Newtown Sports Center: Marketing Plan

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Introduction & Background Information Newtown Sports Centre is a community Leisure facility located within the grounds of Newtown High School. You have been tasked with developing a strategic marketing plan for the centre for the next 3 years. The centre broadly comprises of the following facilities: - 6 badminton court sports hall Activity/party room Refreshment area (vending machines only) Health Suite Large fitness suite 2 floodlit outdoor multi-sports games courts The centre currently operates a varied programme of activities . In general, these include casual hire of facilities (badminton, netball, 5-a-side etc), instructed classes (aerobics, other fitness classes), fitness training, childrens parties, club hire, junior…show more content…
Other public - including directly managed school provision, neighbouring local authority facilities and private contractors of local authority venues. Specifically for Newtown, four main competitors have been identified that are seen as having the greatest effect on income and usage. The competitors and the analysis of their market position tells us the following: - The Swimerama - Council owned with management contracted out to private operator. Fitness gym, but less well equipped than Newtown. Main draw to centre likely to be for swimming pool. Major investment required to centre as a whole. Fountain Health Club - Privately owned and managed. Part of a chain of clubs. Core activity is Fitness, with large range of equipment and classes. Exclusivity of a private club. No sports hall, more expensive. Also has draw of a swimming pool. Premier Soccer Centre - As name suggests, heavily geared towards football. Specialist facility in a niche market. Modern complex, also offers children's parties. Little attraction for non-footballers. Bayhurst School Sports Hall - Managed directly by the neighbouring District Council, offers a range of instructed classes/ sports and court hire. No fitness gym. Strategic Necessities Strategic Necessities are the basic requirements that all providers will need fulfil to stay in business. These elements are therefore critical to the success of the centre and can be summarised as follows: - A safe environment Good standard of

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