Essay About Rise Of Baby Boomer And Slow Membership Growth

Ge-McKinsey Matrix for Rpg Enterprise
Strategic Marketing Plan for Service / Opportunity development
Executive Summary
Slow membership growth in past years for following reasons gathered via informal interview with the DB residents and ‘The Club staff,
Rigid memberships joining policy
Economic uncertainty resulted club membership withdrawal
High upfront and joining fee cause financial burden to some
Minimal promotion of ‘The Club
A proactive and dynamic marketing strategy and program is therefore needed to drive membership subscription
Mission
The provision of opportunities for recreation, social intercourse and refreshment for the benefits of its members (source: www.hkri.com)
Business Objectives
To increase membership revenue and membership number by 5% and 10% respectively (by assumption only)
Marketing Audit – External Audit, The Market, Internal Audit
External Audit
3.1.1
SocioCultural
More health-conscious results in leading a healthy lifestyle especially amongst the adults and elderly, for example, more exercises and healthy diet
Proliferation of health and natural herb products
Slimming and weight loss trends
Increase awareness of importance of personal hygiene and environmental cleanliness as a result of SARS outbreak and bird flu epidemic
Higher value on family and social bonding impacted by SARS outbreak (death)
Growth of international and national sports heroes for example, David Beckham, Yao Ming who have captured the hearts of all ages
Rising popularity of niche recreation activities such as kickboxing, wake boarding, indoor mountain climbing
Higher stress amongst workforce with longer working hours
Women workforce is rising with dual break winners
Low new birth rate resulting in ‘Little King phenomenon
3.1.2
Demographic
Rise of baby boomer giving rise to a demand of low intensity sports or recreation activities
Low new