuster,.