1 Solution 1- A Marketing Strategy- Focus on the 7 P's 6.
2 Solution 2- A Brand Orientation Strategy 8.
Appendix B Current Initiatives Undertaken by the USC in Relation to the 7 P's.
Appendix C Recommendations for Expansion of the Marketing Mix.
Appendix D The Brand Hexagon.
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1.0 Part 1.
United Service Club.
1.1 Background.
United Service Club (USC) was established in 1892 solely for the Officers of the Queensland Defence Force. Today the club invites people who possess a non-military background and currently 50% of the members in the club have a non-military background. The club is strictly for members only' and a dress code applies.
After World War II USC saw a great increase in members. During the 1970's non-military members were allowed to join but the response was not as great as hoped for. In the past eleven years membership numbers have dropped continuously. .
Currently USC has 2000 members, however their attrition rate is approximately 100 members each year. This loss is mainly due to the death of elderly members or people possessing dual memberships with other clubs and therefore cannot afford the USC membership anymore. .
It can be noted that 40% of the current members are not active users and therefore do not use the club and its facilities. The only way these people are contributing to the club at this stage is by paying the annual membership fee.
USC has four main business areas generating income. These include; a restaurant, bar, car park and 16 hotel rooms. At the moment the car park operates independently from the other facilities and is used by both members and non-members working close to the club. The other facilities are closely connected and all together they represent the main areas attracting membership. These facilities are all decorated with military artwork, books, medals and other military memorabilia. .
1.2 Competitor analysis.
The United Services Club is located at the edge of the central business district in Brisbane.
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