Unit 3 - Getting It Right In the Leisure Industry

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Overview

Key aspects of marketing used in the leisure industry. You need to understand how and why organisations set marketing objectives, use analyses of internal and external influences using SWOT and PEST, and develop a marketing mix that is appropriate to the organisation.

Resources:

You will need to know how each element of the marketing mix (p37) is developed and how they interact. You need to understand the ways in which the following contribute to achieving consumer awareness, sales and take up:
• advertising (p150-152)
• direct marketing (p152-153)
• public relations (p153-154)
• sales promotion (p154)
• sponsorship (p154)

SWOT
237/238 - Advanced Vocational Leisure and Recreation
http://www.marketingteacher.com/Lessons/lesson_swot.htm

PEST 241-245 - Advanced Vocational Leisure and Recreation
http://www.marketingteacher.com/Lessons/lesson_PEST.htm

How will I be assessed?

Level 1 - Identifies key aspects of marketing that affect the chosen organisation. There is some attempt at basic evaluation. Candidates use written expression which is adequate to convey meaning.

Level 2 - Shows clear knowledge of the key aspects of marketing that affect the chosen organisation. Some evaluation of their effect on consumer awareness, sales and take-up. Candidates use written expression which is coherent, so that meaning is clear.

Level 3 - Detailed knowledge of the key aspects of marketing that affect the chosen organisation. Greater evaluation of their effect on consumer awareness, sales and take-up, and some attempt to evaluate the effect. Candidates use written expression which is suitable in form and style of writing to convey meaning.

Level 4 - Well developed knowledge of the key aspects of marketing that affect the chosen organisation. Full evaluation of their effect on consumer awareness, sales and take-up. Candidates use written expression which conveys appropriate meaning within developed subject matter.

Assignment

1. Produce an introduction to this section (you will investigate marketing at your chosen leisure facility....this will involve examining......)
2. What is marketing?
3. Why is marketing so important for your organisation?
4. What is SWOT analysis? Give an overview of each of the four factors of SWOT analysis. Do a SWOT analysis on your organisation - What are its strengths, weaknesses, opportunites and threats?

5. What is a PEST analysis?
6. Give an overview of each of the four factors of PEST and how they are relevant to your organisation.
7. What is your organisations marketing objectives?

8. What is the marketing mix?
9. Examine each of the four P's of your organisation:

• Place - describe the geographical location of the facility - where is it within the town/city? Why might it be a good/bad location? Where is it in relation to other organisations? Is it near a shopping centre? Why might this be improtant? What about being near parking facilities? Why is it a good/bad location? Do they do any out reach work? How does this help it meet its marketing objectives?
• Price - what are the membership schemes (and is pricing different and why?)? what about peak and off-peak prices? What about special offers? How do pricing structures meet the organisations marketing objectives?
• Products - what products are offered by the facility? How does this help it meet its marketing objectives?
• Promotion - What methods of promotion are used by the organisation to raise awareness? How does this help meet its marketing objectives?

10. How does you organisation achieve customer awareness?
11. Complete the table below to evalaute the effect of marketing by your organisation (for the effect on consumer awareness, sales and take up you need to make links to the organisations marketing objetives e.g. if there is a target to have an attendance of over 80% at fitness classes which method of promotion has helped them achieve this (if they have!).

	Method of promotion	Overview	Advantage	Disadvantage	Effect on consumer awareness, sales and take up	Evaluation of the effect

12. How could your organisation improve its marketing?

Learning Resources