LEISURE ORGANISATION

Strategic Marketing Analysis of Leisure Organisation - The Dome Leisure Center

Executive Summary

In order to make the most of their leisure time, people have started moving towards leisure centres. This has provided an opportunity for different business groups and entrepreneurs to avail the opportunity and make the most of it. One such leisure center is located in Doncaster, England and is informally known as The Dome or Doncaster Dome. Construction started in 1986 and was officially declared finished in 1989. Today, the dome has a variety of services to offer starting from health and fitness to eat & drink, parties and concerts. The management of the Dome has increased the activities to the extent that a person cannot try every activity in one day. The Lagoons, the magical seven pool water world, The Ice Caps, The Fitness Village and The Ridge are amongst some of the most popular facilities at the Dome. The Dome has expanded its business quite significantly by introducing new activities for the customers. The Dome has provided enough facilities that its members never thought of going anywhere else but coming to the leisure centre. It has resulted in increased Brand Loyalty and accomplishment of the objective set by the top management of the Dome.

Leisure activities have gradually grown due to the development of the leisure industry and entertainment, which is already considered one of the most promising sources of business, providing fun, entertainment, satisfaction and well-being. The economic situation also influences the practice of leisure and fun, resulting in decreased moments of entertainment and fun. The investment by the public administration, facilities and suitable places to practice these activities should also be taken into consideration, especially as regards the improvement or implementation of urban parks with infrastructure necessary and appropriate playful activities, recreational and sports. The Dome cannot only rely on this advantage which they have got with them. The marketing team of the Dome has first analyzed the behaviour of their target market and based on that, they have planned and designed the channels to communicate effectively.Strategic Marketing Analysis of Leisure Organisation - The Dome Leisure Center

Introduction

Cultural or Leisure centres are buildings or sites made for a specific purpose of facilitating people by providing them services to keep them fit, relax and the opportunity to enjoy during their leisure time. They are usually owned and operated by city, borough council or any private entity (Minkiewicz, Evans, Bridson & Mavondo, 2012). The concept of leisure centres have emerged drastically in the last 30 years. In this modern era, life of a person has become very busy as compare to 50 years back. People hardly find time for themselves and their family to relax and enjoy. So, in order to make the most of their leisure time, people have started moving towards leisure centres where they can spend a good time with their family. The traditional facilities at leisure centres were limited to services like fitness, health and sports.

Today, leisure centres have added more services in order ...