The sports facility in Stratford-Upon-Avon Essay

The sports facility in Stratford-Upon-Avon - Essay Example Marketing programmes within the organization should reflect a commitment to meeting the needs of the members of the community in which the organization will serve. Therefore, analysis, both internal and external, should include members of the community, as stakeholders. It should also include the current position of the organization, available resources and identification of the organization’s core competencies or strengths.By assessing the organization’s strengths and weaknesses, the marketing team can develop a marketing programme that focuses on matching the organization’s strengths with needs of stakeholders. The sports facility is currently facing a recent loss of revenue, due to decreased sales of membership. To combat this phenomenon, the marketing strategy has made the decision to offer an all inclusive family membership, which can be used by any and all members of the family. The stakeholder analysis and market segmentation activities suggest that busine sses in Stratford-Upon-Avon should consider the entire family, in this family-oriented community. The goal of the marketing plan align is to align organizational strategy with the marketing strategy, in order to reach the target markets, with a cohesive message that speaks to target segments. Target segments need to understand how the sports centre can benefit them. Situation Analysis The sports facility that once offered individual memberships is not as profitable as it once was. Membership has decreased, likely due to financial concerns and the current state of the UK and global economy.