A New Program : Active Ageing

After reading the case, and thinking back to the ‘Marketing Myopia’ article by Levitt last week, do you think this case study suggests another possible industry that sport could position itself within?

  Another possible industry that sport could position itself within could be the use of ‘public education’.  As discussed in the case study, people need to have more knowledge on the active aging population in Queensland.  The four bodies Lisa talks about and their member organisations would plan and Implement active ageing.  Therefore, training and educating in sporting organisation bodies.

 The case gives us a general situation analysis, what are your first impressions of who the target markets might be? Why?

  My first impressions are the target markets is the whole sector of the sporting industry.  It is trying to target every sporting organisation to get more of the older population to actively grow.  They want more of the older population to be active as it is proven you live a longer life when you exercise and be active.  

 We have already been given some objectives, what are your first impressions of the strategies that can be used to meet these objectives?

  It was noted that organisation resources were limited, and staff and funds were committed to other projects.  I feel that the strategies to meet the objectivities would be to target the government funds.  To get the resources, time and funds they need the governments help.  They also need more volunteers in the industry to distribute more time between themselves.  This will enable more productivity and educating people about the ‘Active Ageing’ in Queensland.