There is absolutely another possible industry that sport can be positioned in. The older Queensland generation are generally not very active and find themselves doing typical things like gardening and reading, however, there are many that would still be involved in physical activity if it were more structured, developed, and advertised. Sport needs to develop and take into account for the older generations, marketing myopia suggests it may be left behind for something else. I don’t believe that sport will ever come to this but the development into older age groups can only have positive effects, like a healthy lifestyle, exercising, community engagement, enjoyment of the activity etc.
The case gives us a general situation analysis, what are your first impressions of who the target markets might be? Why?
I believe the target market are people aged over 50yrs who are inactive that have the potential and capability to be active but just lack motivation. It is also targeting the government and other major governing organisations to create awareness of the issue, and help support the industry. They are targeting the governing bodies as it is promoting a healthier lifestyle for the general population and these organisations will want to back plans and initiatives like this as it not only looks good for them but it really does benefit the community.
The case study is targeted at government organisations / community welfare and sporting groups in oder to gain support. Stating the problem, giving facts to show the problem is an actual problem and showing possible solutions to the problem by pin-pointing certain organisations that could assist them in achieving their goals. Showing what each organisation could bring to the table in order to work towards a solution to the ageing population becoming more active is a great tool in which to rally support from each group.
We have already been given some objectives, what are your first impressions of the strategies that can be used to meet these objectives?
The strategies that need to be implemented in order to achieve the objectives are as follows:
Objective 1: To increase the proportion of physically active mature aged Queenslanders
Strategy: Research should be undertaken to find what the mature aged Queenslanders are most interested in, then action should be taken to promote and engage this demographic.
Objective 2: To improve the existing recreation services and opportunities for active mature aged Queenslanders.
Strategy: This would best be undertaken by extensive marketing and further development in the organisations and sports already available, possibly by moulding the sport or activity to better suit the older generation, also have an age limit.
Objective 3: To advocate that all Queenslanders maintain an active lifestyle throughout their lives.
Strategy: This is a very broad objective that will take time to accomplish, I believe that if the older generation begins to come physically active through the Active Ageing program that it will filter through the community and more people will follow them, however this could take years before a significant change could be identified.
Ruaridh Mackenzie 