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Analysing Marketing Activities

Extracts from this document...

Introduction

Analysing Marketing Activities of Wimbledon Racquets and Fitness Club The marketing activities had to be improved, in order for Wimbledon Racquets and Fitness club to achieve their aims and objectives. These aims were to maximise the sales of the club and make profit. To survive and grow and most importantly improve their quality of service, therefore the club will be focusing directly on the needs and wants of their customers. The club carried out marketing activities after collecting qualitative information by running a primary research, which identifies their customer's needs that they can achieve so their members will be satisfied with the services they are providing. Market research is the systematic collection and analysis of data to enable a business to take better quality marketing decisions. The type of market research that the club conducts is mainly focus groups. This type of market research involves discussions with a selected group of individuals who answers questionnaires and fill out survey forms, to gain information about their views and experiences of a topic. The club's focus groups research was done with members of the club to record their views and opinions about the club and how it can be improved. The information that the club's focus groups collected are primary data that is categorized as qualitative information. Qualitative information cannot be expressed in numerical terms. This type of information helps because it is valid and it enables them to understand the customers' needs. Through collecting data from the focus groups, the club found out that their members wanted: * Quality facilities * Security and confidentiality * Clear communication with members and attentive * Smart and courteous staff. They used focus groups to collect this information. The number of membership will increase if they carry out the marketing activities. The following list is a timed plan of the marketing activities carried by WRFC: Timetable of Activity The following outline timetable has been developed on the basis that the refit will be going ahead in January 2000 and be complete by February 2000. ...read more.

Middle

This is a successful marketing activity because it gives the prospective member a chance to see how the club is providing their services and if it is efficient or not. The prospective members also get a reference from the friend or a family member who has already joined the club and had given the free pass to the prospective member. One of the club's aims was to increase the amount of members, which were about 1400 members and increase it to 1800 members. Through carrying out these marketing activities, the club has increased from 1400 members to over 2000 members in five years. Below is the chart of how many members joining the club each year. The chart records the number of members joined the club from December. Type 12-Dec-01 18-Dec-02 16-Dec-03 30-Dec-04 15-Dec-05 Full 1076 1124 1113 1166 1185 Juniors 306 405 422 496 507 Social 60 65 53 25 18 Off Peak 178 187 198 227 240 Young Adult 58 Totals 1620 1781 1786 1914 2008 The pie chart below shows the visual of how many members that joined in each of the categories. In year 2001, the full time members are covering two thirds of the pie, which means there are more full time members in the club. The second majority is junior members. The off-peak members' section is still low. At this point there are more full time members than off/junior member therefore in the year 2001 their aim of having 50% fulltime and 50% off-peak/ junior members was not achieved. However, they did increase members from 1400 members to 1620 members. For December 2005, the increase in members exceeds the 1800 members target. For the year 2005 the club had 2008 members joined. This means the club has achieved their aims and objectives. This shows that WRFC continued to use the marketing activities. However, they still need to come up with different marketing activities that will help achieve the aim to have 50% off-peak/ junior members and 50% fulltime members. ...read more.

Conclusion

The new structure also enables communication and transferable skills within departments; therefore each department can bring forward their ideas, which is a great advantage for WRFC and the aims and objectives of the club is being fulfilled. The structure shows that a person from one department can work in another department. Communication and cooperation within teams of departments was increased in the workforce. For example, the new structure enables the manager to rely on the reception manager and the receptionist to carry out duties like giving the right advice to customers, delivering excellent service and making the club friendlier. The new structure is straightforward and official which gives the customers that the club is serious and will help them and make the best out of the services provided. This shows that the new structure is helping to achieve the aims and objective of WRFC, as there is flexibility within the structure arrangement. The above data shows how they planned the transition from the old structure to the new structure. It also mentions focus groups interviewing and doing surveys on the staffs about their working environment and how the organisational structure can be improved. This shows that the staffs want a good working environment and also want a good relationship with the members of the club. This also shows that the club authorities and members do not only influence the new structure, but the staffs' views also matter as it them who will be work according to the new organisational structure. This helps the club to be successful because it is made easier for staffs to share their ideas and contribute. In conclusion, after analysing all the elements that influence Wimbledon Racquets and Fitness Club, I have found out that the decisions that the club made was effective. They were successful after applying the different strategies and they continue to be successful. They have achieved almost all of their aims and objectives, which have made the club, survive, grow and become a threat to its competitors. Unaiza Haque 12 Angela Mr Chee Tan GCE Applied Business Studies ...read more.

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