Discuss about the Advertising and Promotion for Integrated Marketing.
The National Sports Campus between the areas of Abbotstown and Blanchardstown formally came into existence on the 1st of January 2007. It was an initiative taken by The National Sports Campus Development Authority that is responsible for the development of sports infrastructure in the country. So far the company has been able to promote and encourage the usage of the campus and have also come up with significant expansion plans that led to the development of the National Indoor Arena which consists of three different facilities like the national indoor training center, national indoor athletics training center, national gymnastics training center. Since this section of the National Sports Campus has opened recently it is extremely important to have an excellent marketing plan for which it is important to understand the situation of the organisation and hence present section will take into account a situational analysis of the organisation (Strauss, 2016).
PESTEL Analysis of the e-business environment
Political: In the recent past the UK government has become very particular about the development of the e-business in the country which is definitely going to help the sport industry as more and more people are likely to get information about sports and training which is definitely going to boost the awareness of the organisation. The Governmental policies about E-Commerce business have been very positive as well as the government has taken initiative to develop the security of online transaction which also lays significant platform for the NIA to explore the online market.
Economic: The e-commerce industry supported by the government as it slowly and steadily growing in strength. The total revenue from non financial e-commerce business went up to £403.8 billion in 2010 that is a steep rise by 24.9% as compared to 2008. In the recent past the e-commerce market of UK has seen rise in the B2C market which is an extremely important aspect for the development of this sector. UK as a country has been able to recuperate from the aftereffects of recession which has helped the consumers to spend their money in shopping which is a positive sign for the growth of this sector in the country as well as it could be said that there is an increasing trend of people getting interested in online stuffs which will help to create awareness for the launch of NIA (Kian Chong et al., 2010).
Social: The emergence of internet has made life easier for the consumers and this is the biggest reason for the growth and development of the E-commerce business. The awareness of e-commerce is also an important aspect. The usage of applications has increased rapidly in the last couple of years improving the sales of the different e-commerce businesses. Seeing this rapid growth NIA should be happy as it is easier for the consumers to get in touch with the company through launch of the sports application. The changing social trends mainly show that consumers are largely inclined towards doing everything online and hence this gives significant advantage to the organisation.
Technological: the improvement is technology is another key aspect of the growth of e-business companies may rejoice seeing the rapid technological influence on the business. Development of new smart devices and launching of applications is definitely going to improve the awareness of NIA. The NIA will be largely facilitated with the improvement in technological environment (West et al., 2015).
Environmental: E-marketing is preferred nowadays as it is highly eco-friendly. This hardly creates any kind of pollution which is conducive for its use in the market. Hence the organisation wouldn’t have to be worried about environmental issues.
Legal: The EC Directive Regulations 2002 implement the law which all the companies’ doing e-commerce business will have to follow. By conforming to this law the organisation will be able to handle its electronic operations effectively (Dann & Dann, 2011).
Competitor analysis of NSC
National Sports Campus in Ireland is one of the newest sports campuses in the country. Especially in Ireland the organisation enjoys monopoly. It could be said that there are hardly any competitors around in the country but all over UK there are number of Universities that provide sports education. But this campus is kind of a training ground for the athletes from different fields. The main difference between NSC and the other universities is that it has a strong infrastructure as well as it has all the possible facilities for athletics training. Out of these universities like Edinburgh, Leeds and Birmingham University have better online presence but they do not emphasise on being very active online. This is where the NIA could have significant advantage while promoting the launch of this section (Chaffey et al., 2009).
SWOT Analysis of NSC
- The website of NSC is informative.
- Strong organisational philosophy hence better support for consumers.
- Easy clutter free website compatible to all devices providing ease of access.
- Key focuses on different athletics and sign ups are easy.
- The appearance of the fonts tends to be late showing technical weakness.
- Lack of visionary thinking in the website.
- Framework of the sight is not that attractive hence the consumers might lose interest (Barker et al., 2012).
- Emerging online market
- Euro zone expansion
- Popularity of mobile applications.
- Emerging sports market.
- Gradual development of new sports training centers.
- Pricing system of the organisation (Fill et al., 2012).
Porter’s five forces
Threat of new entry: There’s a moderate possibility of new entry. Market is basically in monopoly. Huge capital investment can hinder the plans of new entry.
Supplier power: Supplier power is huge as the sports equipment and sports gear companies and hence supplier power is huge.
Buyer power: Buyer power is low as the concept of NIA is new to the area and hence it could be said that the company might capitalise on the market.
Competitive rivalry: It is moderate as NSC is nationally accredited and hence it competes with some of the other sports training setup in UK.
Threats of substitution: Threat of substitution is low in this case as it provides huge facility regarding training and development of athletes (Belch & Belchm 2012).
Objectives of NSC
- To create awareness of the National Indoor Arena
- To provide excellent services to the consumers.
- To generate revenue for the growth and development of the organisation.
- To promote National Indoor Arena for the help of emerging athletes.
The electronic strategy of the company mainly involves creation of awareness for the promotion of NIA through rigorous electronic marketing which will involve optimisation of the website through organic search engine optimisation, effective inbound marketing, development of marketing videos and social media awareness campaigns (Barker et al., 2012).
The company will utilise a significant tactics to implement the strategy which is application development. This will be an application which would give all the possible information available on the NIA as well as NSC and will direct the viewer to the concerned place to watch some of the achievements of the organisation. This will be targeted to all the aspiring young athletes who will be enthusiastic about opening of the Training center (Dann & Dann, 2011).
The company will implement all kinds of online strategies for instance mass mailing concept and newsletter messages. It will tie up with the national sports authority website and its social media sites to communicate with people online. It will also create videos for Facebook, Twitter, Instagram, Snapchat, and in Youtube to engage people (Chaffey et al., 2009).
Controls of the e-marketing plan will be analysed through key performance indicators. For instance the increase in enrollment of the athletes in the first six months should be 500 including all the fields. If the company is able to achieve this then it is growing. The website will be continuously improved and with the help of online analytical tools like Google Analytics the traffic of the website would be measured which will clearly show the performance of the company. Online user surveys will also be implemented especially to those who enroll with the organisation as well as to those who show interest on the application as well as the website which will help to understand what needs to changed and what not (Strauss, 2016).
Barker, M., Barker, D.I., Bormann, N.F. and Neher, K.E., 2012. Social media marketing: A strategic approach. Nelson Education.
Belch, G.E. & Belch, M.A. 2012 Advertising and Promotion, an Integrated Marketing Communications Perspective. 9th Ed. McGraw-Hill Higher Education.
Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K., 2009. Internet marketing: strategy, implementation and practice. Pearson Education.
Dann, S. and Dann, S., 2011. E-marketing: theory and application. Palgrave macmillan.
Fill, C., Hughes, G. & De Francesco, S. 2012 Advertising; Strategy, Creativity and Media. Pearson Higher Education.
Kian Chong, W., Shafaghi, M., Woollaston, C. and Lui, V., 2010. B2B e-marketplace: an e-marketing framework for B2B commerce. Marketing Intelligence & Planning, 28(3), pp.310-329.
Strauss, J., 2016. E-marketing. Routledge.
West, D., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press.