Strategic Marketing Plan For Service

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

1.0 Mission

The provision of opportunities for recreation, social intercourse and refreshment for the benefits of its members (source: www.hkri.com)

2.0 Business Objectives

To increase membership revenue and membership number by 5% and 10% respectively (by assumption only)

3.0 Marketing Audit...