Aura Leisure Centre CaseStudy Latest

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 analyses the possible solutions and gives recommendations for future improvement.

In making of this report the book Principles of marketing by Philip Kettle et al was utilized. SOOT and Porters 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 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 1 7 Industry trends worldwide 18 Market trends 19 Competitors Analysis 20 SOOTHS 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 Territories (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 business. Marketing involves creating appropriate goods and services and matching them to market requirements. Therefore, far from being just about selling, marketing is from the beginning an integral part Of the business process.

Marketing does the following: assesses the needs and wants of potential customers; analyses the internal organizational and external market environments; segments the market appropriately; positions the product in the market; implements a number of decisions, termed the ‘marketing mix; secures appropriate relationships with customers; analyses, evaluates and adjusts When customers buy a product or service they are increasingly aware that they are also buying an element of service that goes with it. This service element can be decisive when people are considering where to obtain the product itself e. . At which cinema to see a film or with which Internet service provider to sign up. In each of these cases, a key part of the buying experience is how you, the customer, feel you are treated. Customers like to deal with organizations they can trust and with businesses that demonstrate that they value their customers and are looking to develop a positive, ongoing relationship with them. Customers also like to deal with staff that give the impression that they feel valued and part of a worthwhile organization.

In a competitive environment, organizations need ways of attracting and retaining new customers, so they look for a way of making their brands more attractive and acceptable than that of their competitors. One of the best ways to chive this is to exceed customers’ expectations, no matter how high those expectations might be. Understanding retaining and developing a relationship with customers by exceeding their expectations through first class Customer Service does not come cheap.

However, for the business it is best seen, not simply as a cost, but as an investment that can yield high returns, because it helps an organization to improve its competitive position by rising above its rivals. Relating theory In the book “Principle of Marketing” Philip Kettle et al devised a very interesting concept of benefit building for products. Kettle suggested that if you view a product on three levels it will help extract all the benefits that your product offers. This strategy has various names including Total Product Concept, Augmented Product and Three Levels of a Product. 1 .

The core product is the main motivation for the customer, e. G. A visit to an exhibition, or a fitness class. 2. The actual product wraps certain elements around the core product, such as changing facilities in the case of sport. 3. The augmented product includes a variety of optional extras, such as merchandising, drinks, food or transport arrangements. Customer Service hat exceeds expectations gives customers a sense of satisfaction and creates a feeling of goodwill towards an organization. This encourages them to develop positive perceptions and to return, I. E. Creating customer loyalty.

Customers start develop trust and confidence in the brands. Marketing strategies can be examined also using the Anions matrix. MARKET PENETRATION This involves increasing sales of an existing product and further invasion of the market by promotion of the product, or reduction in price to increase sales PRODUCT DEVELOPMENT An organization develops new products that are aimed at the existing market o that they will obtain more custom. MARKET DEVELOPMENT The organization develops a way of selling existing products to new markets DIVERSIFICATION Moving away from supplying the customer with their normal product, to something completely new.

The Anions Matrix 1 . Allows managers to analyses the degree of risk 2. Managers can then apply decision making techniques to assess costs/ potential benefits 3. Particular strategy could depend on the size of the business, the number of products produced, rang and mix 4. A final decision should also reflect additional research both internal and external, primary ND secondary data and an assessment of the current position The two main variables in a strategic marketing decision: The market in which the firm is operating. The products intended for sale.

Product development Sell new products in existing markets Low risk Low cost Established companies can use this strategy because they already have an existing market May require a complete marketing mix strategy Market Penetration Sell more products (existing) in existing markets Could be used to move stock Low risk/cost Marketing mix strategy especially price used frequently if competition exists (us bustiest goods) Attempting to sell a product for a different occasion Market Development Achieve high sales/higher market share of existing products in new markets Medium risk Marketing strategy I. . Promotion New segments Diversification Selling new products in new markets Highly expensive Time consuming Can help to spread risk Methodology Research process To accomplish a marketing research efficiently as possible it is important to follow certain regulatory framework. The framework which is defined in the book Principles of Marketing by Philip Kettle, gives a good example of such a framework which has proven to be good to use. On the research process here below the four steps, that make the framework, are defined.

Data collection This report is based on the primary research including individual semi structured depth interview conducted with Jennifer Scott -Operations Manager in Aura Laetrile (See Appendix A) followed by precedent broad secondary research including internet and IT library. The reasons for choosing these methods are justified below. Secondary data is defined as “data that is developed for some purpose other than helping to solve the problem at hand” (Tulle and Hawkins, 1 993) Secondary data may be obtained from numerous resources such as academic journals, electronic databases, academic research and books, etc.

Subsequently, secondary data is considered to be a relatively inexpensive, quick and easy method of data collection to obtain (Tulle and Hawkins, 1993) and is a useful source of information on the area of interest. Primary research has two broad approaches, either qualitative or quantitative. According to Mansions and Plumper (2002) “an interview is a series of questions a researcher addresses personally to respondents”. There are three main forms of interviewing: structured, semi-structured, and unstructured. Denseness (2003) describes a structured interview as having tight control over format of the questions and answers. Ender this method, the researcher has a pre-determined list of questions to which the respondent is invited to offer responses. A semi- structured interview is more flexible in that the questions and their order may differ in order to gain the same data from different people. Researchers use unstructured interviews when trying to gain more in-depth and qualitative data. The researcher has a list of topics to cover and uses these to try and guide the interview rather than following a structured set of questions.

For this type of interview, rather than following a structured set of questions, the interviewee has a guide of topics. Other weaknesses include: costly, physically exhausting for the interviewer and the interpretation of results ma y have some interviewer bias (Demean and Fleming, 2007). However, a key strength of in-depth interviews is in their ability to probe into topics and gain more complete responses. The face-to-face interview also reveals the attitudes and emotions of the respondents which are essential to identifying and describing the customer experience in relation to building loyalty Demean and Fleming, 2007).

This data collection method has also been identified as appropriate for busy professionals as it allows the researcher to schedule the interview at a time of the respondent’s choosing (Plumber et al. 2005). Company details Orientation towards marketplace As the market has changed, so has the way the company deals with the marketplace. The company orientation towards marketplace deals with the concepts which a company may apply while targeting a market. There are basically five different orientations which a company takes towards the marketplace. Aura Leisure is following Marketing Concept

Just like selling is a necessity, similarly branding and marketing are a necessity in some products. The marketing concept proposes that the success Of the firm depends on the marketing efforts of the company and in delivering a better value proposition as compared to its competitors in its own target market. The marketing concept also demands that the strategic decisions made by the company are taken keeping the customer in mind. Especially the needs wants and demands of the customers. A holistic approach is taken with the whole organization striving to make the customer experience better.

Applying the marketing concept also means knowing what the market needs and expects from the company as a result of which companies which apply the marketing concept need to carry out more of market research. As we are ultimately satisfying the customer, the marketing concept also demands that the organization integrate all its different departments to give value to the customer. This means that all the departments including Marketing, Finance, HER or Operations should have an idea of the core objectives of the company as well as the goal of the company. Company Structure & Management Aura Sport & Leisure Management Ltd. Part Of the Aura Holman Group which has been established for 27 years working in the Leisure Industry. Aura Sport & Leisure Management Ltd. Was formed in 1999 in response to requests from Local Authority clients who asked to expand consultancy role into direct facility management under a license agreement. The directors of the company have extensive experience in the leisure industry from facility planning to operate successful viable public leisure centre. Philosophy Everybody is different and so are their reasons for wanting better health and well-being.

Some may want to drop a dress size while others want to be fitter ND have more energy or give themselves the edge in their chosen sport or some just simply want to relax and meet new friends. It varies from person to person. Whatever your reasons or goals are, we’ll be with you all the way – guiding, inspiring and helping you get results. It’s also going to be fun and you’ll be amazed at what we can achieve together. Vision With Aura, everyone can be healthier, happier and feel better about themselves. Mission To help people be healthier, happier and feel better about themselves.

Values ; Excellence ; Learning ; Openness ; Commitment ; Enthusiasm ; Accountability Aura awards In 2014, Aura Received the “White flag Award” gold standard in conjunction with Ireland active In 2013, Aura was highly commended for innovation in the Energy Conservation category of the Choreographically. Ii awards. Aura Sport and Leisure Management have recently been presented with a recognition award by the National Irish Safety Organization (NIST). In 2010, Aura Sport and Leisure Management were presented with a prestigious national award by the National Irish Safety Organization (NIST).

In 2007, Aura was named the ‘Overall Winner’ in the private sector of the ’02 Ability Awards 2007. In 201 0, Aura were honorably selected to form a part of the judging panel for the 02 ability Awards. The Aura Group has been approved by ‘Excellence Ireland Quality Association’ for the committed to excellence (ASIA & FEES) European Recognition Scheme. In 2008, Aura Haughty scooped the ASIA hygiene award in the Leisure Centre Category. In 2006, Aura won a record five ’02 Ability Awards 2006′ and have scooped two national awards in both the Environmental Accessibility and Customer Service categories.

In 2005, Aura scooped five awards at the ’02 Ability Awards 2005′ for Customer Service and Recruitment and Training. Management Structure Market analysis Aura Leisure Laetrile is entering their tenth year of business. The business model has been well received and marketing is especially important to maintain growth and market penetration. Aura possesses good information about the market and knows a great deal about the common attributes of the prized and loyal customers. This information will be leveraged to better understand who is served, their specific needs, and how Aura can better communicate with them.

Aura Laetrile was opened in June 2005 and provides the following activities mm pool Learner pool Kiddies’ pool Fitness Studio Gym Sauna & steam room Jacuzzi x 5 aside Astor Pitches Playground The facility offers valuable swimming, fitness and sporting experiences for the increasing population whether residents or visitors. They offer people of all ages the ability to participate in a variety of activities throughout the calendar year. Beginning with young children, water safety and education through the adult swimming and fall provide the opportunity to cooperate in all activities on offer in later life.

Industry trends in Ireland Increase in sporting participation from 45% in 201 1 to 47% in the first half of 2013 Personal exercise remains the most popular sporting activity, with inning seeing a notable increase in participation (from 6% to 9%) Younger females may be transitioning their physical activity from recreational walking to running.