TENNIS CLUB

Tennis Club - Service Marketing

Tennis Club - Service Marketing

Task 1a ) Identify the main elements of your chosen organisations marketing process and its approach to marketing. Discuss the benefits and costs of adopting a marketing orientated approach.

The Tennis Club and tennis in Denmark is entering into a new an exciting phase. Tennis Denmark has produced a strategy which outlines an assertive and positive vision which the tennis communities are keen to support by adopting goals that directly impact on the tennis clubs. One particular Goal which Tennis Club will be adopting is marketing. This goal is important because it will ensure all members who interact with tennis in Denmark have a positive experience and the profile and brand of tennis in Denmark is strong and identifiable. (Dickson 2010: 163)

Tennis has the advantage of universal appeal as a relatively low cost sport that is accessible to males and females of all ages. Tennis also has a strong international brand. The sport can be better represented in the media. However, as with many Denmark sports this is largely for competition outside the country. The challenge is to develop the local brand that appeals to and engages a broad band of people. Enthusing people to “have a go”, be it to play, coach, officiate, administer, volunteer or even watch will require success and coordination of consistent messages by the national and regional bodies of the sport of tennis. A strong brand associated with consistent messages will assist in the development of the Tennis Club business model. (Huang 2010: 296)

Tennis in Denmark must leverage off the increased profile created by Grand Slam tournaments, international tournaments held in Denmark and events of their own including ITF world tournaments. These events coupled with Denmark's high performing players have a huge profile in the media and result in a heightened public awareness for tennis. The increased profile of tennis at these key times must be leveraged to promote tennis as a 'passion brand'. The principles of passion branding will form the foundations of this Tennis Club Marketing plan. (Day 2010: 101)

A communication plan will contribute to the marketing goals of Tennis Club. This will be reviewed annually, in light of the media coverage achieved, and the analysis of that coverage. A cornerstone of the communications plan will be the intent to turn all club tennis players and administrators into active advocates for Tennis Denmark.

Task 1b) List some of the factors that would be considered in the internal and external audits of your chosen organisations environment

Macro Environment

In analyzing the macro-environment, it is important to identify the factors that might in turn affect a number of vital variables that are likely to influence the organization's supply and demand levels and its costs. A number of checklists have been developed as ways of cataloguing the vast number of possible issues that might affect an industry. A PEST analysis is one of them that is merely a framework that categorizes environmental influences as political, economic, social and technological ...