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Write a Marketing Strategy report for Returned & Services Club (RSL) in your suburb Almost every suburb in Australia has a RSL club. Many RSL clubs are often associated with daggy décoration, beer-soaked carpets, subsidised $8 meals, bingo nights and fluorescent lighting. It is faced with an identity crisis, fierce competition and dwindling membership. There are fewer and fewer ex-servicemen around. Every night, there is the daily 6pm ritual of the Ode of Remembrance.

You have been asked to prepare a marketing strategy for the RSL club of your suburb by answering the following questions.

a) Describe the environmental issues (PEST) facing the club.

b) Perform a SWOT analysis of the club

c) Describe how you can differentiate the RSL from its competitors.

d) Assuming there is no change (i.e. status quo), where do you see the club heading in 10 years’ time. Give reasons to support your answer.

e) Assuming you are to change, suggest what you should change to improve the situation of the club and ways to reinvigorate the club .

f) Describe the likely age group of people that you should be targetting at. Would the twenty something be a better group to target than the thirty something? Give the reasons to support our answer.

g) Describe how you would attract the members to join the club while trying to overcome the perception the RSLs were for older people (i.e. how are you going to sell your club to these potential members?). What sort of activities and programs need to be organised for your young members

h) What plan should you consider to improve the decoration/ interior that may be in line with being modern.

i) Assumed that you want to capitalise on the mobile phone obsessed youth culture, describe some of the ways you can reach them. How will the role of SMS assist you? List some of the example of what to send to these members.

J) Describe the current product offering that can be available to the target people. If you have your way what product offering would you consider to make the club more attractive?

The returned and services league (RSL) club of Australia

The returned and services league (RSL) club of Australia was formulated in 1916 for ex-servicemen returned from the First World War. This is a support organization for men and women who have served or are currently serving in the defense forces of Australia (RSL, 2017). RSL aims to ensure that the programs for these servicemen for their care, well-being, commemoration and compensation are intact.   

RSL Nuriootpa is a sub branch of RSL South Australia and is currently headed by Mr. Peter Schultz. This article would be throwing light upon marketing strategies that recommended for RSL Nuriootpa.

Political: RSL clubs face a severe shortage of membership due to lack of government support in seeking out new members and providing details for their locations. And it makes it difficult for the club to contact them. Also soldiers have claimed that the government takes a long time to process their claims which makes them feel disrespected. (ABC News, 2014).

Economic: The increasing unemployment rate of and decreasing retail sales value of Australia has created a slump in their economy. In such scenarios, people avoid investing in clubs which leads to reduced membership. Current unemployment rate stands at 5.6% and retail sales have been 0% this month (Forex Factory, 2017).

Social: Ill treatment of Vietnam veterans in the past adversely impacted the goodwill of RSL clubs and have been boycotted by these servicemen. Vietnam War returned soldiers have even claimed that they were insulted and told by other members that they didn’t fight a ‘real war’ like others did in WWII (ABC News, 2016). This has led to lowered brand equity

Technological: RSL clubs are far behind on the technological aspects. Their websites are outdated and no information is easily available unless they are contacted via phone (Barossa, 2011). Their media presence is negligible and this is a definite disadvantage over its competitors.

Strengths: One of the biggest benefit of RSL is that it is the oldest club with good brand value. Servicemen that served the Australian country in the First World War are associated with RSL clubs. These members are passionate and loyal towards RSL. Another added advantage of Nuriootpa is that the land and building are owned by the club and this saves them a lot of additional cost in the form of rent.

Weaknesses: Like other RSL clubs, Nuriootpa membership also continues to remain low and little efforts are made in changing that. Lack of available information about the club and its members only adds to this drawback. Average age of members is very high and therefore the exposure of these clubs to younger generation is negligible. Their website is outdated and lack of government support makes it even more difficult for them to contact potential members. The club is heavily reliant on volunteer support which makes the future look bleak. Currently, Tanunda and Nuriootpa do not agree on amalgamation which might actually help them take advantage of each other’s strengths.

Political, Economic, Social, and Technological aspects

Opportunities: Better advertising can lead to elevated membership levels. Additional fund raising events can be done in order to gain financial strength. Targeting younger generation specifically can change the demography of the club. Nuriootpa club also has a liquor license, and if they start serving alcohol, it is sure to give them a competitive advantage.

Threats: Competition from other venues in the area is very high and the better infrastructure of other venues leaves the club at a competitive disadvantage. Another major threat comes from the virtual RSL club started by South Australia which will further discourage members to be physically present at the club.

It is imperative that these clubs, put themselves at a competitive advantage. This can be done by Involving youngsters so that they can know more about their country and instil in them, a sense of patriotism.

Shows can be organized for tourists. War veterans can share their firsthand experience on that platform. This will increase footfall and also help tourists know better about the country.

Current situation of the RSL club is not a pleasant one. And it is further going downhill. If no changes are made then firstly membership would considerably reduce. According to research, most of the veterans returned from WWII and more than half of them would be gone in 5 years (Independent Australia, 2015) Secondly, lack of funds will make it difficult for the club to support families of their members.

A few changes in the club can bring about a lot of development. Primarily, getting youngsters to join the club can infuse a new life. Younger generation will reduce the average age of club members and at that age, they will be in a better position to make a difference in the society. Secondly, Advertising better to get more funding is not just recommended but imperative. The club’s infrastructure is in a poor state which repels visitors. Thirdly, promotion of volunteer work amongst students will give the club more helping hands.

Target market for Nuriootpa club include World War 2 veterans who have yet not been contacted due to a lack of government support and youngsters between the ages of 12-24 as they will use their innovation and improvise the situation of the club.

RSL clubs are in a dire need of an effective marketing plan. Newspaper advertisements must be given to target an elderly audience and Television and social media platforms must be availed to attract youngsters. Another idea could be corporate tie ups.

At present the RSL clubs’ infrastructure requires a lot of improvisations. At times, the club is not even cleaned regularly. Amenities like a clean pool should be made available for recreation. Also a family restaurant open for all (members and nonmembers) would increase footfall in the club.

Most of the youngsters use their mobile phones extensively. So much so that researches suggest that the youth is addicted to mobile phones (Telegraph, 2011). In order to attract them, RSL clubs can use SMS technology to make them aware about the club and invite them for seminars and other events organized at the club.

Current product offering includes subsidized meals for members, bingo nights and a place for ex-servicemen and their families to connect with each other.

Product offerings that would make the club more attractive are meditation centers, laughter clubs targeting elder audiences. Also an efficient auditorium can be utilized to arrange seminars where the war veterans can share their experiences. This can be ticketed and can hence act as a source of revenue for the club.

Conclusion:

RSL clubs celebrated their 100th ANZAC day last year commemorating the brave attempt of ANZAC soldiers in on 25th April 1915 when they attacked the Ottoman Empire. Although, the incident is considered as the biggest failure of the Australian military, the club aims to create respect for these ex-servicemen by appreciating their efforts.

Current status of the club is rather dingy. A major cause of worry being that soon there will be no member who would have fought any real war. However shifting focus to youngsters and improvising the club infrastructural conditions can bring about a fresh change and maybe even help inspire more people to join the defense forces of the country.

References:

Forex Factory, 2017, https://www.forexfactory.com/calendar.php?week=sep3.2017#detail=68187, viewed on 7 September, 2017.

RSL, 2017, https://rslsa.org.au/, viewed on 7 September, 2017.

Telegraph, 2011, https://www.telegraph.co.uk/technology/8458786/The-young-generation-are-addicted-to-mobile-phones.html, viewed on 7 September, 2017.

Barossa, 2011, https://www.barossa.org.au/assets/Uploads/Barossa-Future-Leaders/2012/RSL-Project-Business-Plan-FINAL.pdf, viewed on 7 September, 2017.

ABC News, 2014, https://www.abc.net.au/news/2014-02-24/war-veterans-express-frustration-with-compensation-process/5280434, viewed on 7 September, 2017.

Independent Australia, 2015, https://independentaustralia.net/article-display/anzac-day-2015-the-end-of-the-rsl-century,7618, viewed on 7 September, 2017.

ABC News, 2016, https://www.abc.net.au/news/2016-04-22/vietnam-veterans-vow-treat-returned-soldiers-better/7351412, viewed on 7 September, 2017

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My Assignment Help. (2021). Marketing Strategy Essay For RLS Nuriootpa.. Retrieved from https://myassignmenthelp.com/free-samples/mkst304-marketing-strategy/describe-the-environmental-issues-of-marketing.html.

My Assignment Help (2021) Marketing Strategy Essay For RLS Nuriootpa. [Online]. Available from: https://myassignmenthelp.com/free-samples/mkst304-marketing-strategy/describe-the-environmental-issues-of-marketing.html
[Accessed 29 March 2024].

My Assignment Help. 'Marketing Strategy Essay For RLS Nuriootpa.' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mkst304-marketing-strategy/describe-the-environmental-issues-of-marketing.html> accessed 29 March 2024.

My Assignment Help. Marketing Strategy Essay For RLS Nuriootpa. [Internet]. My Assignment Help. 2021 [cited 29 March 2024]. Available from: https://myassignmenthelp.com/free-samples/mkst304-marketing-strategy/describe-the-environmental-issues-of-marketing.html.

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