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Springhill swimming pool - Marketing Strategy {2013 - 2015}

SWOT Analysis and Marketing strategy
by

Kylie Deenen

on 4 December 2012

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Transcript of Springhill swimming pool - Marketing Strategy {2013 - 2015}

Segmentation Target Group Positioning Marketing Strategy
2013 - 2015 Implementation
Marketing Mix Springhill swimming pool
Marketing Strategy 2013 - 2015 About Springhill swimming pool
Research
SWOT Analysis
Confrontation Matrix
Segmentation
Target Market
Positioning
Marketing Strategy 2013 - 2015
Implementing - Marketing Mix Content About Springhill swimming pool Business was set up in January 2003 Facilities Research In 2007 and 2008 the income was higher than the expenditure.
From 2009 this changed dramatically. Finance situation SWOT
Analysis Confrontation
Matrix Differentiation Children between 6 - 12 years old
People with disabilities
Women between 20 - 50 years old Swim and Wellness center
With many facilities Product Development Outline the Strategy Product development is a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.

A strategy of product development is particularly suitable for a business where the product needs to be differentiated in order to remain competitive. Springhill swimming pool can’t have a gym and they have to focus on the other facilities like the swimming pool and wellness. They have to develop the existing facilities to increase awareness and turnover.
The unique selling point of Springhill swimming pool is the wellness facilities. A successful product development strategy places the marketing emphasis on:

•Research & development and innovation
•Detailed insights into customer needs
•Being first to market
•Clear targets and objectives
•Up to date, Status
•Wide range of activities, classes and programs Promotion Price Place Marketing Mix Product Focus on swim & wellness
Development of activities for children between 6-12 years old
Introduce special wellness packages for women
Create new activities, swim classes and programs for people with disabilities
Updating of the operating procedure
More usage of the pool (increase from 65% to 85% by 2015) Development of infrastructure
Frequenter connection between center, shopping area's, primary schools and the Springhill Swimming pool
Development of Accessibility Introduce the Pull strategy --> Get customers themselves into the swimming pool
Increase awareness and make people aware of the facilities
Special promotion for people with disabilities
Special prices for wellness packages
Extra sales promotion and advertisements Price penetration strategy --> Low price and high quality/service
Focus on Swim-10 card, Month-memberships and Year-Memberships
Price differentiation for each target group; Children, Adults, Senior, Disabled and Students --> Set up special price lists The End
Presentation made by Kylie Deenen
A00191704
Full transcript